Digital Marketing Social Media

SHENGHAO WU

New York, NY 929-***-**** ******@*******.***

LinkedIn Profile: https://www.linkedin.com/in/shenghao-wu/ GitHub Profile: https://github.com/ShenghaoWuFD

TECHNICAL SKILLS

• Analysis Software: Tableau, Python, R, MySQL, Google Analytics, Google Ads, SPSS, Excel (Pivot Table, VBA), Salesforce

• Analysis Methods: Data Wrangling, Web Scraping, Clustering, Classification, Regression, Simulation, Chi-Square Test, T - test, ANOVA EDUCATION

FORDHAM UNIVERSITY, GABELLI SCHOOL OF BUSINESS New York, NY MS, Marketing Intelligence, Expected Dec/2020. 2019-2020

• Relevant Coursework: Statistic Methods and Computation, Data Mining, Data-Driven Marketing Decision, Marketing Research, Digital Marketing Analytics

ANHUI UNIVERSITY

BA, Marketing

• Coursework: Advanced Mathematics B (i), Fundamentals of Programming, Marketing Research, Enterprise Strategic Management

Hefei, CHN

2015-2019

EXPERIENCE

NETEASE GAMES Shanghai, CHN

Live Broadcast Digital Marketing Assistant, Marketing and Channel Center 06/18-01/19

• Evaluated business value, character set, and figure packaging for chosen anchors

• Employed SQL to access and clean customer data, delivered key findings of different segments of customer clusters in SPSS

• Gathered and calculated weekly marketing data (popularity of the anchor, video hits, fan feedback) from the web and social platforms, then forecasted the trend of the investments and results for timely adjustment of next week's marketing strategy with the regression method

• Devised offline activities, e.g., fans meeting, offline arena contest, based on the analysis of anchors' promotional character setting and the demand generation of target audiences

PROJECTS

WRANGLING AND ANALYZING 70K PFIZER SOCIAL MEDIA & ADS 2019 DATASET WITH PYTHON 06/20-07/20

• Utilized the requests library to download files programmatically and query the Twitter API for each tweet’s JSON data including tweet ID, retweet count, and favorite count

• Accessed gathered data both visually and programmatically, detected and documented eight quality issues and two tidiness issues, then cleaned each of the issues

• Used machine learning to tag different comments with nine different comment classifications, then applied sentiment analysis to discover business insights about brand sentiment

• Analyzed and produced four key findings and five suggestions for Pfizer managers, reported them with explanatory visualizations and graphs created by Tableau

BLOG DIGITAL MARKETING ANALYTICS 01/20-02/20

• Connected Google Analytics and Google Ads (AdWords) on a self-established blog named "EveryonePlays”

• Explored blog, including goal flow using Google Analytics, checking the Funnel visualization

• Ran marketing campaign with Google Ads, setting 40+ keywords and 8+ ad groups to improve the quality score of our ads and click- through-rate; analyzed the campaign outcome and actions taken to trace the improvement over time CLUSTERING & REGRESSION: IDENTIFYING SEGMENTS OF 100K CUSTOMERS 09/19-10/19

• Aggregated and filtered transactional data with MySQL to form customer records

• Conducted a hybrid of Hierarchical and K- Means Cluster Analysis using IBM SPSS 22 and identified meaningful segments of customers through a discovery approach

• Launched Regression Analysis to formulate customer profitability prediction model

• Drew an infographic for presentation and wrote a campaign report including key-findings, managerial recommendations for targeting each group with appropriate marketing offerings ADDITIONAL

• Languages: Fluent English; Native Mandarin

• Coursera Certifications: Udacity Data Analyst Nanodegree, SQL for Data Science, Using Python to Access Web Data, Python Data Structures, Google Analytics Certification, Hands-On Tableau Training for Data Science, Business Writing Certification

• Volunteer: Upadowna(Colorado) social media volunteer(Since July 1st, 2020 until now)

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