Optimizing for people, purpose and progress

Last July, Ruijiu Mao arrived in Edmonton with a clear vision: to use analytics as a bridge between people, systems and sustainable progress. A new assistant professor in the department of accounting and business analytics in the Alberta School of Business, she combines a deep appreciation for mathematical theory with a passion for helping organizations make thoughtful, data-informed choices.

What initially drew you to operations research and analytics — was there a specific problem or story that first captured your imagination?

I’ve always liked how math makes sense of the world. I studied it as an undergraduate, fascinated by how simple equations could describe complex systems.

During my master’s in industrial engineering, I learned that optimization isn’t just theory — it can make operations run better, from scheduling to healthcare to logistics. Then, working at JD.com, I saw analytics improve real delivery and pricing systems used by millions of customers.

Those experiences convinced me that when data and optimization are thoughtfully combined, they can turn elegant ideas into tangible, everyday impact.

How do you decide which problems to attack: ones that are theoretically interesting, or those driven by pressing practice or business needs? How do you navigate trade-offs?

My research usually begins with a real operational challenge — whether it’s how retailers design bundle promotions or how cities plan renewable-energy systems and promote hydrogen fuel-cell vehicles.

I’m drawn to problems that are both practically motivated and theoretically rich. In my experience, practice often reveals modeling gaps, while theory helps generalize solutions so they can be applied more broadly. I try to balance both sides — developing frameworks that are rigorous, yet firmly grounded in real data and decisions.

Beyond publishing, what kind of change do you hope your work can bring — in organizations, public policy or the lives of people who work with/under analytics-driven systems?

In retail analytics, I hope my work helps organizations design promotions that are more efficient and fair—reducing waste and aligning incentives between retailers and consumers.

In smart-city applications, my goal is to support more sustainable and resilient infrastructure — systems that balance renewable power, digital demand and social equity.

Ultimately, I’d like my work to help decision makers see optimization not as a black box, but as a transparent, ethical process.

You’re teaching two courses this year. Does your background influence how you approach teaching?

Before joining the Alberta School of Business, I taught core business analytics courses to undergraduate students in Singapore. That experience shaped how I teach today: I emphasize clarity, visualization and hands-on modeling.

My goal is for students to see how optimization models connect to real operations — whether through Excel-based heuristics or data-driven projects. I want them to leave the class not just with technical skills, but with a sense of how analytics supports managerial thinking.

How do you hope to mentor students to not only become technically proficient but to think critically about when analytics helps — and when it might mislead or be misused?

I often remind students that every model is a simplification — as statistician George Box famously said, “All models are wrong, but some are useful.” Analytics can be powerful, but it can also mislead if its assumptions or limitations are ignored.

I encourage students to pause and ask: What is this model really saying? Why does it say that? Who benefits, and who might be left out? Reflective thinking of that kind — paired with technical rigor — turns analysts into thoughtful decision makers.

I also believe that the ultimate purpose of analytics is to serve people. Every optimization objective should carry a sense of human concern — fairness, equity and long-term sustainability. Technology should help people live better lives, not exhaust the very systems it aims to improve.

Are you currently working on any new research projects or publications that you can share with us?

One of my main research streams focuses on customized bundle promotion design — understanding how consumers choose multiple products and how retailers can optimize “p-for-s” promotions using real e-commerce data. This idea grew out of my experience working in the e-commerce industry, where many pricing schemes are simplified — they often assume identical product costs or overlook differences in customer preferences. My work brings these real-world complexities back into the model, incorporating heterogeneity in both customer tastes and product costs to generate more realistic, data-driven decisions.

Another stream explores sustainable data-center planning, studying how renewable energy and network latency interact in shaping the next generation of smart-city infrastructure. With the rapid rise of AI, data centers have become both indispensable and energy-intensive. My current focus is on optimizing their design to balance reliability, environmental impact, and sustainability.

You moved from Singapore to Alberta this past summer. How has that journey been for you? Have you discovered anything since arriving that you didn’t anticipate, whether in the work environment, or in the Edmonton community?

It’s been an exciting transition. The research culture here is incredibly collegial, and people are generous with their time and ideas.

I was immediately struck by how open the sky is in Edmonton — the long summer sunsets are stunning. I’m still adjusting to the dry air and the early winter, but it already feels like home. I’ve also come to really enjoy the libraries here — they’re wonderful places to think and explore, and I was pleasantly surprised to find weekend film screenings. I’m looking forward to embracing more of the local lifestyle this winter, especially skiing.

Outside work, what activities or interests help you recharge and maintain balance? Is there something about your background, hobbies, or experiences that might surprise colleagues or students?

I enjoy exploring the outdoors—hiking and, soon, skiing in the Edmonton winter. I also love reading all kinds of books and try to finish at least two each month. It’s easy to borrow from the excellent public and university libraries here. Recently, I’ve read All the Light We Cannot See, Educated, To Kill a Mockingbird, The Courage to Be Disliked, and To Live — which I’ve revisited several times — and I’m now reading The Moon and Sixpence. Beyond reading, I also enjoy watching mystery dramas in quiet moments.

These activities help me slow down and think more deeply about people, society, and what we pursue in life. They remind me to stay curious and reflective, both as a researcher and as a person.

Is there anything else that you’d like to share that I didn’t ask you?

I feel very fortunate to have joined such a supportive and inspiring community. Moving to a new place is never easy, but the kindness I’ve experienced here has made all the difference. I’m excited to continue learning from my colleagues and students — and to contribute to work that connects analytics with people, purpose, and impact.