Dr. Peiling Wu-Smith
Research Manager and Technical Fellow
General Motors/AACE
Friday, April 22, 2022
2:00-3:00 pm Via Zoom
Abstract:
How well automakers make vehicle contenting decisions has a direct impact on customer satisfaction, as well as their market share and profitability performance. At GM, we leverage the voice of customer to identify market opportunities and apply advanced analytics to align contenting decisions with customer preferences. Specifically, we combine advanced consumer market research with discrete choice models and custom optimization algorithms plus Subject Matter Expert (SME) input to recommend optimized vehicle contenting decisions. This talk will share how GM transforms customer voice data into insight for better business decisions through Vehicle Content Optimization (VCO), as a 2022 INFORMS Edelman finalist, and a day in the life of an industry researcher.
Bio:
Dr. Peiling Wu-Smith is currently a Research Manager and Technical Fellow in the Advanced Analytics Center of Expertise (AACE) within General Motors’ Chief Data & Analytics Office (CDAO), focusing on applying operations research and advanced analytics to GM’s enterprise-wide business. She joined GM in 2001 after earning her Ph.D. in Industrial Engineering and Operations Research from Lehigh University. Peiling was recognized as a key member of GM team awarded the INFORMS Prize for its “sustained track record of innovative and impactful applied operations research and advanced analytics”, and is a three-time winner of GM’s highest technical award, which honors “outstanding inventions and innovations which have provided identifiable and substantial benefit to General Motors”. She is also a recipient of Women of Color STEM Technology Rising Star Award and Asian American Most Promising Engineer of the Year (2016) Award.