‪Senior Lecturer in Marketing & Cultural Management

  • Academic
  • Research
Dr Shawn J  Li

Dr Li has over ten years of experience in data-driven marketing across many sectors. As an early practitioner in digital marketing in the UK, Dr Li focuses on marketing strategies led by customer behaviour, analytics, and insight. He is specialised in data and evidence-based marketing planning, implementation, and evaluation.


Dr Li received his PhD from the University of Exeter; he has a particular interest in social media text mining, customer segmentation, behavioural prediction, CHAID and regression modelling for marketing. He has worked on many transformation projects to deliver an enhanced digital experience for customers and optimise the marketing channel performance.

Research statement

Dr Li’s research interest is around retailing, membership marketing, digital marketing and consumer behaviour.

Professional Membership, Affiliation and Consultancy

  • Fellow, Higher Education Academy
  • Fellow, Royal Statistical Society
Dr Shawn J  Li