Marketing Sales

Qiong Wu

*** ** ****. ***. ******** OR ***** Cell: 312-***-****

***********@*.************.***

MARKETING ANALYST

Collect relevant consumer insights to promote informed company decision-

making and higher return on investment.

Core competencies:

Predictive Modeling Segmentation Analysis Search Engine Web Analytics

Marketing

SKILLS:

Software: Proficient in SPSS, SAS, SQL, Advanced Excel, Google Analytics,

Google AdWords, Attensity, Exact Target

Language: Fluent in English and Mandarin

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

Course Projects:

Marriott Vacation Club: Segmentation Analysis (Fall 2009)

. Uncovered four segments among 350,000 Marriott Vacation Club owners

through k-means cluster analysis based on the timeshare usage data and

impressed Marriott executives when introducing the four segments named

after shoe types (such as sandals, heels etc.) based upon distinct

behavioral characteristics of each segment.

. Designed interactive dashboards with metrics and KPIs measuring the

performance of each segment.

Air France: Search Engine Marketing (Fall 2009)

. Revealed room for improvement for publishers with poor Probability of

Booking by analyzing Click Through Rate * Conversion Rate matrix.

. Optimized keyword strategy through keyword research and analyzing best

performing keywords of the 4510 total keywords.

. Designed ROI calculator to measure the impact of SEM strategies on Net

revenue and ROI and recommended an optimized SEM strategy that will

increase Air France's net revenue by 12.1% with the same budget.

PROFESSIONAL EXPERIENCE

Jacobs & Clevenger, Marketing Analyst, Chicago, IL (Apr. 2010 - Present )

Client-NAVTEQ, the leading global provider of map, traffic and location

data, enabling navigation, location-based services and mobile advertising

around the world. (Oct. 2011 - Present)

. During the Request for Proposal (RFP) process, conducted in-depth

industry and consumer research on NAVTEQ, and won the client over by

presenting the valuable insights we gained on the consumer mindset

toward different navigation systems.

. Designed direct mail hypothesis testing scenarios tailored for each of

the eight car manufacturers including Mercedes-Benz, Chrysler etc. to

optimize NAVTEQ's map update business targeting over six million in-

vehicle navigation system owners.

. Conducted profile analysis on customers who updated their in-vehicle

navigation map vs. customers who didn't update their map to identify

key drivers of the different behavior.

. Designed interactive dashboards to measure the effectiveness (Response

Rate) and efficiency (ROI) of the Direct Mail campaign.

Client-iPay Technologies, a leading electronic bill payment service

provider for more than 3,700 financial institutions in the US.

Email Marketing Campaign (June 2010 - Present)

. Responsible for planning and launching email campaigns to engage

iPay's 1.6 million customers on behave of more than 3,700 financial

institutions at six different stages of a customer's life cycle:

Awareness, Welcome, Abandon, Inactive, Ongoing and Lapsed.

. Designed A/B split and multivariate testing plans for each life cycle

campaign and set up the control and testing email programs within

Exact Target's email service platform.

. Suggested and implemented a test launch procedure using mock data

before officially deploying any emails due to the nature of the

financial service industry, and the complexity of iPay's customer

database.

. Thanks to the test launch procedure, more than 300,000 emails were

sent in Q1 20011 without any error.

Survey Analysis (April 2010 - May 2010)

. Analyzed survey results of 300 small business decision makers and

revealed 3 segments with different readiness levels for iPay's new

business online bill pay product;

. Help developed a White Paper based on the research findings to help

financial institutions better understand its small business customers

and leverage iPay's small business bill pay product to meet their

needs.

. The White Paper reached more than 2000 financial intuitions that are

prospects of iPay's business online bill pay product, and generated

tremendous leads for iPay.

Creature, Consumer Insights Intern, Seattle, WA (Jan.2010 - Apr.2010 )

. Identified Seattle's Best Coffee's unique value proposition within the

Starbucks Corporation by discovering demographical, behavioral and

attitudinal differences with Starbucks consumers using Simmons

Database.

. Suggested business opportunities for Alaska Airlines utilizing its

real-time consumer database to offer location-based services.

. Conducted in-depth competitive analysis for Clarisonic, from

identifying its competitive landscape to capturing trends in facial

cleansing products under recession.

Marketing Synergy. Inc., Marketing Analytics Intern, Evanston, IL

(Jun.2009 - Sept.2009)

Client-Flo Healthcare, the market leader of Integrated Wireless Mobile

Workstations tailored for the healthcare industry.

. Revealed areas with future business potential for Flo through

analyzing Flo's sales data and the online activities of its web

visitors.

. Impressed Flo's marketing executives with a territory map indicating

different degrees of business potential using gradually changing

colors.

. Analyzed multiple datasets including Google Analytics data, Flo's

sales and online survey data to reveal demographic and behavioral

characteristics of Flo's web visitors and drew insights on their

multiple needs at different stages.

SIFE (Students In Free Enterprise), Participant, Beijing (Fall 2005-Fall

2007)

A global, non-for-profit organization that mobilizes university students to

help others in their communities.

. 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.

. Initiated "Click Your Yummy" project that helped struggling restaurant

owners broaden their markets by adding online food ordering services

targeting university students and boosted restaurant revenue by 30%.

. Won SIFE Spirit Awards of KPMG 2007 SIFE China Challenge Symposium.

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