Sunghoon Kim is an assistant professor of marketing at the Rutgers Business School at Newark and New Brunswick, Rutgers University. Sunghoon is an empirical modeler interested in marketing analytics, unstructured text data analysis, and digital marketing topics with strong technical backgrounds of machine-learning, statistics, unstructured text analytics, Bayesian statistics and spatial statistics. Sunghoon's primary research goal has been to develop new methods for aiding researchers and marketers in making scientific, strategic decisions with market insights supported by various types of data. He has published his research in leading marketing, statistics, and quantitative psychology journals such as Journal of Marketing Research, Psychometrika, Journal of Mathematical Psychology, International Journal of Research in Marketing, Quantitative Marketing and Economics, and Journal of Classification. Before starting academic career, Sunghoon worked as a brand manager in the food processing industry and the service industry.