Shu Wei

Shu Wei, Ph.D, is currently a Principal Data Scientist at Salesforce, specializing in marketing effectiveness measurement, marketing mix models (MMM), multi-touch attribution models (MTA), and causal inference. They previously served as a Lead Data Scientist at Salesforce and held various positions at Nielsen Marketing ROI, including Senior Manager and Principal Data Scientist. Shu has also taught as an Adjunct Instructor at Kishwaukee College and worked as a Teaching Assistant at Northern Illinois University, where they earned their Ph.D. in Financial Economics and Health Economics.