H. Alice Li

Ohio State University (OSU) - Department of Marketing and Logistics

Fisher Hall 538

2100 Neil Ave

Columbus, OH 43210

United States

  • Ohio State University (OSU) - Department of Marketing and Logistics

SCHOLARLY PAPERS

9

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6,973

SSRN CITATIONS
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Top 14,914

in Total Papers Citations

58

CROSSREF CITATIONS

33

Ideas:
“  marketing analytics, textual analysis, sampling, and software as a service  ”

  • Ohio State University (OSU) - Department of Marketing and Logistics

Scholarly Papers (9)

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1.

Digital Marketing: A Framework, Review and Research Agenda

P.K. Kannan and Hongshuang (Alice) Li (2017) "Digital marketing: A framework, review and research agenda", International Journal of Research in Marketing, 34(1), pp. 22-45.
Number of pages: 69 Posted: 21 Jul 2017
P.K. Kannan and H. Alice Li
University of Maryland - Robert H. Smith School of Business and Ohio State University (OSU) - Department of Marketing and Logistics
Downloads 4,901 (3,291)
Citation 11

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Digital marketing, Online, Mobile, Internet, Search engine, User generated content, Omni-channel marketing

2.

Attributing Conversions in a Multichannel Online Marketing Environment: An Empirical Model and a Field Experiment

Journal of Marketing Research, 51 (February), 40-56, 2014, Kelley School of Business Research Paper No. 15-49, Robert H. Smith School Research Paper No. RHS 2621304
Number of pages: 47 Posted: 23 Jun 2015 Last Revised: 12 Mar 2019
H. Alice Li and P.K. Kannan
Ohio State University (OSU) - Department of Marketing and Logistics and University of Maryland - Robert H. Smith School of Business
Downloads 1,189 (31,102)
Citation 19

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Multi Touch Attribution, MTA, Online multichannel attribution, attribution modeling, touchpoint management, online advertising, display ads, search, carryover, spillover, field experiment, path analysis, purchase funnel

3.

Optimal Design of Free Samples for Digital Products and Services

Journal of Marketing Research (2018)
Number of pages: 50 Posted: 31 Aug 2018 Last Revised: 26 Apr 2019
H. Alice Li, Sanjay Jain and P.K. Kannan
Ohio State University (OSU) - Department of Marketing and Logistics, University of Texas at Dallas and University of Maryland - Robert H. Smith School of Business
Downloads 208 (250,809)
Citation 8

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4.

Attribution Strategies and Return on Keyword Investment in Paid Search Advertising

Li, H., Kannan, P. K., Viswanathan, V., & Pani, A. (2016). Attribution strategies and return on keyword investment in paid search advertising. Marketing Science, forthcoming., Kelley School of Business Research Paper No. 16-31
Number of pages: 42 Posted: 20 Apr 2016 Last Revised: 04 Jul 2017
H. Alice Li, P.K. Kannan, Siva Viswanathan and Abhishek Pani
Ohio State University (OSU) - Department of Marketing and Logistics, University of Maryland - Robert H. Smith School of Business, University of Maryland - Robert H. Smith School of Business and Independent
Downloads 163 (310,916)
Citation 3

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attribution strategies, paid search advertising, ROI, keyword specificity, budget allocation, simultaneous equations system

5.

A Hidden Markov Model to Identify Regions of Interest from Eye Movements, with an Application to Nodule Detection in Chest X-Rays

Robert H. Smith School Research Paper No. RHS 2460288
Number of pages: 39 Posted: 30 Jun 2014
Michel Wedel, Jin Yan, Paul Smith, Eliot Siegel and H. Alice Li
University of Maryland - Robert H. Smith School of Business, University of Maryland - College of Computer, Mathematical and Natural Sciences, University of Maryland - College of Computer, Mathematical and Natural Sciences, University of Maryland - School of Medicine and Ohio State University (OSU) - Department of Marketing and Logistics
Downloads 128 (379,446)
Citation 1

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Eye tracking; Reversible Jump Markov Chain Monte Carlo; Hidden Markov Model; Regions of Interest; Lung Cancer; Radiology

6.

Using Text Analysis in Parallel Mediation Analysis

Number of pages: 50 Posted: 08 Feb 2023 Last Revised: 06 Jun 2023
Judy (Zijing) Zhang, H. Alice Li and Greg M. Allenby
Ohio State University (OSU) - Department of Marketing and Logistics, Ohio State University (OSU) - Department of Marketing and Logistics and Ohio State University (OSU) - Department of Marketing and Logistics
Downloads 118 (400,778)

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topic modeling, lexical priors, semi-supervised LDA, machine learning, heterogeneous effects

7.

Converting Free Users to Paid Subscribers in SaaS Contexts – The Impact of Marketing Touchpoints, Message Content, and Usage

Production and Operations Management
Number of pages: 55 Posted: 25 Oct 2021
H. Alice Li
Ohio State University (OSU) - Department of Marketing and Logistics
Downloads 113 (413,683)

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Software-as-a-Service, free-trial acquisition, software usage, marketing touchpoints, message content.

8.

Charting the Path to Purchase Using Topic Models

Li, Hongshuang (Alice) and Liye Ma (2020), “Charting the Path to Purchase using Topic Models,” Journal of Marketing Research, 57(6), 1019-1036.
Number of pages: 73 Posted: 27 Sep 2020 Last Revised: 19 Oct 2021
H. Alice Li and Liye Ma
Ohio State University (OSU) - Department of Marketing and Logistics and University of Maryland - Department of Marketing
Downloads 97 (460,500)
Citation 2

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path to purchase, search phrase, textual analysis, topic model, hidden Markov model.

9.

Impact of Conflict Delisting and Relisting on Remaining Products in Retail Stores - Sales Gains Across Products Categories and Spillovers to Nearby Stores

Number of pages: 47 Posted: 14 Jan 2023
H. Alice Li and Xiang Wan
Ohio State University (OSU) - Department of Marketing and Logistics and Ohio State University (OSU) - Department of Marketing and Logistics
Downloads 56 (626,300)

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conflict delisting, relisting, stockout, spillover, difference-in-difference, generalized random forest, machine learning.