Data Analyst Intern

Yifei Zhao

**************@*****.*** 617-***-****

EDUCATION

University of Wisconsin-Madison May 2024

Master of Science in Business Analytics GPA: 3.8/4.0 Boston University May 2023

Bachelor of Business Administration

TECHNICAL SKILLS

• Programming: HTML, SQL, Python (Pandas, Scikit-Learn, Pytorch, Numpy, Tensorflow, Pyspark), SAP, DBT, Git, MMP Database (Teradata), API(REST)

• Visualization and Other Tools: Tableau, Power BI, QlikView, Google Looker Studio, MS Office Suites (Excel: VBA/Macro/VLOOKUP/PivotTable, Access, Word, PowerPoint), AWS (RDS, Redshift, EC2, S3, EBS), Salesforce, Jira, Confluence

• Certification: AWS Certified Cloud Practitioner (2024), Professional Scrum Master 1 (2022), SAM Excel Specialist (2019), Google Digital Marketing

& E-commerce Certification (2023), Google Ads Certification (2024) PROFESSIONAL EXPERIENCES

Client Manager Intern Jul 2022 - Sep 2022

Financial Market Cloud Fintech Business at Huawei Beijing, China Managed cross-functional collaboration with senior stakeholders to develop marketing strategies, improving customer acquisition cost by 20%:

• Oversaw on-site project implementation for the Federal Bank of China, streamlining team engagement and project progress by escalating blockers and aligning product owner priorities with project requirements; Supported user testing following each updated feature release

• Established a strong relationship with day-to-day execution and touch-up with clients to monitor and optimize business objectives

• Created requirements traceability matrix to ensure alignment and accountability throughout the data warehouse update lifecycle Marketing Analyst Intern (GitHub ) Jan 2024 - May 2024 AMCON The Healthy Edge Retail Group Omaha, NE

1. Drove a 10% ROI increase across three grocery banners by performing market basket analysis and trend analysis on instore transactional data and identifying high-value product pair rules through P&L analysis and Product Affinity Model using Pandas and Apriori association algorithm:

• Improved loyalty program conversion rate by 12% and loyalty customer lifetime value by 5% by building a clustering model (KNN) based on customer panel data, segmenting consumers into multiple cohorts based on market basket, seasonal, and demographical levels

• Conducted in-depth customer profiling analyses using 10+ metrics to optimize marketing strategy and campaign ROI with bundled products

• Optimized pricing strategies by analyzing category performance for 100+ products, customer churn across membership tiers, and month-to-month revenue growth rate at store level in SQL

• Designed and implemented end-to-end analysis ETL pipeline to streamline transactional invoice entries ingestion, building OLTP schemas, dimensional tables and batch-processing workflow using Amazon RDS within MySQL environment to consolidate multiple data sources from POS repositories using SQL CTEs and Excel VBA, optimizing analytics efficiency and capacity by 50%

• Constructed interactive KPI dashboards in Power BI using DAX queries to visualize 10+ profitability metrics based on ROI, CPC, CTR, churn rate and other dimensions, resulted in 20% more efficiency for marketing campaign strategy implementation

• Conducted P&L analysis on in-store purchase data using marketing mix model, identifying key product affinities and pricing strategies to drive up user growth based on direct and brand effects

• Developed comprehensive data dictionary (coding handbooks) for senior marketing executives to enhance data literacy, streamline communication of business objectives, and improve the clarity of code workflow deliveries. 2. Drove a 25% increase in organic traffic to the company’s website and 15% improvement in click-through rate (CTR) and 5% increase in conversion rate of the company’s newsletter across all social channels by developing measurement plans and campaign performance reports using Power BI and Tableau, tracking conversion rates, churn, and ROI for strategic marketing insights, and conducting comprehensive SEO/SEM analysis and keywords using Google Analytics, Google AdWords, and SEMrush to optimize blog contents and sell-in stories based on media engagement attribution and campaign’s bid budget allocation for the media creatives:

• Conducted cost-benefit analysis by benchmarking different retail/social media platforms to optimize target reach

• Developed media mix model to simulate conversion values with different campaign’s variables, including ad spending, customer awareness, etc.

• Implemented media event & user conversion tracking using Google Tag Manager and Tag Assistant, leading to a 30% increase in measurable leads

• Created custom audience segmentations in Google Analytics and Python, using clustering method to segment target groups based on web-scrapping media data and market basket data, improving remarketing campaign performance by 35%

• Implemented and benchmarked multiple marketing attribution models to improve clarity within marketing metric measurement

• Manage media planning and buying activities across social media channels, including DSP (The Trade Desk) and Google Ads

• Execute bid recommendation and budget allocation using bid management technologies (Google Ads, Epsilon)

• Prepared campaign performance reports on weekly basis using Tableau Market Development Analyst Intern Jan 2024 - May 2024 Chirp Wellness and Fitness Services Waterloo, Canada (Remote) Drove a 50% growth in customer engagement and market size by identifying new opportunities and risks through quantitative research, media analysis, and reviews of industrial methodologies; executed planning strategies and piloting of new products in the U.S. market:

• Developed market analysis on Tableau dashboards using HEDIS healthcare performance data, providing data-driven insights and product development strategies for senior decision-making effort upon the estimation of regional market size and market demand, resulted in improved lead generation by 50%

• Conducted product risk & benefit analysis on primary customer segmentations to identify product solutions for potential customer pain points, identifying cost-reduction strategies that enhanced penetrable market size by 10% and financial efficiency by 30%

• Led outreach initiatives to senior care institutions to support product piloting, establishing 3+ key customer touchpoints in the North U.S. market

• Performed survey analysis in Qualtrics and A/B testing on pricing models for multiple audience segmentations using Adobe Target and Postman Collection), optimizing product-market fit and market demand curve

• Engaged in cross-functional collaboration with clinical stakeholders to develop process improvements and product adoption strategies

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