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Kathleen Li

Assistant Professor

Department:     Marketing

Industry Areas:     E-Commerce, Marketing Metrics

Research Areas:     Clicks and Mortars, Empirical Methods, Marketing Models, Public Policy, Statistical Analysis

Kathleen Li

Kathleen (Kathy) Li is an assistant professor in the marketing department of the McCombs School of Business, the University of Texas at Austin. She is quantitative modeler whose research interests are both methodological and substantive. The methodological stream of her research includes developing and improving econometric methods for policy evaluation, and the asymptotic theory necessary for inference. The substantive stream of her research lies in emergent consumer behavior on the Internet and its interaction with offline environment, and how this affects patterns of demand for different products. Both research streams are reflected in her dissertation titled “Three Essays on Estimating Average Treatment Effects in Quasi-Experimental Panel Data.” Her research has been published in the Journal of the American Statistical Association and the Journal of Econometrics.

She received her MS and PhD in marketing from The Wharton School at the University of Pennsylvania and her BA in Economics, Mathematics and Statistics from Rice University.



Professional Awards

Marketing Science Institute (MSI) Young Scholar


Saroj and Vithala Rao Young Scholar Award in Marketing, Cornell University

ISMS Early Career Scholar

McCombs Research Excellence Grant


Trammell CBA Foundation Teaching Award for Assistant Professors

AMA Sheth Consortium Faculty Fellow


Research Reboot Award, Provost’s Office, UT Austin

Faculty Honor Roll


Faculty Honor Roll


John A. Howard / AMA Doctoral Dissertation Award, American Marketing Association

Wharton Marketing Graduate Fellowship, 2011-14, 2016-2018



Kathleen Li, and Venkatesh Shankar. Two-Step Synthetic Control Approach for Estimating Casual Effects of Marketing Events. Management Science.  Forthcoming.

Kathleen T Li, and Christophe Van den Bulte. July/August 2023. Augmented Difference-in-Differences. Marketing Science 42(4): 746-767

Kathleen T. Li and Garrett Sonnier. June 2023. Statistical Inference for Factor Model Approach to Estimate Causal Effects in Quasi-Experimental Settings. Journal of Marketing Research 60(3): 449–472.

Kathleen T Li. 2020. Statistical Inference for Average Treatment Effects Estimated by Synthetic Control Methods. Journal of the American Statistical Association 115(532), 2068-2083.


Kathleen T Li and David R. Bell. 2017. Estimation of Average Treatment Effects with Panel Data: Asymptotic Theory and Implementation. Journal of Econometrics 197, 65-75.