Data Manager

Kien Tran

**** ***** ******* **** *****

Salt Lake City, UT 84118

Cell: 801-***-****

Home: 801-***-****

Email: g2cnop@r.postjobfree.com

OBJECTIVE:

I am seeking a Database Marketing Manager - JobID# 29953 position with leadership responsibilities including problem solving, planning, organizing and customer interaction.

Areas of expertise:

Response Modeling Redemption Modeling

Floor Optimization Modeling R Statistics and Computing

KXEN

Google Analytics SAS/MACRO

SAS/SQL

SAS EBI Data Discovery and Data Visualization

Tableau SAS/BASE

Qlikview SAS/GRAPH

Software development process Advanced Excel-based modeling

IBM SPSS Statistics SAS PVO

IBM SPSS Text Analytics SAS/STAT

IBM SPSS Modeler SAS Marketing Automation

Other Skills : Knowledge of Business Objects, UNIX, AIX, Teradata, SQL programming, IBM-PC, Access, Word, Excel, Outlook, Project 2000, Windows (9x, NT, 2000, 2003), and DB2

PROFESSIONAL EXPERIENCES

June 2010 – Present: Qualex Consulting Services, Inc. (Database Marketing Analytics Consultant)

Global Gaming & Hospitality Practice Support Team Member

• Researches database information to identify customer demographics and interests; consults with management on methods of targeting, developing and informing customers of upcoming hotel/casino events; purchases external lists to attract and retain low-end casino customers. Also tracks and reviews customer direct marketing programs in regards to number of invitations, response rate, attendance rate, player activity, and hotel/casino revenue.

• Used SQL Pass Through and Unix SAS/Connect to access and summarize the data as well as ODS TAGSETS to produce Excel files for requesters/customers

• Output custom files with specific data elements for proper data population of Excel templates used for reporting.

• Experience using SAS/ACCESS to access many different types of data sources including Teradata, Oracle, DB2, for reporting using the following procedures.

• Proc Report and Proc Summary. Also, experience with DATA Step and PROC SQL for manipulation large volume of data.

• Experience with PC SAS, SAS EG (4.1 and 4.2) on Unix, Teradata, and Oracle.

• Skilled in building excellent rapport with clients and team members. Able to see the big picture, delegate effectively and motivate team members to achieve on-time project completion.

• Conducted research on gaming system data to identify problems, review sophisticated data model output, and utilized a variety of tools including SAS Display Manager for Base SAS (Data Step), PROC SQL, SAS Macros, SAS-EG 4.3, SQL and to support requests for data.

• Utilized data administration knowledge in RDBMS to extract, design, and create reports in Access and Excel. Demonstrated high analytical ability and basic knowledge of statistics and sampling techniques.

• Worked with a variety of systems and sources of data (Unix, Teradata, Microsoft).

• Executed existing SAS-EG projects and automated/improved performance of the systems for reporting, document existing and new processes.

• Developed procedures to extract large amounts of data from various databases using extraction tools such as SAS DI Studio and SQL.

• Created production tools to analyze data activities by using SAS-EG, SAS Macros

• Project incorporated into a cycle by using a scheduler to process batch jobs

• Analyzed player data, gaming data to utilizing SAS for OLAP cubes and BI Portal

• Support and monitor daily process for SAS/PVO implementations

• Manage and create SAS/ETL processes with DI Studio

Database ETL:

Worked on several long-term projects requiring extraction and manipulation of data for banking, gaming and telecommunications industries. Mainly used SAS DI-Studio with ODBC connections to work remotely. Created, organized and maintained requirements documents and reports.

Marketing and promotions:

Created many successful marketing documents such as, fliers, brochures and web-ads for customer and in-house promotions. Created all marketing materials with Adobe Illustrator and Adobe Photoshop. Integrated ads with Google-Adwords, Hubspot landing pages, Outbound-SMS marketing, web-banner.

Technical Support:

Served as in-house technical support for many issues regarding day-to-day use of technologies including, server maintenance, email support, systems support.

April 2009 – June 2010: Little River Casino Resort - (Marketing Database Analytic Manager)

Gaming & Hospitality Marketing Analytic Manager

• Develop multivariate statistical models utilized for the analysis of both database and survey data (examples include linear and logistic regression, cluster analysis, factor analysis, discriminate analysis, multinomial logit and choice-based modeling). I also develop statistical models to forecast product acceptance, sales, customer acquisition and retention, transactions and customer value.

