Freddy Lim is an Assistant Professor of Information Systems and Analytics at National University of Singapore, School of Computing. He received his PhD in Decision Sciences from INSEAD. Prior to joining academia, he worked across banking and aerospace industries in various quantitative positions. Freddy is interested in data driven and practice-oriented research. He studies consumer judgment and decision making at the intersection of information systems, operations management and marketing. Methodologically, he employs econometrics, Bayesian modeling, and machine learning techniques.