Marketing Data

Shengqi Li

w 312-***-**** w *******.******@*****.*** w 1130 N.Dearborn st., Chicago, IL 60610

QUALIFICATIONS

• Advanced skills in statistical modeling tools (SAS, R, SPSS)

• Expert skills in Database Design and Database programming (Oracle SQL, PL/SQL)

• Proficient in Data Mining and Statistical Modeling (Regression, Time series, Decision Tree, K-NN, Clustering)

• Competent skills in SEO and SEM (Google Analytics, Google AdWords, Tableau)

• Microsoft Office Word, Excel (Macro, logic/v-lookup functions, pivot table), PowerPoint, Visio, and Outlook EDUCATION

DePaul University, Kellstadt Graduate School of Business, Chicago, IL 06/2015

• Master of Science in Marketing Analysis

Southwestern University of Finance and Economics (SWUFE), Chengdu, China 06/2013

• Bachelor of Science in Marketing

EXPERIENCE

Mandarin Communications Group, Chicago, IL 03/2015 - Present Digital Marketing Assistant

• Improved meta descriptions, keywords density, and title tags to elevate 7 website ranking on Google search

• Contributed to more than 50% increase in clicks and impressions on company’s website by utilizing SEO tactics

• Achieved 25% more traffics by building statistical model to find the channels bring most visitors to the website

• Attracted 20% more clients through e-mail marketing campaign by tracking and analyzing e-mail opens and clicks

• Reached 15% more target clients to participate in events by reducing data errors and improving database design People’s Insurance Company of China (PICC) Chongqing Branch, Chongqing, China 01/2013 - 07/2013 Marketing Intern, Auto Insurance Department

• Fixed promotion problems by collaborating with China Telecom to connect with 80% of our target customers and thus reduced 15% of budget in a joint program conducted by PICC and Industrial and Commercial Bank of China

• Involved file organization and data collection to save clients on average of 20 minutes claim processing time

• Assisted colleagues with concise presentation and professional marketing plans to win the orders of a big company PROJECTS

Database Application for Video Rental Store (Oracle SQL, PL/SQL) 04/2015 - 06/2015 Purpose: building application to insert and update records in a video rental store database and generate reports.

• Created tables by schema and constraints so that all the information was logically stored in database

• Compiled package including function and procedure to quickly retrieve information from database

• Run test cases to ensure the reliability and validity of the package built for the database Linear Regression/ Logistic Regression for Bank Marketing Campaign (SAS/R) 01/2015 - 03/2015 Purpose: discovering most valuable factors and proposing strategies to optimize next bank marketing campaign.

• Conducted data pre-processing to get clean data as a solid base for further analysis

• Improved regression with various types of diagnostics to strengthen the persuasion of the model

• Evaluated model by cross validation and adjusted R2 to ensure the validity of conclusions Project Consultant for Abercrombie & Fitch (SPSS, Excel) 03/2014 - 06/2014 Purpose: suggesting marketing strategies to help A&F enhance competitiveness and regain its market share.

• Conducted questionnaire to gather primary data and then analyzed the data with SPSS and Excel

• Employed Perceptual Mapping and Conjoint Analysis to discover latent features and sweet spots for strategies

• Suggested practical advice to help A&F retarget its customers and stimulate sales

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