The Second Academic Forum on Big Data Marketing and the Workshop on "New Advances in Causal Inference Research" were grandly held at Shanghai University of Finance and Economics. Hosted by the Big Data Marketing Committee of the Chinese Marketing Academic Association and organized by the College of Business at Shanghai University of Finance and Economics, the forum focused on "Big Data Empowering Innovation in Marketing Theory." The event brought together experts, scholars, industry elites, and young researchers in the field of big data marketing to jointly explore the cutting-edge applications and theoretical innovations of big data in marketing research.

On the morning of December 14th, the opening ceremony of the forum was held at the Research and Experiment Building of Shanghai University of Finance and Economics. Professor Sun Qi, COB Associate Dean and Chair of the Marketing Department, warmly welcomed and expressed gratitude to all experts, scholars, and students in attendance. As the host of this forum, the College of Business at Shanghai University of Finance and Economics aims to jointly advance the cutting-edge application and theoretical innovation of big data in marketing research, while providing a collaborative platform for collaboration and exchange for peers engaged in big data marketing education and research. By bringing together experts, industry professionals, and young scholars, the forum aspires to contribute to enhancing the scientific research capabilities of young faculty members and doctoral students.

Professor Wang Liangyan, Tenured Professor at Shanghai Jiao Tong University and Vice President of Chinese Marketing Academic Association, extended a warm welcome to all faculty members and students on behalf of the association. She expressed her heartfelt gratitude to the team at the College of Business of Shanghai University of Finance and Economics for their efforts in successfully organizing the forum. Professor Wang provided an overview of the development journey of the Big Data Marketing Committee under the association and conveyed appreciation for the continued support and attention from all sectors of society. She also encouraged participants to collectively explore innovations in marketing theory and practice in the context of the digital and intelligent era.

Subsequently, Professor Chen Yuxin from NYU Shanghai and Associate Professor Zhang Yingjie from Peking University delivered keynote speeches, moderated by Professor Li Ji from the Central University of Finance and Economics, who also serves as the Director of the Big Data Marketing Committee of Chinese Marketing Academic Association.

At the "New Advances in Causal Inference Research" workshop, Assistant Professor Li Nan from Tongji University and Associate Professor Zhang Shuo from Shanghai Jiao Tong University presented the latest research and applications in the fields of instrumental variables and difference-in-differences models. The workshop was co-hosted by Associate Professor Sun Luping from the Central University of Finance and Economics, who also serves as the Secretary-General of the Big Data Marketing Committee of Chinese Marketing Academic Association, and Assistant Professor Liu Ruhan from Shanghai University of Finance and Economics.

The conference concluded successfully after discussions on future research directions for each topic. Participants unanimously agreed that the research shared during the event provided valuable academic and practical insights to the field. Additionally, to recognize outstanding contributions and encourage academic innovation, the conference awarded certificates of honor to the authors of the winning papers submitted for this forum.

On the morning of December 15, Li Yang, Partner and Vice President of Shuzhe Data, delivered a keynote speech titled "The Opportunities and Challenges Brought by Artificial Intelligence and Data Elements to Statistical Surveys". The session was chaired by Assistant Professor Liu Ruhan from Shanghai University of Finance and Economics.

The forum received academic support from Finance & Trade Economics and Journal of Economic Management, providing a valuable platform for collaboration and exchange among peers engaged in big data marketing teaching and research. Scholars, experts, and students from renowned universities and research institutions across the country gathered to share insights, fostering intellectual exchange, inspiring academic innovation, and responding to the calls of the times. Participants unanimously agreed that the research presented at this forum provided profound academic and practical insights to the field, and expressed their hope for more opportunities for exchange and collaboration in the future.