Yixing Chen

Ph.D. Student


Yixing Chen is a fourth year Ph.D. candidate in Business Administration (Marketing) and teaches Marketing Analytics at the Mays Business School, Texas A&M University. Yixing holds an MBA from University of New Mexico and a Bachelor’s degree in Finance from Southwestern University of Finance and Economics in China. Yixing is on the academic job market this year and will attend the 2019 AMA Summer Academic Conference in Chicago.

There is a rich tradition of developing marketing-mix models to help executives quantify the economic return on marketing investments. Yixing’s dissertation research adds novel insights to this tradition. Substantively, while most research in marketing-mix models focuses on determining the economic return on marketing investments (e.g., sales), Yixing’s dissertation research augments it with societal outcomes of marketing investments (e.g., student academic performance, patient compliance, employee safety) in education, healthcare, and energy sectors. Yixing’s dissertation research contributes to the methodological rigor in the domain of effective marketing investments by leveraging advances in causal inference and machine learning. Yixing is co-advised by Hari Sridhar and Vikas Mittal.

In addition to his dissertation research, Yixing leverages in-depth conversations with marketing managers, along with rich datasets and rigorous approaches, to provide insights on the design of digital marketing strategy. His research has been published in the Journal of Marketing, featured in Harvard Business Review, and selected as a finalist for the 2018 MSI/H. Paul Root Award. Besides his commitment to developing a high-quality research program, Yixing strives for quality teaching. Yixing is a recipient of 2019 Dean’s Award for Outstanding Teaching by a Doctoral Student at the Mays Business School.

Prior to joining the Mays PhD Program, Yixing worked as a graduate teaching and research assistant at the Anderson School of Management, University of New Mexico. While completing his undergraduate study, Yixing has been an instructor at New Oriental Education & Technology Group.


Chen, Yixing, Vikas Mittal, and Shrihari Sridhar, “Investigating the Academic Performance and Disciplinary Consequences of School District Internet Access Spending,” under second round review at Journal of Marketing Research.

Chen, Yixing, Ju-Yeon Lee, Shrihari Sridhar, Vikas Mittal, Amit Singal, and Katharine McCallister, “Improving Cancer Outreach Effectiveness through Targeting and Economic Assessments: Insights from a Randomized Field Experiment,” under review at Journal of Marketing.

Kanuri, Vamsi K., Yixing Chen, and Shrihari Sridhar (2018), “Scheduling Content on Social Media: Theory, Evidence, and Application,” Journal of Marketing, 82(6), 89-108.

  • Finalist, 2018 MSI/H. Paul Root Award, recognizing a paper published in the Journal of Marketing that has made a significant contribution to the advancement of the practice of marketing
  • Selected for Publication in Harvard Business Review (digital article; September 12, 2018), “A Study Shows the Best Times of Day to Post to Social Media.”


Marketing Analytics (Undergraduate marketing core; 70 students enrolled), Fall 2018

  • MKTG 431- 501 (Instructor Effectiveness: 4.88/5; Overall: 4.89/5)
  • MKTG 431- 502 (Instructor Effectiveness: 4.81/5; Overall: 4.80/5)