Data Analyst Marketing

JING (SABRINA) LI

530-***-**** *****@*******.*** San Francisco, CA linkedin.com/in/jingli221 github.com/mmokki P R O F I L E

Data analytics professional with three years of experience as marketing analyst and data analyst in IT industry. Specialties: Data Management & Visualization, Exploratory Data Analysis, A/B Testing, Experimental Design, Statistical Testing, Linear and Logistic Regression, Clustering Analysis, Predictive Data Modeling, NLP, Web Scraping, ETL Techniques & Tools: SQL, MongoDB, R, SPSS, Python, Spark, AWS, Google Analytics, Adobe Analytics, Tableau, Excel Certificates: Tableau Desktop Certified Associate, AWS Certified Cloud Practitioner E D U C A T I O N

University of California, Davis San Francisco, CA

Master of Science in Business Analytics (3.75/4.0), Beta Gamma Sigma Member 2019 - 2020 Shanghai University of Finance and Economics Shanghai, CN Master of Management, Management Science and Engineering 2015 - 2017 Bachelor of Management, E-commerce 2011 - 2015

P R O F E S S I O N A L E X P E R I E N C E

Engage3 San Francisco, CA

Data Analyst & Project Manager, Practicum Sept. 2019 – Jun. 2020 Leading a team with seven peers to help Engage3 optimize its in-house dynamic pricing model for retailers regarding Anomaly Detection, Demand Forecasting, A/B testing and Performance Monitoring.

• Improved 66% of data quality check efficiency by developing an automated anomaly detection framework with 85% accuracy via feature engineering and DBSCAN clustering to identify products containing abnormal prices

• Reduced 50% manual load by creating statistical metrics to detect price anomalies using SQL in Snowflake

• Increased 18% accuracy and 30% model training speed by benchmarking the existing demand forecasting model utilizing ARIMA, Prophet, and Exponential Smoothing algorithms in Python

• Assisted designing of A/B testing experiment by implementing hierarchical clustering in Python to match stores

• Evaluated the performance of dynamic pricing model with a live tracking dashboard for its A/B test KPIs in Tableau

• Ensured live reporting to clients and quick actions for red flags by building interactive dashboards to identify and investigate under-performing categories and SKUs across 100s of stores

• Guided pricing strategies by communicating the monitoring results and suggestions with CEO on a weekly basis Utry Information Technology Hangzhou, CN

Marketing Analyst & Consulting Analyst Jul. 2017 – Jun. 2019 Supporting consulting project and marketing analysis as the only technical analyst in Consult & Research team.

• Saved 80% of working time on data collection by creating a data pipeline scraping tender data into MySQL database

• Generated 22% new sales opportunities and restructured market expansion strategy by designing a self-serve market demand analysis dashboard showing the distribution of potential customers in Tableau

• Improved customer service efficiency by 15% for a call center of a leading telecom company through defining, computing, visualizing, and analyzing ticket processing KPIs using SQL

• Increased 11% of customer satisfaction by implementing NLP and clustering analysis to extract topics on 1.1M of customer service conversations in Python and R

Transwarp Information Technology Shanghai, CN

Growth Marketing Analyst, Internship Jun. 2016 – Mar. 2017 Assisting the marketing team in customer acquisition, growth and conversion leveraging data analytics.

• Assessed the performance of online and offline marketing campaigns by defining and calculating KPIs in Excel

• Gained 70s of sales opportunities by conducting segmentation analysis on followers of WeChat official account

• Increased 6% conversion rate by implementing web analytics in Tableau to identify potential customers utilizing user profile and browsing behavior data from the official website A N A L Y T I C S P R O J E C T S

Data Management (SQL & MongoDB): Web-scraped eBay Database; Twitter ETL Pipeline; OMDb API Movie Database. Machine Learning (Python): Stock Price Movement Prediction using Scraped Tweets and Nasdaq News. Big Data Analytics (Spark): Venmo Transactions Social Network Analysis; Marketing Mailing Engagement Prediction.

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