©2019 by Joseph T. Yun.

i research data and technology

from sklearn import josephtyun

 

ABOUT ME

My first computer as a child was a Radio Shack TRS-80, and since then I have never lost my love for computational "everything". I am passionate about the technology revolution, which includes a very real concern for how technology can both positively and negatively affect our society. My professional aim is to use computational and technological methods (e.g., data science, cloud computing, computational psychology) to help push forward innovation and progress. I am absolutely not afraid to try things that may break the norm as that is at the heart of innovation.

If you would like my academic CV, you can find it HERE. My LinkedIn can also be found HERE.

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MY CURRENT ROLES

What I'm Doing Now

My full work history can be found at my LinkedIn.

RESEARCH ASSISTANT PROFESSOR, DEPARTMENT OF ACCOUNTANCY, GIES COLLEGE OF BUSINESS, UNIVERSITY OF ILLINOIS AT URBANA-CHAMPAIGN

I have the privilege to work for one of the most prestigious accountancy departments in the world. Illinois' accountancy department is so forward thinking that they absolutely welcomed a computational researcher/thinker like myself, and I hope to contribute to the high reputation of the department. I am proud to call accountancy my home department.

DIRECTOR, DATA SCIENCE RESEARCH SERVICE, GIES COLLEGE OF BUSINESS, UNIVERSITY OF ILLINOIS AT URBANA-CHAMPAIGN

I am also leading an initiative to support the already growing incorporation of data science into the research and curriculum of the Gies College of Business. The fact that I have the opportunity to build this service is a testament to the stellar vision of the college leadership.

CENTER AFFILIATE, NATIONAL CENTER FOR SUPERCOMPUTING APPLICATIONS

I find myself deeply privileged to be a part of the birthplace of the web browser and many other technological innovations. My main project with NCSA is the Social Media Macroscope (www.socialmediamacroscope.org).

RESEARCH ASSISTANT PROFESSOR, CHARLES H. SANDAGE DEPARTMENT OF ADVERTISING, COLLEGE OF MEDIA, UNIVERSITY OF ILLINOIS AT URBANA-CHAMPAIGN

I have had the honor to be an affiliated faculty member of the Charles H. Sandage Department of Advertising where I work with other advertising researchers to push forward the field of computational advertising.

CO-FOUNDER AND CHIEF SCIENTIST, MARKETING AI PARTNERS

I helped start a new company focused on bringing data science consulting and platform building to the industry sectors of marketing and advertising. More information can be found at www.marketingaipartners.com.

 

EDUCATION

What I’ve Learned

2014-2018

PH.D. INFORMATICS

University of Illinois at Urbana-Champaign: For my doctorate, I wanted to combine my skills in CS with what I learned about social psychology in advertising. My dissertation computationally looked at cause-related marketing, when brands partner with charities for commercial reasons.

2012-2014

M.S. ADVERTISING

University of Illinois at Urbana-Champaign: While working at UIUC in the technology field, I decided that I wanted to try something different academically. I have always been fascinated by advertising, wondering how it could so affect our social psychologies. My thesis was focused on the issue of choice overload, where having too much choice as a consumer can potentially bring negative outcomes psychologically.

1997-2001

B.S. COMPUTER SCIENCE

University of Illinois at Urbana-Champaign: For all of my childhood, part of my dream was to study computer science at a top CS school.

 

SELECTED PROJECTS AND PUBLICATIONS

What I’m Working On or Have Completed

My full conference paper and journal publication history can be found in my CV.

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THE SOCIAL MEDIA MACROSCOPE (SMM)

Making Data Science on Social Media Data Accessible for Everyone

www.socialmediamacroscope.org


The SMM is probably one of my most ambitious projects. Working together with the organization that created the first web browser (NCSA), I wanted to create a website that could help researchers analyze social media data without the need of a computer science background. This project is open-source, so please join us!

More Information:

Future Gen Comp Systems Journal Article

ResearchGate Pre-Print

Medium.com Blog Post

SMM GitHub for Open-Source Code

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ARE WE WHO WE FOLLOW? COMPUTATIONALLY ANALYZING HUMAN PERSONALITY AND BRAND FOLLOWING ON TWITTER

Is the Technology Behind the Cambridge Analytica Scandal Hype or Real?

After the Cambridge Analytica scandal, I wanted to see if using machine-learned human personality assessments can be used to detect connections between consumers and brands. I found some initial evidence indicating that this methodology might be effective; I am presenting this research as both empirical progress, but also as cause for greater social awareness and scrutiny of what is possible with algorithmic assessments of psychology.

Publication:

International Journal of Advertising Article

ResearchGate Pre-Print

Image Credit

TV Screens

COMPUTATIONALLY ANALYZING SOCIAL MEDIA TEXT FOR TOPICS: A PRIMER FOR ADVERTISING RESEARCHERS

What are People Talking About on Social?

One of the things I am finding is helpful for the research community are brief primers on computational methods that are accessible to the non-computer scientist. This research focuses on explaining some of the main ways to detect topics of conversation within social media text.

Publication:

ResearchGate Pre-Print

Journal of Interactive Advertising Article

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EVALUATING EFFECTIVENESS OF CAUSE-RELATED MARKETING (CORPORATE SOCIAL RESPONSIBILITY)

When companies like Coca-Cola partner with the World Wildlife Fund, how do consumers react?

Through this stream of research, I found that peoples' attitudes and strengths of their attitudes towards companies (e.g., Coca-Cola) can spillover into their attitudes and strengths of their attitudes to companies in partnership (e.g. the WWF).

Publication:

Psychology and Marketing Article

ResearchGate Pre-Print

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MARKETING AI PARTNERS

Bringing Innovation to Advertising and Marketing

www.marketingaipartners.com

As I conducted data science research for advertising and marketing companies, I realized that there was great opportunity to bring innovation into the advertising and marketing sectors. Thus, I recently co-founded a start-up company to do exactly this. One of my aims is to help create a new wave of technology that aims to protect consumers' data privacies while still allowing for next generation data science to be utilized for mass communication.

 

LET’S CONNECT

If you have an interesting academic project that you would like me to participate in, I would love to talk. My academic email is jtyun@illinois.edu.

If you are looking for my professional consulting time, all my professional consulting is conducted through Marketing AI Partners, joe.yun@marketingaipartners.com. We have done work for various types of clients (e.g., large marketing agencies, individual brands, not-for-profits).

Lastly, for students that are interested in working with me, please share an example of a project that you are passionate about and have pushed forward. I do receive quite a few students that write, "I am interested in data science, can you help?" For that question, I would recommend starting with this class and following one of my favorite data scientists that is far more knowledgeable than I, Katie Malone, through her podcast.

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