Northwestern Marketing Analyst | ||
| Availibility: | Available | |
| Date Posted: | Mar 03, 2010 | |
| Location: | Seattle WA | |
| Resume: | MARKETING ANALYST
Pursuing a career in Marketing Analytics where I can enjoy the science to uncover consumer insights and the art to connect them in a way that resonates among target audiences. Core competencies: ā¢ Strategic Data-driven Marketing ā¢ Segmentation Analysis ā¢ Customer Life Time Value ā¢ Web Analytics Course Projects: Marriott Vacation Club: Segmentation Analysis (Fall ā09) ļ¬ Uncovered four segments among 350,000 Marriott Vacation Club owners through cluster analysis based on their timeshare usage data from 2003 to 2009. ļ¬ Impressed Marriott executives by introducing the four segments named after shoe types (such as sandals, heels, tux and sneakers etc.) based on the distinct behavioral characteristics of each segment, revealed by linking timeshare usage data with demographic data. ļ¬ Identified two segments that are most likely to adopt a point system that injects more flexibility and simplicity to Marriott Vacation Club. ļ¬ Designed multi-level dashboards with metrics and KPIs measuring the performance of the new point system from launch and beyond. Air France: Search Engine Optimization (Fall ā09) ļ¬ Revealed the root problem of publishers with poor Probability of Booking by analyzing Click Through Rate and Conversion Rate matrix. ļ¬ Optimized strategies for high-cost publishers by adjusting bid strategy and keyword selection among 4510 keywords. ļ¬ Integrated publisher strategies that will increase the net revenue of Air Franceās Search Engine Marketing Campaign by 12.1%. ļ¬ Designed models to measure the impact of future SEM strategies on Net revenue and ROI. General Mills: Digital Media Mix Optimization (Spring ā09) ļ¬ Designed strategies to optimize the open rate and interaction rate of email newsletters of Betty Crocker, Pillsbury and Dinner Made Easy. ļ¬ Suggested Social Media application such as āBetty Bucksā on Facebook, to further engage with customers. PROFESSIONAL EXPERIENCE Marketing Synergy. Inc., Marketing Analytics Intern, Evanston, IL (Summerā09) Client-Flo Healthcare, the market leader of Integrated Wireless Mobile Workstations tailored for the healthcare industry. ļ¬ Revealed areas with future business potential for Flo through analyzing Floās sales data and the online activities of its most valuable web visitors ā visitors who requested product and industry trend information from the website. ļ¬ Impressed Floās marketing executives with a territory map indicating different degrees of business potential using gradually changing colors. ļ¬ Integrated multiple datasets including Google Analytics data, Floās sales and online survey data to reveal demographic and behavioral characteristics of Floās web visitors and drew insights on their multiple needs at different stages. ļ¬ Designed interactive dashboards with online tools tailored for each of Floās different stakeholders at different stages of their relationships with Flo. SIFE (Students In Free Enterprise), Participant, Beijing (Fallā05-Fallā07) A global, non-for-profit organization that mobilizes university students to help others in their communities. ļ¬ Marketed Xi Lan Ka-pu, a traditional Chinese handicraft, through traditional and digital media, and increased the monthly income of 60 handicraft makers by 4% in six months. ļ¬ Initiated āClick Your Yummyā project that helped struggling restaurant owners broaden their markets by adding online food ordering services targeting university students and boosted restaurant revenue by 30%. ļ¬ Won SIFE Spirit Awards of KPMG 2007 SIFE China Challenge Symposium. LEADERSHIP EXPERIENCE Northwestern University Chinese Students and Scholars Dance Team, Team Captain (Fall ā08-Fall ā09) ļ¬ Choreographed Traditional Chinese Dance for ā09 Spring Festival and Mid-Autumn Day Performances for 2000 audiences in Chicago. University of Science and Technology Beijing Dance Team, Team Captain/Member (Fallā04-Juneā08) ļ¬ Co-directed Dancing Flamesāthe 55th Anniversary Performance of USTB and the Graduation Performance of 2006. ļ¬ Won First Prize of the āBeijing University Students Dance Competitionā twice in a row. SKILLS Computer: Proficient in SPSS, SAS JMP, SQL, Google Analytics and Microsoft Office Language: Fluent in English and Mandarin |
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| Education & Certifications: |
EDUCATION
University of Science and Technology Beijing (USTB), Beijing, China Bachelor of Business Administration, July 2008 Northwestern University, Evanston, IL Master of Science in Integrated Marketing Communications, December 2009 Concentration: Marketing Analytics |
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| Expert skills / experience in: | SPSS, SAS JMP, Google Analytics, Excel | |
| Proficient skills / experience in: | SQL | |
| Contact for Availibility: | contractor@iqworkforce.com | |
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