Xiao Liu

Xiao Liu

Joined Stern 2015

Leonard N. Stern School of Business
Tisch Hall
40 West Fourth Street, 913
New York, NY 10012

E-mail xl23@stern.nyu.edu

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Xiao Liu is an Associate Professor of Marketing at the Stern School of Business, New York University.

Professor Liu’s research focuses on quantitative marketing, empirical industrial organization, causal inference, and machine learning, with a particular interest in pricing and product management in new marketing contexts, such as social media, e-commerce, voice shopping, live streaming, and influencer marketing.

Professor Liu has published in leading marketing journals, such as Marketing Science and Journal of Marketing Research, as well as machine learning conference proceedings, such as AAAI and SIGIR. Professor Liu is the recipient of the Don Lehman Award 2023, Paul Green Award 2023, Don Morrison Long Term Impact Award (Finalist) 2023, V. “Seenu” Srinivasan Young Scholar Award in Quantitative Marketing 2021, Frank Bass Award (Finalist) 2019, Marketing Science Institute (MSI) Young Scholars Award 2021, MSI Alden G. Clayton Award 2014, and the INFORMS Society for Marketing Science (ISMS) Competition Award 2014. She received the Stern Distinguished Teaching Award for Teaching Excellence in 2023.

She has collaborated with many industry partners, including Alibaba, BazaarVoice, PNC Bank, Principal Financial Group, TVision, XMode, etc. She received her B.S. from Tsinghua University and her Ph.D. from Carnegie Mellon University.

Research Interests

  • Quantitative Marketing
  • Empirical Industry Organization
  • Consumer Financial Service Innovations
  • High-Tech Marketing

Academic Background

Ph.D., Marketing
Carnegie Mellon University Tepper School of Business

B.S., Finance
Tsinghua University

Areas of Expertise


  • Digital Marketing/Advertising
  • Pricing
  • Product Design & Strategy
  • Social Media