Longxiu Tian specializes in customer relationship management, lifecycle marketing, customer success and marketing experimentation.

Dr. Tian’s research seeks to understand how consumers respond to marketing activities across the customer journey, and how firms in turn should enact effective growth marketing strategies rooted in incrementality. To address these questions in modern marketing contexts, he develops statistical and data-science techniques in the domains of Bayesian econometrics, machine learning and causal inference.

Dr. Tian teaches the Customer Relationship Management (CRM) and Customer Journeys courses in the Undergraduate Business and MBA programs.

His industry collaborations span companies in consumer technology to household finance and digital subscriptions.

Before joining UNC, Dr. Tian held roles as a quantitative researcher in asset management and as a research analyst at the Peterson Institute for International Economics.

He received his PhD in marketing and scientific computing from the University of Michigan, his MFin from the MIT Sloan School of Management, and his BA in economics and MS in information systems from Northwestern University.