Market Research Business Analytics Data Analytics Data Mining

Xiaomeng Liu (April)

**********@*****.*** 917-***-**** New York, NY 11206

LinkedIn Portfolio GitHub

EDUCATION

BARUCH COLLEGE, ZICKLIN SCHOOL OF BUSINESS New York, NY Master of Science in Business Analytics 2018 - 2020

● GPA: 3.6

● Teaching Assistant at Department of Management

STATE UNIVERSITY OF NEW YORK AT FREDONIA Fredonia, NY Master of Science in Education 2014 - 2016

● GPA: 3.6

BEIJING INFORMATION SCIENCE AND TECHNOLOGY UNIVERSITY Beijing, China Bachelor of Arts in English Translation and Interpretation 2011 - 2014

● GPA: 3.5

EXPERIENCE

MetrixLab Norwalk, CT Market Research Analyst Brand Engagement Team 2019/04-2020/04

• Conducted primary research, customized Ad Copy survey design for each client from over 100 solution protocols based on identified KPIs and other metrics to help clients optimize their TV and digital campaign communication effectiveness

• Monitored A/B Testing on campaign performance over samplings, performed data cleaning to build clear and concise datasets from benchmarked survey data using Python, developed data analysis and data visualizations on survey questions to provide contextualized and meaningful rich data insights ready for deployment

• Delivered presentation in PowerPoint providing consolidated key insights and actionable recommendations of digital media strategies to drive bigger success of campaigns

o Helped Craft Heinz to successfully breakthrough for their mobile banner advertising campaigns by uncovering root cause, the Breakthrough Rate raised to top 2 box of benchmark

• Executed over 50 data quality testing using MySQL for clients with data libraries, instructed with SPSS to ensure databased updated which entails intensive internal/external communications, troubleshooting, and detail control o Accomplished large sets of QA tasks for client including Google

• Supported senior researchers for entire lifecycle of digital copy test logistics including segmentation, Q’re development, Programming QA, Data Manipulation, Project Management, Research Analysis and Reporting

• Designed and executed experimental AI-based qualitative research and quantitative research methodologies innovation TripAdvisor Beijing Digital Marketing Analyst Product Marketing Department 2013/02-2018/08

• Researched data, performed data mining and statistical analysis from internal and external qualitative and quantitative data sources using Microsoft Excel to provide customer insights on content development, product design, and user engagement, achieved in designing and launching 50% of the content including exclusive Travel Guides with partnerships of Hong Kong and Turkey Tourism Administrations to attract more customers

• Carried out cohort analysis on over 5000+ segmented user reviews and ratings, combined driven insights with dynamic tourism information, and effectively translated statistical findings into consumer-ready recommendations and content-ready optimization, resulting in boosted download Click Through Rate from 20K to 50K+ Data Science project Fitness and Sports Retail Companies Stock Portfolio 2020/06

• Extracted and identified stock data entry from yahoo finance database using Python, understood corporate and finance business and data contexts by exploring basic statistics, then identified business objectives and key questions to answer

• Developed financial modeling using numpy and pandas to provide statistical analysis, competitive analysis to foresee the stocks’ bigger markets, and risk analysis using the Monte Carlo method to predict future stocks’ Value at Risk

• Visualized key findings using matplotlib and seaborn packages, recommended on corporate development and investment strategies of each stock portfolio in terms of its behavior, perspective, trend and risk TECHNICAL SKILLS & ASSETS

● Technical Tools: Microsoft Office, Google Suite, Python, R, MySQL, Google Analytics, Adobe Analytics, Google Tag Manager(certified), Data Studio(certified), Tableau, SPSS, SAS, Qualtrics

● Certification

Google Analytics Individual Qualification credential ID: 42578798 Google Ads Measurement credential ID: 46502308, Google Campaign Manager credential ID: 50249752

ColumbiaX: Introduction to Corporate Finance credential ID: 0ed393eab8ba476287ba103d1338aa54

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