Dr David Sugianto Lie has graduated with a PhD in Marketing from the University of New South Wales. His research lies at the interface of the theory and the practice of marketing. His focus lies in the development of statistical models to help companies make better decisions, but also contribute to the development of theory. In the process, his research focuses on using both, traditional econometric as well as new machine learning methodologies to further both, theory as well as practise. Substantively, he works in problems relating to retail, pricing, segmentation optimisation, and customer experiences. He has a grant from Marketing Science Institute (MSI) for a project that is intended for submission at the Journal of Marketing Research. He research has been presented at the Marketing Science Conference, ANZMAC and at the AMA. He has taught in the Marketing and Statistics disciplines for six years at both the undergraduate and postgraduate levels. On top of that, he has consulted for a number of companies, including a Fortune-500 company (Coca Cola Amatil) and Telecom Malaysia.