Marketing Analytics, Python, Tableau, R, SQL

Danli “Delia” Hu

202-***-**** ●**** Stream Bank Ln, 20770 ● adjk0y@r.postjobfree.com

https://www.linkedin.com/in/danli-hu-73316a159/

EDUCATION

University of Maryland, Robert H. Smith School of Business College Park, MD Master of Marketing Analytics Sep 2019 – Dec 2020

● Marketing Strategy, Statistical Programming, Advanced Marketing Analytics The Chinese University of Hong Kong, Shenzhen, School of Management and Economics Shenzhen, China Bachelor of Business Admission, Marketing and Communication, GPA: 3.4 Sep 2015 - June 2019

● Summer exchange student, University of California, Los Angeles, U.S. (Digital Cinematography, Elementary Music Theory)

● Exchange student, University of Newcastle, Australia (Photomedia, Digital communication, Strategic Marketing, Japanese) TECHNICAL SKILLS

● Data Analytics: SQL, R, SAS, Python, SPSS, Tableau, Advanced Excel, A/B Testing, SEMrush, Google Analytics

● Statistical Model: Linear Regression Model, Logistic Regression Model, Multinomial Logit Model

● Machine Learning: XGBoost, k-NN, SVM, Naïve Bayes, Decision Tree, Random Forest, Text mining, NLP, PCA PROJECT EXPERIENCE (NO DATES)

Ecommerce Analytics

Python, R - Customer Behavior Analysis for Revenue Forecasting

(Customer Behavior Analysis for Revenue Forecasting (Python, R))

● Cleansed and aggregated 450,000+ observations by R; balanced data in three different ways and applied random forest in python to build the best prediction model.

● Developed logistic, semi-log regression models with team of six to identify actionable variables impacting transaction revenue and define the customer profile; produced recommendations on purchase incidence. Propensity to Pay Collection Model for Genpact

R, Machine Learning, Tableau

• Performed data analysis on Genpact’s B2B transaction data; create a model to predict the propensity to pay of customers, achieved 92% accuracy based on 45,000 invoices and 14 final features;

• Provided managerial implications such as dynamic customer segmentation for collections operations and real-time strategy on the collection of debt to enhance Genpact’s financial health. WORK EXPERIENCE

Deloitte China Shenzhen, Guangdong, China

Deloitte Growth Academy, Marketing Intern March 2018 – July 2018

● Partner with industry professionals to deliver speeches and predetermined curriculum to small and mid-size companies interested in staying abreast of financial market trends.

● Develop internal marketing collateral to increase employee engagement and knowledge of relevant company information. SoapCycling (Asia's first and largest soap recycling charity) Shenzhen, Guangdong, China Marketing Intern January 2018 – May 2018

● Organized 10+ soap recycling volunteer sessions to increase public welfare system awareness.

● Recruit and solicit support from large organizations to provide various hygienic supplies and volunteers to remote areas of China in service to underprivileged populations.

● Developed a strategic marketing plan targeted at increasing soap donation and organization partner numbers. LEADERSHIP EXPERIENCE

CUHKSZ, Center of Innovation, Design, and Entrepreneurship (CIDE) June 2016 - June 2019

● Managed all logistics, associated with hosting successful expert talks sponsored by the center. Hult Prize-GBA (Greater Bay Area) Innovation Challenge December 2016

● Contributed to the organization and planning case competition meeting, recruited judges to participate in evaluating competing teams. (one line) Collaborated in case competition planning, recruited judges to participate in evaluating competing teams.

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