Marketing Data

Di Lu

*** **** ******, *** ****, NY ***** 646-***-**** adgxq9@r.postjobfree.com

EDUCATION

Yeshiva University, The Katz School New York, NY

MS in Quantitative Economics (STEM) Aug 2018 – Aug 2019 Relevant Courses: Data Science, Econometrics, Time Series, Probability and Statistics, Mathematical Method, Game Theory Hangzhou Normal University, Alibaba Business School Hangzhou, China BS in Marketing (Network Marketing) Sept2013- June 2017 Relevant Courses: Market Survey & Forecasting, Statistics, Data Mining, Consumer Behavior, Network Retail, Marketing Study Abroad: University of California, Los Angeles (UCLA) Summer 2015 PROFESSIONAL EXPERIENCE

Inguo.io Inc. New York, NY

Data Scientist & Analyst Jun 2020 – Present

• Built a target variable based time series algorithm in Python for the marketing agency client with marketing campaign data

• Preprocessed clients’ market research datasets; Created and analyzed casual graphs to undercover root causes for customer choice; Converting analytical results into actionable business insights

• Applied cross-validation in python to validate casual analysis results to inform users the accuracy of the algorithm S&P Global Inc. New York, NY

Research Associate –Part Time Jun 2019 – Aug 2020

• Built a model in Excel to automate the procedure of extracting time series data from the Capital IQ Platform; Cleaned, screened and normalized data to assure accuracy and consistency for modeling

• Conducted preliminary analysis in R; Applied econometric method to identify early warning signal of approaching financial crisis on a level of 11 economic sectors; Visualized results for comparison

• Represented the team (3/10) to present analysis results to senior managers from product and research departments

• Applied different statistics to optimize the predictive signal and conducted Monte Carlo simulation with simulated data to validate the effectiveness of the model

• Deployed rolling windows to check the change of correlation of major US stock indices in R; Applied Hidden Markov model along with topology data analysis to detect market regime change and systematic risk for the US financial system 2020 Prospect33 LLC. New York, NY

Data Analyst – The Client: Israel Discount Bank Sep 2019 – Feb 2020

• Supported the data governance project leading to a complete current state analysis with senior presidents across 16 departments to identify data thematic issues and value statements, assessing the ways in which each division could gain business value with effective data strategy

• Implemented fuzzy matching and normalization on systems list to ensure consistency over LoB’s to improve the query efficiency within the organization

• Created a data domain matrix by identifying systems and applicable data domains across divisions with the IT department

• Collaborated in a team of 4 people to develop a data management and strategy framework and provided a proposal to stakeholders Qianhe Planting Industry Ltd. Anhui, China

Marketing Specialist Jul 2017 – Jul 2018

• Conducted market research by interviewing farmers and franchisers to evaluate customer needs, and collected data from webs to analyze end-market demand to provide data-driven insights on marketing tactics, resulting in around 3% sale growth

• Collaborated with the technical team to create the marketing content to promote the latest plating techniques, including case studies, articles, and video posts, leveraging analysis to optimize the materials and increase engagement

• Developed and implemented more than 20 promoting conference marketing activities, covering about 30 million customers, optimizing the activities process to improve marketing efficiency and effectiveness PROJECTS

Prospect 33 LLC. - Future Leaders Program

• Data Analytics Program(SQL, Python, Tableau): Organized the flat Danske Bank money laundering dataset into a logical data structured; Loaded and retrieved, and analyzed via SQLite in the database to detect money laundering and wrote analysis report; Utilized Python to detect money laundering red flag patterns, visualized the results in Python and Tableau, and presented the finding report and actionable solutions to senior stakeholders in laymen’s term

• Change Management: Created an Agile project plan for implementing Collibra (a data governance platform) in a financial institution, including process mapping, ETL migration and testing plan and a project RAID log, and presented to stakeholders Data Science (Python)

• Sentiment analysis and prediction from clothing comments: Utilized TF-IDF on e-commerce clothing reviews to prepare text data; Applied logistic regression and neural network to predict classification of the sentiment and evaluated logistic as final model

• Customer Analytics: Conducted time cohort analysis with online retail data to extract customer lifetime and applied RMF metrics and k-means to segment customers

• Lending Club Default Estimation: Applied decision tree algorithm in predicting Lending Club's loan applicants' risk of default SKILLS

• Technical Skills: Python, R, SQL, Tableau, SPSS, MS (Excel, Word, PowerPoint), Google Analytics, Data Analytics, Market Research, Marketing Analytics, Data Science, Data Governance, Data Base, A/B Testing

• Certifications: Data Scientist with Python Track by Data Camp, Marketing Analytics with Python Track by DataCamp

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