Yohei Nishimura
I am a PhD student in Quantitative Marketing at Wisconsin School of Business, University of Wisconsin-Madison.
My research focuses on quantitative marketing combining deep learning, machine learning methodologies and econometrics modeling. I use a variety of techniques such as deep learning, computer vision and natural language processing, causal inference and Bayesian statistics to solve problems in the business and marketing fields.
Additionally, I have 15+ years of experience in product management, software engineering and business development within five companies.
- Position: Business PhD Student
- Location: Madison, WI, USA
- Citizenship: Japan
- Email: ynishimura@wisc.edu
Journal Publications
Leveraging Generative AI for Visual Content in Digital Advertising
Revise invited at Marketing Science
Abstract
- Develop a novel creative design process combining generative AI with deep Bayesian prediction models to identify high-performance, brand-compatible ad content.
- Demonstrate superior performance of AI-generated visuals compared to human designs in a field application, providing a framework for effectively integrating generative AI in digital advertising.
AI-Human Hybrids for Marketing Research: Leveraging LLMs as Collaborators
Journal of Marketing
Abstract
- We argue that a human-LLM hybrid approach improves marketing research by enhancing data generation, analysis, and insight quality.
- The paper demonstrates that combining human and LLM strengths surpasses either alone, with successful applications in both qualitative and quantitative studies.
- The study replicates a 2019 project with a Fortune 500 company, showcasing LLMs as valuable collaborators in research.
Working Papers
Adaptive Conjoint Analysis Combining with Synthetic Data and Reinforcement Learning Approach
From Match to Impact: Driving Ad Effectiveness in Micro Influencer Marketing Platform
Education
Doctor of Philosophy in Business, specialization in Quantitative Marketing
2023 – PresentUniversity of Wisconsin-Madison, Madison, WI, USA
Marketing Research with advanced deep learning technologies for natural language processing and computer vision.
Master of Science, Computer Sciences
2021 – 2023University of Wisconsin-Madison, Madison, WI, USA
Focus: Machine Learning, Deep Learning for visual recognition, Operating System, Optimization, Learning based Computer Vision, Reinforcement Learning, Learning based Image Synthesis.
Bachelor of Engineering, Computer Science
2019 – 2021Teikyo University, Tokyo, Japan
Focus: Operating System, Database System, Data structure and Algorithm, Computer Architecture, Information Security, Image processing, Computer Graphics, Information Theory, Graph Theory.
Bachelor of Art, Economics
2003 – 2007The University of Tokyo, Tokyo, Japan
Focus: Markov Chain Monte Carlo Method, Bayesian statistics, Game theory, Empirical Macroeconomics.
Thesis: Estimation of volatility in Japanese equity market index by using Markov Chain Monte Carlo method.
Selected Professional Experience
Software Engineer (Full Stack), Machine Learning Engineer
Oct 2021 – Feb 2022Aoyama Art, Inc., Tokyo, Japan (Remote, Part-time)
- Launched and maintained the media part of titel.jp.
- Constructed new databases and an infra layer API to connect the database to the front end by a clean architecture and RESTful API.
- Installed an article recommendation system. Built the recommended article component as a template, and also created new views and handlers. Using a naive Bayesian classifier, the same classified articles are displayed as recommended articles.
Senior Product Manager / Project Leader
Jul 2020 – Jun 2021Mercari Inc., Tokyo, Japan
- Responsible for introduction of business users into Mercari service: "Mercari Shops".
- Developed 10 sets of public APIs with five backend engineers. Drove product vision, go-to-market strategy, and design discussions.
- Launched the new service with engineers, designers, other PdMs, lawyers, and financial specialists.
Chief Operating Officer / Software Engineer / Product Manager
Dec 2017 – Jun 2020Michael Inc., Tokyo, Japan
- Responsible for products' management on CARTUNE (Apps / Web) and CARTUNE Parts Market.
- Launched a new media service named "CARTUNE MAGAZINE" using Python and Google's services with two engineers and developed the UI/UX design by myself.
- Monthly active users grew from 20,000 to 2,700,000 in two years.
- Michael Inc. was acquired by Mercari Inc. in Oct 2018.
Project Leader / Product Manager
Apr 2016 – Nov 2017Donuts Ltd., Tokyo, Japan
- MixChannel renewal from a short movie app to a live streaming app as a project leader with 30+ people.
- Developed the marketing strategy, and released TV commercial.
- Planned annual P/Ls and product strategies.
Skills
Deep learning algorithms, web development, system programming, and data analysis.
Programming Languages
- Python
- Go
- JavaScript / Node.js
- C
- Java
- Julia
- HTML / CSS
Frameworks & Tools
- PyTorch
- TensorFlow
- NumPy / Pandas / R
- SQL / BigQuery
- GCP / GCE / GKE / GAE
- Bootstrap