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Marketing Data Analysis

San Francisco, CA
March 25, 2019

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Olivia (Danchen) Sun

Alameda, CA


Summary of Qualifications

Technical Skills: Excel, SQL, R, Tableau, Python, Google Analytics, MS Access

Professional Skills: Google Ads, Facebook Ads, CRM, MS Office Suite, Google Apps

Certificate: Facebook Certified Planning Professional, Facebook Certified Buying Professional, Google Ads Fundamentals

Analytical Skills: Mathematical Statistics and Data Analysis, Machine Learning, Linear Modeling, Database Management

Languages: English, Chinese Mandarin

Professional Experience

Product Madness - San Francisco, CA Sep 2018 – Present User Acquisition Analyst

Improved UA efficiency by designing and establishing key performance dashboards

Designed and implemented A/B tests on different variants such as placements, creatives, and targeting

Built and owned periodic reporting and communicated to the stakeholders with easy-consumed visualizations using Tableau and Excel

Managed multi-million dollars campaigns across different apps and increased ROAS by 100%

Defined and created new audience segmentation through analysis of third-party and internal data using SQL

Optimized pre-attribution fraud thresholds through testing and analysis and brought on average $9K per month savings

Fostered strong relationships with several partners through transparent communication, ensuring performance

Performed actionable ad hoc requests for cross-functional teams to evaluate the efficiency of marketing initiatives AlwaysHired - San Francisco, CA May 2017 - Aug 2017 Marketing Analytics Intern

Analyzed the performance data and redefined targeting audience, resulting in a 10% increase in new visitors

Supported budget allocation across different channels based on performance

Improved SEO by optimizing keywords and streamlining content, achieving a 12 % decrease in landing page bounce rate Zijin Fortune Holding - Nanjing, China Dec 2016 - Jan 2017 Data Analyst Intern

Enhanced Conversion and Default Risk models by 3 % using Logistic regression in R

Automated data-cleaning process dealing with more than 20 products of data vendors and credit bureaus in Excel

Conducted market clustering analysis to help develop marketing strategies Projects

Adult Income Predication (R) - Berkeley, CA Feb 2018 - Mar 2018 University of California, Berkeley

Conducted data quality examination and used histogram, bar plot and scatterplot to visualize the association between each predictor and response for exploratory analysis

Built classification, bagged tree and random forest for predicting whether a person makes over 50K a year Golden Bear Orientation Data Management & Analysis - Berkeley, CA Oct 2017 - Dec 2017 University of California, Berkeley

Improved data management process for New Student Services Office by designing a relational database

Developed a linear regression model to predict the ‘not well’ Orientation Leader candidates to improve the screening process Education

University of California, Berkeley - Berkeley, CA Graduated in May 2018 Bachelor of Arts in Statistics

GPA:3.755 /4.0(top 15%)

General Distinction at Graduation

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