Kyeongbin (KB) Kim

I’m KB Kim, an Assistant Professor of Marketing at the Wisconsin School of Business, University of Wisconsin–Madison.

I'm an empirical marketing scientist interested in applying statistics, economics, and computer science to contemporary business problems. 

My work has developed around two areas – (1) statistically-oriented work utilizing and creating new methods around machine learning, deep learning and artificial intelligence for customer insights and valuation, and (2) causal-oriented work utilizing econometric methods for marketing-relevant policy evaluation.

My recent research interests include how LLM-based information discovery and generative engine optimization impact business strategies and the entire digital ecosystem.

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