Marketing Project

Ci (Eileen) Song

**** * ******** ***. *******, Chicago, IL, 60605

312-***-**** ************@*******.***

SUMMARY

Advanced data analyst with strong qualitative and quantitative research skill; Expert in statistical modeling technique/software (SAS,

SPSS); Solid skill in database programming (Oracle SQL); Working experience in conducting survey, analyzing/modeling big data,

developing SEO and launching online marketing campaigns.

EDUCATION

DePaul University, Kellstadt Graduate School of Business, Chicago, IL 2012.9-2014.6

MS in Marketing Analysis GPA: 3.9/4.0

Scholarship: Academic Excellence Scholarship Award

Beijing International Studies University, Beijing, China 2008.9-2012.6

BS in International Economics and Trade GPA: 3.9/4.0

Scholarship: 2009 - 2012 first class scholarship

PROJECT EXPERIENCE

Yoplait Light Yogurt Ad Campaign Evaluation – SPSS 2013.6-2013.11

Project Purpose: Customer insights of Yoplait Light

Project Process:

Performed Perceptual Mapping to visualize product/brand position in current market

Multivariate Data Analysis: including Factor Analysis & PCA to define latent features and group variables; Multivariate

Regression Analysis to discover the correlation between demographic features and ads

Segmentation Analysis: using Hierarchical, K-means and Neural Network Clustering Analysis to segment customers

Multiple Discriminant Analysis: Identify the significant seconds/elements of ads by calculating potency index

Correspondence Analysis: visualize homologous relationships between post-purchase intent and customers

Vehicle Price Prediction – SAS 2013.1-2013.6

Project Purpose: Predict vehicle price & detect influential factors of vehicle’s price

Project Process:

Data quality analysis & Pre-processing (missing value & outlier detection, data transformation & standardization)

Pearson correlation & feature ranking analysis to analyze features of the vehicle (horsepower, brand, drive, weight…)

Regression modeling with logistic, multivariate regression(stepwise, forward, backward) to predict vehicle price

Model evaluation: Multicollinearity analysis, R-square, MSE, MAE, MAPE, Residual etc…

Model selection: Compare different model results, using bootstrap algorithm & weight different models to get a more

stable result, then make a final prediction on MSRP

Video Rental Store Database -- Oracle SQL 2014.1-2014.6

Project Purpose: Database system for Video rental store

Project Process:

Designed data structure & created database

Used advanced PL/SQL to design function & procedure for customer reg istration, customer information update, video

rental, video return, expire date alert

Completed error detection algorithms for handling database runtime error

WORKING EXPERIENCE

Digital Marketing Analyst, Mandarin Communications Group, Chicago, IL, USA 2014.2-Present

Processed E-mail Marketing through MailChimp, tracked and analyzed Opens and Clicks reports

Executed SEO tactics on company’s website, Mandarinquarterly.com, resulting in 881% increase of impressions and 519%

increase of clicks in three months

Utilized on-site optimization (add page title &Meta description, increase keyword density, URL optimization. etc

Searched and updated events on company’s digital platforms using WordPress

Internal Risk Control Intern, SIEMENS Ltd., Beijing, China 2012.2-2012.7

Used SAP (ERP Software) to export reports and test internal risk, which helped have a good understanding of data

Assisted Ernst & Young in completing annual audit, allowing the whole team increasing efficiency

Prepared new recruiters through training classes, assisted lecturer with presentation and final report

Documented and managed key controls about timeline and rules for departments to follow, published to the intranet

CERTIFICATION AND SKILLS

Software Skill -- SPSS, SAS(Certified Base Programmer), Oracle SQL, R and Microsoft office

Analytics Skill -- Multivariate Regression Analysis, Logistic Regression Modeling, Factor Analysis, Principle Components

Analysis, Cluster Analysis, Correspondence Analysis, Multiple Discriminant Analysis, K -Nearest Neighbor Analysis, Time

Series Analysis

Expertise in Google AdWords, Google Analytics, MailChimp, W ordPress and Survey Monkey

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