Professor Youngseok Thomas Choi


I am a Professor of Marketing and Data Analytics at Kingston Business School. Previously he was an Associate Professor/Reader at the University of Southampton and had held Senior lectureship at Brunel University London, lectureship at Loughborough University and Coventry University. Also, I was working as a research fellow funded by several EU projects (PolicyCompass, FP7, etc).

My research interests cover various digital data analytics topics based on advanced machine learning approaches that can derive hidden value from different data types. My research topics include:

  • Computational behavioural science (behavioural sequencing).
  • Marketing analytics and Data Visualisation with storytelling
  • Data-driven Decision Making
  • Energy data analytics (green IT).
  • The philosophy of Artificial Intelligence within business contexts.

My work has been published in leading journals such as the Journal of the Association for Information Systems, Annals of Tourism Research, Computers and Operation Systems, Annals of Operation Research, Government Information Quarterly, and others. I also actively collaborate with Martech company dealing with consumer data and digital footprints.  

Academic responsibilities

Professor of Marketing and Data Analytics


  • PhD in Management Information Systems, Seoul National University, Republic of Korea
  • BEng in Electrical Engineering and Computer Science, Seoul National University, Republic of Korea
  • BEng in Technology Management, Seoul National University, Republic of Korea

Teaching and learning

I have extensive experience teaching various undergraduate, postgraduate and doctoral-level marketing, information system, and operation research course. The main teaching areas cover marketing analytics, data visualisation, digital marketing, the application of AI for business, marketing technology, and so on. 


My research interests lie in computational behavioural science in the business context. My works try to find the meaning of human behaviour and theorise it through the computational model of human behaviour from different types of digital footprints. My data analytics expertise makes my research more interdisciplinary across the different domains so I can cover various research topics such as data-driven decision-making, eGovernment, consumer behavioural, etc.

Areas of specialism

  • Digital Data Analytics
  • AI Application for Marketing
  • Computational Behavioural Science
  • Marketing Technologies

Scholarly affiliations

  • Association for Information Systems

Business, knowledge transfer and international

I actively collaborate with many industry partners from marketing technology, data platform, and other sectors. Still open for further collaboration. 

Areas of interest

  • data analytics
  • marketing technologies
  • consumer data analytics

Professional practice, knowledge exchange and impact

I have been involving different type of research project with industry partners through the EU funded projects. 

Leadership and management