Senior Data Analyst
Resume:
Xiang (Lia) Li
*******.******@*****.***
SUMMARY
Business-oriented Senior Data Analyst who possesses 4+ years’ experience in data analysis and visualization. Well-versed in retrieving and analyzing data using SQL, Excel and Unix Shell Scripting. Transformed a number of error-prone tasks into repeatable reports and automated them with Python and MicroStrategy (BI tool). Partner with business leads to provide ad hoc investigation to solve day-to-day issues and to report company’s quarterly performance to executive management. WORK EXPERIENCE
07/2017 -
present
AdMarketplace
Senior Data Analyst, Business Intelligence Team
New York, NY
Leading ad hoc investigations on revenue performance anomalies to minimize the negative impact; Synthesizing data with SQL and Excel (Pivot tables, vlookup, macros, etc.) and providing feedback to business leads in a timely fashion that saves at least 50% of the time
Transforming existing Python reports to dynamic MicroStrategy dashboards and automating report generation and distribution to facilitate multiple teams including Operations, Services and Finance to retrieve desired data to perform their daily functions
Cooperating with Senior Management to build a BI dashboard on company’s performance- wise overview which reports revenue, traffic fluctuations and coverage within 1% discrepancy
Developed a web crawler project to retrieve relevant URLs of given brand terms using Python for Sales team to expand demand business
03/2015- AdMarketplace New York, NY
06/2017 Data Analyst, Operations Team
Designed innovative strategies for fraud detection to maintain high traffic quality of advertising platform; Trimmed down 15% unhealthy traffic while increased click-through rate by 25%
Optimized yield of three major clients to achieve their desired goals by analyzing user trends and improving click-through rate (CTR) and revenue per query (RPQ)
Developed a keyword clustering project using Python to analyze client’s advertising categories and provided supply matching suggestions to Operations and Services team
Documented the use cases of database utilization which is used as training materials and reference manuals
10/2014 - Fordham University New York, NY
03/2015 Research Assistant, Data Analysis & Consulting Project
Assisted Professor Yilu Zhou consulting to outdoor product company Shanmai about how the preshopping factors of customers shape their unplanned buying decisions
Created tables and queries in Access using SQL commands to generate aggregated information from point of customers and products respectively
Extracted product features from page title using VBA, combining important characteristics to give a product profile, and organizing results for further product-customer association analysis
Designed mockup diagrams and tabs using Tableau and Excel and presented them to the client for further implementation with real time operations
09/2013 -
12/2013
Fordham University
Team Member, Job Search & Recommendation System Design New York, NY
Developed a Visual Basic program to improve job hunting efficiency in the IT field in NYC
Built an IT-related dictionary and applied TF-IDF to determine the weights of various keywords in job description
Modified the cosine similarity algorithm to score the matching level between job descriptions and a user’s resume, providing users with top 10 fitting positions and inserting a URL for each job EDUCATION
09/2013 - FORDHAM UNIVERSITY, GRADUATE SCHOOL OF BUSINESS New York, NY 12/2014 Master of Science, Business Analytics, GPA 4.0/4.0, Dean’s List 09/2009 -
UNIVERSITY OF TORONTO
Toronto, CANADA
06/2013 Honors Bachelor of Science, Mathematical Applications in Finance & Economics (Specialist) ADDITIONAL INFORMATION
Certificates: SOA Exam-Financial Mathematics, SOA Exam-Probability
Programming Skills: Advanced in SQL, VBA; Experience in Python, Unix Shell Scripting, R
BI Tools: Strong knowledge in MicroStrategy; Basic knowledge in QlikView, Tableau, IBM Cognos
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