Marketing Sales

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Elle Bi

******@*******.*** + Phone: 408-***-**** + West Hollywood, CA

Sr. Web Analyst/ Sr. Business Analyst

Senior Analyst in product, web analytics, online marketing and business

intelligence development directing site/marketing/business optimization

strategy, and functional/business analysis of business intelligence and

data warehouse systems.

+ Proven track record of leadership in web analytics, data analysis and

business intelligence

strategies under very large web click streams and data warehouse

environment. Work cross-

functionally with product management, marketing, sales, data

services, engineering and

user experience regularly in social networking, online media,

music, finance, entertainment,

gaming and ecommerce industries.

+ Hands-on experience leading full life cycle stages of web applications,

web click streams

data and business intelligence system development effort, including

requirements definition,

function analysis/design, workflow, user cases, data modeling, project

management,

implementation, QA and maintenance.

+ Outstanding leadership and entrepreneurial problem solving capabilities

in business/

functional analysis, web analytics strategy and optimization, and

Agile project management.

Areas of Strength

Project Management Digital Media/Advertising

Database Marketing

Web Analytics Functional/Business Analysis

Statistics/Data Mining

Marketing Test/QA Marketing/Site Optimization

BI/Data Warehouse

Proficiencies

Analytics/BI: Omniture, DART, Google Analytics, ComScore, Data Analysis,

Data Mining, SAS, Content Management System, Microstrategy,

Business Objects, OLAP, MDX, Hyperion, SSAS

Marketing: New Media, Digital Advertising, Integrated

Marketing, Branding, PPC, SEM/SEO, Social Media Marketing,

Performance Based Advertising, Blogs, Bookmarking, Ad

Serving, Online Community, SAS, Database Marketing,

Campaign Optimization, WordTracker, WordPress

Prod Mgmt: Market Analysis, Performance Metrics, Business

Cases, Pricing,

Product Roadmap, Go-to-Market

Strategy, Sales Channel Support

Databases: Oracle, MS SQL Server, SQL, PL/SQL, DB2, VLDB

Others: Agile/Scrum, UML, RUP, ETL, ER, SDLC, ERP, SAP, CRM

Professional Experience

Sr. Analytics/BI Analyst, MySpace Beverly

Hills, CA 04/2008 - 06/2009 Established one of the world's largest

analytics and business intelligence system. Media and web analytics for

marketing, ad serving, monetization and UI optimizations.

+ Web analytics product definition and implementation to track

marketing campaigns, ad

serving and measure site visitors engagement stats. Business

analysis with product directors

to define key performance measurement metrics and translate into

reporting solutions.

Elle Bi

to define key performance measurement metrics and translate into

reporting solutions.

Come up with site, marketing and business optimization strategies

based on analytics

report data. Analytics products developed include site

categorization, executive dashboard,

top 100 page, new user home page A/B testing using

Microstrategy, OLAP reporting,

Excel, AJAX and asp.net.

+ Strategic marketing, SEO/SEM analysis based on the web analytics data

integrated from

SiteCatalyst, Google Analytics, ComScore and MySpace Data Warehouse.

+ Advertising product strategy and optimization with highly defined

audience segmentation

and contextual hyper-targeting for performance based PPC and

CPM ad campaigns, and

Google sponsored links. Social media content traffic monetization

on mobile, local, music,

video and home pages to drive optimal profitability with various

advertising initiatives and

value based pricing strategies. Analytics of Ad serving to

provide strategies and insights for

improving the advertiser products placement and branding.

+ Helped with the successful launch of Myspace Music digital

streaming products. Worked

with music industry SMEs for song merge and royalty payouts to

major partnered labels:

Warner Music, UMG, Sony BMG and EMI. Enhanced user experience for

music player.

+ Analyzed ComScore media metrics and imported Comscore media trend

information

through web services API for competitors site stats analysis and

comparison.

+ Developed Myspace UI redesign roadmap based on ethnographic user

research and

usability lab study that drastically enhanced user experience

with sitewide navigation, new

user home page, reduced clutter and advertisement. Cross team

work of stakeholders from

product, QA, technology and visual design during the UX and A/B

testing process.

