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Social Media Data

Los Angeles, CA
November 21, 2018

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Yuanyu (Wendy) Mu

213-***-**** • •


University of Southern California, Marshall School of Business – Los Angeles, CA May 2020 Master of Science in Business Analytics (STEM), Dept. of Data Sciences and Operations University of Nottingham, Ningbo China – Ningbo, China July 2018 Bachelor of Science in Finance, Accounting and Management Honors: First-class honor, GPA: 4.0


Mars – Beijing, China Summer 2017

Brand Marketing Intern

• Analyzed data from various sources, including monthly sales tracking, financial analysis, external retail data and media coverage data, to aid Dove branding team in business review and in setting new operation plan

• Developed analysis on Dove China portfolio and overall Chinese chocolate market with Mars global team, building global portfolio framework and evaluating local market implementation

• Contributed financial knowledge, expertise to help marketing department in placing purchase orders to track spending and compare with budget; average 11 orders per day Roland Berger – Shanghai, China Spring 2017

Part-time Analyst

• Developed benchmark analysis of automobile industry and leading automobile companies; organized data from various sources to reflect competitor policies

• Presented reports and slides to clients, aiding them in deciding whether to enter the luxury car industry PROJECT EXPERIENCE

Farmers Insurance Data Visualization Project –Los Angeles, CA Current Project Lead

• Applied logistic regression and decision-tree to segment customers to identify cross-sale opportunity

• Create interactive visualization using R Shiny dashboard to present the result of the exploratory data analytics

• Communicate the insights to Farmers Insurance Group by presentation and reports Machine Learning Project: Movie Box Office Prediction – Ningbo, China Autumn 2017 Individual Project

• Crawled data of top 300 highest-grossing movies in China from social media for the year 2017

• Identified patterns in box office performance by building a multivariant regression model in R

• Presented the implications for Chinese film industry in marketing for upcoming films SQL Database Design Project– Ningbo, China Spring 2017 Project Lead

• Led a team of nine to design a relational database for an online music streaming company to better manage customer relationships

• Created a set of SQL queries to extract customer data, including favorite music and genre, for further analysis

• Applied Business Intelligence method in WEKA to investigate consumer email subscription preferences SKILLS & INTERESTS

Programming: Data cleaning (R: dplyr, lubridate, stringr), Big Data (Google Big Query) Visualization: Tableau (calculated field, highlighting, filtering), R (ggplot2, R Shiny) Modeling: Supervised learning methods (nearest neighbor, linear regression, logistic regression, decision trees, random forests, svm), unsupervised learning methods (kmeans) Language: R, SQL, Python

Tools: Postgres SQL, Tableau, Jump, Stata, WEKA, SPSS Modeler Certification: SQL for Data Science, Consumer Analytics Soft Skills: Dashboarding, consultation, strategy, problem framing Interests: Piano, Chinese calligraphy, Photography LEADERSHIP AND SERVICE

• Head, Nottingham Alumni Association Ningbo (NAAN)

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