AI-driven advertising
How predictive models and managerial judgment can work together in campaign and conversion decisions.
Prospective Marketing Analytics PhD Researcher
Marketing analytics for better digital decisions.
I’m Hung Luong, a digital marketing and e-commerce practitioner developing a research agenda at the intersection of AI, advertising, customer journeys, and online conversion.
- Experience
- 7+ years
- Graduate degree
- MBA
- Based in
- Ho Chi Minh City
01
Research direction
Guiding question
How can firms combine AI recommendations with managerial judgment to optimize media spend, website content, and conversion performance?
My goal is to turn operational experience with digital channels into rigorous, managerially relevant marketing analytics research.
Practice
Experience across the digital decision cycle
- Paid media and budget allocation
- Website content and conversion
- Cross-channel performance measurement
- E-commerce operations and customer journeys
Research
Questions grounded in how firms actually decide
- AI-assisted advertising decisions
- Multimodal conversion prediction
- Cross-media synergy and antagonism
- Digital experimentation and causal inference
Developing agenda
Research interests
A focused program connecting marketing models with the day-to-day realities of media, content, and commerce teams.
Advertising allocation
How firms distribute budgets across channels when effects interact and performance changes over time.
Website content & conversion
How content, merchandising, and customer journeys shape engagement and purchase outcomes.
Cross-media effects
When paid, owned, and social channels reinforce one another—or create friction across the funnel.
Current preparation · 2026–present
Building the bridge to doctoral research
I am reviewing research on advertising budget decisions, cross-media interactions, and multimodal AI conversion prediction, with particular attention to Professor Ceren Kolsarici’s work.
- Refreshing regression, causal inference, R, and Python.
- Planning a replication-and-extension project using public marketing data.
- Refining questions that join AI-generated recommendations with managerial judgment.
Selected experience
Practice that informs the questions
Roles spanning acquisition, paid media, analytics, merchandising, SEO, and e-commerce operations.
2025–2026
Rodd & Gunn
E-commerce Specialist
Managed onsite merchandising, campaign content, SEO updates, and e-commerce performance analysis across Salesforce Commerce Cloud.
2021–2024
ManpowerGroup Vietnam
Senior Digital Marketing Executive
Led integrated campaigns, advertising budgets, A/B tests, analytics reporting, and performance reviews across Google Ads, SEO/SEM, social, and email.
2017–2019
SCJ TV Home Shopping
Digital Marketing Executive
Supported approximately 10% e-commerce revenue growth and managed a USD 10,000 mobile-app campaign that generated approximately 30,000 installations.
2015–2016
Dai Hy Hospitality
Marketing Executive
Delivered acquisition, loyalty, SMS, and seasonal campaigns, including a partner program covering nearly 180 partners.
Education
Academic foundation
2019–2021 · Syracuse, New York
Master of Business Administration
Marketing & Business Analytics
Syracuse University, Martin J. Whitman School of Management
Coursework included marketing analytics, business analytics, digital marketing analytics, data science using R, and financial analytics.
2012–2015 · Ho Chi Minh City
Bachelor of Business Administration
Business Administration
Hong Bang International University
Methods & tools
Working toolkit
Applied strengths today, with quantitative depth continuing to develop through focused research preparation.
- Research methods
- Regression refresh · A/B testing · Digital experimentation · Conversion funnels · Causal inference (developing)
- Programming & BI
- R · Python · SQL · Excel · Tableau · Power BI
- Analytics
- Google Analytics / GA4 · Google Search Console · Campaign and web analytics
- Marketing platforms
- Google Ads · Meta Ads · LinkedIn · HubSpot · Mailchimp · Semrush · Moz
- E-commerce & web
- Salesforce Commerce Cloud · HTML5 · Onsite merchandising · SEO content management
Research conversations
Interested in marketing analytics, AI, and digital decision-making?
I welcome conversations with faculty and doctoral programs about research fit, preparation, and possible directions.