+ Statistical and data mining analysis using SAS to build yield

optimization with predictive

modeling, audience hyper-targeting with segmentation techniques

and hypothesis test to

assess marketing A/B test results.

+ Hundreds of terabytes web click and music/video streams data

scalability ETL and

analytics reports development with parallel and distributed VLDB

databases. Data

architecture and data marts design based on business requirements for

streams data at

the detail (staging) and aggregation (analytics) level. SQL queries

and parallel data

pulling from 500 federation SQL Server databases.

+ Executed Agile (Scrum) project management process on a daily basis.

Made major

improvement to various systems that reduce errors and execution time by

70% to 80%.

Online Marketer, InterWave Marketing Los

Angeles, CA 03/2005 - 04/2008 Applied integrated marketing

communications and branding strategies to E-Commerce and B2B web sites

promotion and development.

+ Online marketing and lead generation using SEO/SEM, PPC, Keyword

research, Affiliate,

Email Marketing, Blogs and Bookmarking.

+ Business model, brand strategy planning, various industry market

researches and

competitive analysis.

+ Tested and compared multiple advertising campaigns with web analytics

and traffic

analysis tools. Campaign and site optimization based on testing results

for better

conversion rate.

Sr. Business Analyst/BI Lead, Vivendi

LA, CA 12/2005 - 08/2007 Business and technical savvy with hands on

experience in all facets of the planning, implementation and management

of BI and data warehouse solutions. Oversees the company's most important

Global BI system.

+ Translated and prioritized business requirements into solution plan,

roadmap and detail

Elle Bi

specifications. Collaborated communication with marketing, sales,

finance teams for

successful product launches.

+ Solution owner and subject matter expert on BI and data warehouse

solutions and strategy.

+ Lead the implementation of the company's brand new, global portal

gateway business

intelligence system using Teradata Decision Experts with data

source from Oracle 11i ERP

system. Solid understanding of financial, orders and sales

business processes in AR, AP,

budgeting and forecasting, general ledgers, inventory and point

of sales.

+ Gathered requirements, architected and transformed business rules into

technical

implementation. Getting buy-ins and assisted users with ad hoc report

creation.

+ Project management to keep the BI solutions roadmap updated with

planned deliverables

and timeline. Oversees and trains local and global BI team.

+ Business Objects Enterprises, ad hoc and OLAP report deployment

and maintenance for

various business function users.

+ Created and maintained ETL data flow using Business Objects Data

Integrator. Managed

Comshare Financial Applications with SQL Server databases and

Analysis Services cubes.

Business Analyst/DBA, Amada Inc. Buena Park, CA

7/2004 - 12/2005

Responsible for creating business blueprints and conducting ERP

functional analysis.

+ Led requirements definition and business process design efforts

with business and IT

Groups. Business process modeling and reengineering for SAP

processes.

+ Data analysis with business report generated from Hyperion and

Crystal Report.

+ Advanced enterprise electronic reports writing with solid database

and OLAP knowledge

using Hyperion and Crystal Report. Implemented web-portal reports

access.

Web Product Analyst, C.P.Morgan Carmel, IN

11/2000 - 5/2004

Worked with various business operation groups to define and develop

Java web applications

from concepts to completion.

+ From JAD session, business requirements document, translation to

functional specification,

data modeling, interface design and web application code

development, feedback sessions

and user training. Worked in collaboration with all stakeholders

and successfully led the

on-schedule transformation of Microsoft VBA based Bonus System

and Survey System to

innovative corporate Java web applications that achieved great

business optimization in

operations across multiple departments.

Work Eligibility

US Citizen

Education

MS (Data Mining) Purdue University

Digital Media, Digital Advertising UCLA

BS (Mathematics & Computer Science) Sanxia University, China

Certification

Certified Product Manager. Pragmatic Marketing

Professional Trainings

Agile/Scrum, Myspace CMS, Myspace Music, Steve Souders High Performance Web

Sites, Integrated Marketing Communications, Branding, Microstrategy,

Business Objects, Teradata

Leadership: APEX (Nonprofit) Board Committee Member

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