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CONSULTANT
Summary

Extensive experience in supporting and developing content and analytics driven marketing solutions for CPG markets.

Experience in forecasting, customer segmentation, predictive modeling, marketing measurement, marketing budget planning and optimization.

Experience in exploratory data analysis, time-series analysis, matched pair design, logistic regression, hypothesis testing, ANCOVA, repeated measures ANOVA.

SAS Certified Business Analyst and Advanced programmer

Proficiency with MS Project, Excel, PowerPoint, Thinkcell and Word Proficiency with Nielsen data and products.

Proficient oral & written communication skills Self-motivated, result-oriented and desire for constant learning

Highlights
  • Account management
  • Global marketing
  • Public relations expert
  • Quality leadership
  • Market dynamics
  • Digital advertising
  • Market segmentation
Experience
Nielsen Marketing Analytics March 2012 to Current Consultant
  • Performed marketing mix modeling and ROI analysis to quantitatively estimate the effectiveness of various marketing elements and developed econometric models to quantify marketing and pricing strategies for Fortune 500 companies: Marketing Mix Models: evaluate marketing ROI/effectiveness, identify key sales drivers, and propose a budget and marketing execution for the maximum revenue/profit Pricing Models: estimate sales response to price variation within the price elasticities framework; recommend a targeted price increase/decrease/hold as a result Market Basket Analysis: simplify product offerings while maintaining similar levels of revenue/profit Customized Analytics: develop models based on clients' need and data availability Built the regression model to estimate the cannibalization and halo impact between products.
  • Presented the data driven business decisions and provided actionable insights and recommendations to the client.
May 2010 to March 2012 Survey Statistician
  • Developed SAS programs of survey frame building, survey sampling, missing data imputation, variance estimation, data cleaning, statistical modeling and data quality control Developed achievement models and other behavioral models, using multi-level data.
  • Statistical methods used include linear regression, factor analysis, clustering, generalized linear regression (GLM) and loglinear regression etc.
  • Delivered "National Immunization Survey-Teen (NIS-Teen) 2009" annual report Collaborated in "National Longitudinal Surveys (NLS) data harmonization proposal" Research on National Educational Longitudinal Study (NELS) data, which is multi-years longitudinal data of American high school students.
February 2002 to May 2010 Research Scientist
  • Design and perform biological experiments.
  • Analyze the data and write the reports to supervisor.
  • Write papers and proposals.
  • Present and discuss the result in the lab/department meeting and conference.
Education
Statistics University of Chicago Master Chicago, IL
Biophysics Tsinghua University Ph.D in Beijing, China
Auto Tsinghua University B.S Beijing, China
09/21/2010 SAS Certified Statistical Business Analyst Using SAS 9: Regression and Modeling 07/18/2012 SAS Certified Advance Programmer for SAS 9 09/30/2010 SAS Certified Base Programmer for SAS 9
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Resume Overview

Companies Worked For:

  • Nielsen Marketing Analytics

School Attended

  • Statistics University of Chicago
  • Biophysics Tsinghua University
  • Auto Tsinghua University

Job Titles Held:

  • Consultant
  • Survey Statistician
  • Research Scientist

Degrees

  • Master
    Ph.D in
    B.S
    SAS Certified Statistical Business Analyst Using SAS 9: Regression and Modeling 07/18/2012 SAS Certified Advance Programmer for SAS 9 09/30/2010 SAS Certified Base Programmer for SAS 9

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