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Data Analyst

New York City, New York, 11101, United States
February 15, 2019

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Meihui (Amelia) Li



Simon Business School, University of Rochester July. 2017 - Dec. 2018 Master of Science in Business Analytics (STEM Certified) Rochester, NY Coursework: Social Media Analysis; Predictive Analysis with Python; Advanced Business Modeling & Analytics; Core Statistics; R Programming; Marketing Analytics with R; Pricing Analytics; Data Management Awards/ Clubs: Merit Scholarship recipient; Data Analytics Club Shanghai International Studies University Sept. 2013 - June. 2017 Bachelor of Arts in International Journalism Shanghai, China Leadership: Vice President of “Yunchuxiu” Outdoor Activities Society; Led teams traveling to 10+ countries. EXPERIENCE

Nielsen Company Oct. 2016 - Mar. 2017

Data Analytics Intern, Consumer Insights

• Complied quantitative & qualitative data from 3,600 surveys for Johnson & Johnson’s Baby Toiletries Products with R to interpret customer’s demographic features, buying behavior, and channel preferences.

• Segmented consumers and created consumer portraits for five channels (online & offline); performed regression analysis to quantify the relationship between demographic data and purchase behavior.

• Rationalized the SKUs to eliminate packaging and functions not motivating to target consumers; optimized shelf assortment by analyzing consumer navigation habits, increasing client’s sales by 7% in six months.

• Analyzed sales data and consumer panel results to evaluate promotion effectiveness of PepsiCo products in convenient stores; managed project timelines and created detailed reports for client presentations. PepsiCo, Inc. GCR. Mar. 2016 - June 2016

Marketing Communications Intern

• Developed strategies for the marketing campaign of a new product on social media (WeChat, Weibo) by analyzing user preference and customer feedback, increasing user registration by 30%.

• Executed end-to-end process for three events focused on employee evaluation against aggressive deadlines. ANALYTICS PROJECTS

Xerox Corporate Card Fraud Analysis – Capstone Project Feb. 2018 – June. 2018

• Extracted Xerox’s worldwide corporate card data (3-year, 14k employees, 3 million transactions) with SQL; segmented transactions by expense types, locations, seasonality, single trips etc. for separate analysis.

• Created pipelines to manage data cleaning, encoding on categorical attributes and feature scaling by Python; performed exploratory analysis with descriptive statistics and visualizations in scatterplot and boxplot.

• Ran various tests to discover expense patterns and flag anomalies; built and tested the performance of alternate machine learning models, including random forest and logistic regression, to label suspicious transactions that require further investigations.

• Visualized analysis results by building interactive dashboards in Tableau; presented the project to Xerox’s analytics team and stakeholders and suggested potential ways to reduce travel expenses.

• Led a team of five to initiate and track project planning, tasks, and client communication. Social Media NLP Analysis Project May. 2018 – June. 2018

• Performed sentiment analysis and ran classification models on Document-Term Matrix of 50k tweets about major US airlines to analyze customer satisfaction and find out major complaints.

• Connected SQL database from R and fetched data of 14 million Facebook posts to detect emerging healthy food trends, using match operator, Document-Term Matrix and visualization in Tableau. ASSETS & INTERESTS

• Technical skills: Python; R; Tableau; MySQL; Google Analytics; Microsoft Advanced Excel; TensorFlow

• Volunteer work: Led a volunteer teaching program in Northwest China and raised donations of $10,000

• Interests & Hobbies: Cooking; Interior Design; Traveling; Movies; Hiking; Swimming; Video shooting

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