• Support in acquisition, retention/attrition model build using customer demographics and transactional data to support diverse direct marketing campaigns. Act as a CRM consultant to drive enterprise SAS implementations, including all project phases such as discovery, definition, build, and test and deploy. Develop and automate SAS codes to create periodic reports on population stability, and patrons modeling.

• Trained staff in learning EBI analytical techniques and information delivery approaches and methodologies.

• Lead a team of marketing eight marketing staffs to achieve a 15% market share within a single year and exceeded targeted profitability while launching a competing product into an unfamiliar market.

• Designed and deployed software engineering practices, as requested, to maintain SAS code configuration and data quality.

• Created Enterprise Guide projects and stored procedures in SAS, seamlessly integrating the operations of the different modules.

• Experienced in software development and project management fundamentals (Software Development Life Cycles and Quality Processes, Scope, Cost, Schedule, Deliverable, Change Management, Risk Management) .

• Demonstrate project management, leadership skills, and ability to plan and communicate scope of work, work plans to stakeholders, while managing issues and risks.

• Partnering with business leaders, design and implement high value dimensional data models/cubes that meet the analytical and reporting needs. Demonstrated ability to iterate on models as business needs dictate. Able to translate business requirements into technical solutions that deliver business value, effective strategies and action plans.

• Experience in SAS Data Integration Studio, SAS BI (Information Map Studio, Web Report Studio and Information Delivery Portal), SAS Management Console, SAS Foundation (Base SAS & Macros) and SAS Enterprise Guide.

• Providing knowledge transfer, mentoring and expert advice to Customer on the efficient administration of the SAS system.

• Interfacing with the Customer Web Application Server Administrator when needed pertaining to SAS web applications.

• Working with the Customer systems administrator to secure server resources and file systems to ensure SAS objects having a server component are secure via the operating system.

• Monitoring, logging, and/or troubleshooting SAS servers and processes, including error messages and using system logs or setting logging options as well as options within SAS Management Console.

• Responsible for SAS platform administration tasks, SAS database administration tasks, and providing production and operational systems support to customers and management. Works with the Database Services Team Lead, various IT and business managers, and SAS users to determine effective business intelligence solutions and provides consulting participation with the development of business requirements.

• Checking the status and operations of SAS servers and processes, including starting, stopping, and/or pausing the servers/processes used in the SAS system. Hands-on experience in database marketing and analytic in a direct response environment including experience improving marketing performance through segmentation analysis, model development, improving data quality and implementing information resources within SAS, R, SPSS and KXEN environments.

March 2007 – April 2009: The Dow Chemical Company - (Data Mining and Modeling)

• Responsible for developing useful analytic models and provide insightful consulting advice to Sales and Marketing executives that will aid in the identification and development of market segments, key account and product strategies, target marketing, sales strategy formulation and future product offerings.

• Assisted decision makers with studies that evaluate new business models for and growth initiatives as well as estimate the future value of customer segments. Estimated the economic impact of new pricing strategies, operational, communicate findings and recommendations to senior level management from across different departments.

• Experienced in data manipulations including the usage of basic standard SAS procedures such as Proc Freq, Proc Format, Proc Sort, Proc SQL, and Proc Summary as well as traditional SAS data step programming.

• Expertise using the following SAS tools such as, Base SAS, SAS Marketing Automation / Campaign Manager, SAS Enterprise Guide, SAS Business Intelligence and Reporting.

• Hands-on analysis, design and development of reporting dashboards and cross tabular reports. Track and monitor partner usage of tools and reporting cubes.

• Act as a subject matter expert for developing and communicating the cloud computing value proposition. Partner with senior leadership in developing marketing strategies and objectives.

• Develops and executes initiatives relating to the launch of new service offerings and the maintenance of existing offerings. Develops the core content for the public Cloud service and solution portfolio.

• Perform product presentations and demonstrations to customers and uses customer feedback to refine the service offering.

• Assess social media marketing strategies to determine rate of return. Identify and tap into new channels to optimize ROI and fuel revenue growth.

• Uses knowledge of advertising and direct marketing to deliver client-specific analyses including: campaign effectiveness analysis, customer segmentation and profiling, retention analysis, lifetime value analysis, and competitive market research.

February 2005 – March 2007: HUISH Detergents - (Senior Market Research Analyst)

• As a Senior Marketing Analyst and Developer, I had to work closely with the market analysts and business analysts in many business support situations: business development, opportunity identification, and strategic planning. Each of the situations demanded prompt problem-solving skills, and involved preparing hundreds of reports to provide supporting facts by utilizing syndicated data (for example, IRI Scanner, Household Panel, consumption tracking, advertising tracking, brand equity tracking and new product tracking).

