Unifying Mediation and Modification: A Framework for Understanding Heterogeneous Causal Effects

Professor Sheena is a leading authority in the field of social media data analysis and its application to business strategy. Her pioneering research focuses on harnessing the power of platforms like Twitter to gain real-time insights into consumer behavior, brand perception, and market trends. Professor Sheena's expertise lies at the intersection of business resilience and disruption management. Through her work, she empowers organizations to navigate periods of significant change by leveraging the vast trove of information available on social media. In her book, "The Power of Tweets: Using Social Media Data to Understand Business Resilience in a Disrupted World," Professor Sheena equips readers with the tools and knowledge required to turn social media data into actionable intelligence. This vital resource empowers businesses to not only weather disruption but also emerge stronger and more adaptable. Professor Sheena's extensive experience extends beyond academia. She is a sought-after consultant who has partnered with numerous Fortune 500 companies, helping them develop data-driven strategies for success in today's dynamic business landscape.