• Provided management with competitive activity and analysis through monitoring of IRI database. Analyzed data on an ongoing basis to identify issues and trends in greater detail than provided through top-level reports. Developed and executed market-specific presentations to assist the Sales Department in strategic directives, internal, and external presentation.

• Advanced experience with SAS Enterprise Miner, data mining, time series, forecasting, and regression analysis models.

• Used DB2, SAS, Sybase and SQL Server (Open Client versions 4.6 and 10) in a Data-Warehousing (a terabyte of data) environment to gather data that was often located on different servers in a large-scale production system (Producing over 200 Reports Daily).

• Found and broke down hidden structures in data for data mining. This effort required a heavy use of SAS macros. Used of SAS/STAT and SAS GRAPH as well as SAS Share Software. Also used SAS ACCESS to create data views for transferring data to the web.

• Responsibilities included maintaining software levels and planning for future product implementations. Day to day duties included writing, coding, updating, modifying and trouble-shooting SAS programs and macros in support of the CPI (consumer price index) and PPI (producer’s price index).

February 2002 – February 2005: TeleperformanceUSA - (MSN and Dell Senior Knowledge Officer)

• Demonstrated project management skills with ability to define study methodology, analyze and interpret qualitative and quantitative findings using strong analytic skills to determine validity and statistical analysis of data.

• Provided functional and configuration knowledge in designing SAP solutions in the Sales Distribution module of SAP to meet business requirements.

• Performed data analysis, develop algorithms and predictive models and technical information to a broad audience. I also applied algorithms and modeling tools(SAS, R, SPSS) to a variety of data assets and develop critical solutions for multiple areas of business.

• Participates in the creation of process automation, data repositories, reporting, and analysis from multiple systems and data sources using a variety of tools, including SAS, PeopleSoft Query, Cognos, SQL, and OLAP tools.

• Developed reports in SAS. Used SAS application (Proc SQL) to access Oracle to get required data for SAS reports, sometimes returning data to Oracle by loading a table from SAS (Proc dbload).

• Utilized SAS ETL tools (power-loader) to provide source code, migrating data and supporting process documentation for production applications.

• Supervised project teams, including programmer, web designer, database analysts, technical system engineers, and other internal project staff.

June 1996 – February 2002: Allstate Insurance - (IT Development Consultant)

• Conducted business impacts analyses and assisted company units to determine critical business processes, identify acceptable recovery time periods, and establish resources required for the successful resumption of business operations in the event of a disaster. Developed business continuity/incident management plan documentation and maintained documentation in a constantly ready state.

• Experienced of working collaboratively with customers, analysts, developers and other implementation team members to engineer enterprise software installations and to manage, diagnose, debug, design, and prototype SAS and third-party enterprise class software systems.

• Wrote HTML code and edited HTML pages using advanced HTML Editors.

• Used the OLAP (Online Analytical Processing) to produce Sales and Marketing reports, financial reports and quality control analysis.

• Assisting with development and implementation of a test plan for the migrated system; and providing additional technical maintenance and ad hoc support as needed.

• Ten years’ experience in reporting, business analysis, customer analytics, project management, and/or business analysis in a corporate data environment or data warehouse structure.

EDUCATION

UNIVERSITY OF PHOENIX (September 2001 – September 2002)

Master of Science in Computer Information Systems

USA

UNIVERSITY OF UTAH (September 1992 – September 1996)

Bachelor of Science, Business Organizational Management

USA

CERTIFICATIONS

• SAS Platform Administrator

• Introduction SAS BI Applications for Report & Analysis

• SAS Financial Management: Foundation Training

• Microsoft Certified Systems Engineer (MCSE)

• SQL Server 2005

• Stationarity Testing Time Series Topics

• Modeling Trend, Cycles, and Seasonality in Time Series Data

• SAS Enterprise Miner

• Microsoft Certified Database Administrator (MCDBA)

• SQL Server 2005

• Microsoft Certified Professional (MCP)

• CompTIA A+ Certified Professional

List published articles/research of a work-related nature:

• Advance Market Segmentation with Decision Trees

• Customer Churn Model

• Data Mining and Data Visualization for Marketing

• Employee Retention Model

• Predictive Market Response model

• Slot Optimization Model (Optimal Slot Floor Model)

• Understanding the Attitudes and Behaviors of Casino Customers through Analytics

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