10+ years of experience as a data science professional with strong business instinct and acumen in developing data-driven solutions and translating analytical findings into actionable insights.
*Relentless self-learner that keeps pace with latest development in data analytics field, with a special interest in bridging big data technologies and business implementation.
*Experienced in navigating through large transactional, loyalty and digital data, building mathematical models and applying them in appropriate business scenarios to drive revenue and reduce cost.
*Excellent with effectively handling multiple projects at the same time and managing timeline to meet business needs.
*Extensive experience in marketing and operations analytics across retail, financial services and tele-communications industries.
*Inspiring team builder with excellent inter-personal skills; strong communication ability with internal and external clients.
Generalized linear models, decision trees, machine learning (neural network, random forest, etc.), unsupervised learning (cluster, factor, and principal component, etc.), Bayesian methods, time series, survival analysis, conjoint analysis.
Tools: SAS, SQL, Python, Tableau, R
Senior Manager08/2013 to CurrentAbercrombie & FitchNew Albany, OH
Abercrombie & Fitch is a specialty retail business with brands including Abercrombie & Fitch, abercrombie kids & Hollister CO.
Innovated a data mining technique to provide optimal ranking of products on the websites for maximum revenue, which has achieved 10-15% lift on revenue per product view over traditional rule-based ranking method.
Led the team of data scientists/statisticians and built customer value / preference scores using predictive modeling methods, which were implemented for personalized targeting on E-commerce sites and other direct digital channels.
Developed data-driven product feedback loop, from acquiring customers for new product launches, analyzing reviews, rating and voice of customer data, to increasing size confidence and reducing returns rate.
Delivered high impact projects including product sort rule optimization, customer life time value, churn mitigation, brand affinity, personalized product recommendation, multi-channel/platform attribution that allows marketing to optimize investment, maximize customer value as well as increasing customer satisfaction.
Responsible for auditing customer data across multiple databases (transactional, loyalty and digital) and ensure high data quality for deriving actionable insights.
Served as subject matter expertise in data analysis and interpretation.
Developed processes/templates for design of experiments, sample size calculation, performance evaluation and interpretation of results.
Advanced Analytics Manager12/2011 to 08/2013KnoticeAkron, OH
Knotice is a leading provider of data management, analytics and messaging solutions in the digital marketing space.
Led the efforts of building advanced analytics capabilities at Knotice, which helped attracting new clients and expanding business with existing clients.
Developed a suite of analytics toolkit in the direct digital marketing channel including email engagement model, device affinity model, path to purchase analysis, channel attribution model, clickstream analysis, customer profiling, email lifecycle analysis.
Supported the analytics needs of key clients including Time Warner Cable, Charter Communications and Comcast and built trusting relationships.
Developed and implemented a near real-time two-stage email engagement model by leveraging big data platform Greenplum.
The model accurately predicts customers' likelihood to open and click on an email.
Top 10% provides 5x response lift over average.
Created email behavior segmentation that serves as the basis for email targeting strategy.
Collaborated with IT and database teams to evaluate systems and database structures to capture new data elements for analytical purpose.
Advanced Analytics Manager01/2009 to 11/2011AllianceDataColumbus, OH
AllianceData is a leading provider of private label credit cards specializing in data-driven and transaction-based marketing and customer loyalty solutions.
Managed a team of statistical consultants and developed multiple innovative analytics-driven solutions in the marketing and operations area.
Excellent with handling multiple projects at the same time.
Took full responsibility in supporting 6 key retail clients of AllianceData to improve their credit marketing efforts and build strong trusting relationships.
Key projects include value proposition optimization, rewards design, market basket analysis, acquisition strategy, customer lifecycle strategy, attrition prevention.
Led the pioneering effort of expanding the influence of Advanced Analytics into the operations area.
Responsible for key projects including call center workforce management, product offer optimization, fraud detection.
Developed product affinity analysis for a few clients to help them understand how customers are buying products together so we can identify cross-sell and up-sell opportunities.
Innovated a methodology to build business cases with predictive modeling and other advanced techniques to aid strategic business decisions, which resulted in client's full endorsement due to a more accurate and convincing ROI calculation.
Directed the team to develop a shopping cycle modeling technique by combining customer value model with their expected time to next purchase scores, coupled with marketing campaign timing, to derive customized strategies for various segments based on their shopping cycle.
Collaborated with other departments in the organization to develop processes that combine findings from different areas into relevant and actionable insights and recommendations.
Senior Analyst10/2006 to 01/2009L Brands, IncColumbus, OH
L Brands is a specialty retail business with brands including Victoria's Secret, Bath & Body Works, La Senza and Henri Bendel.
Supported Victoria's Secret and Express in their marketing initiatives by building targeting models and designing experiments to test the effectiveness of different marketing strategies.
Develop customer segmentation to help business partners decide on the best strategy against each unique customer segment.
Consulted with the brand partners to find opportunities that analytics can improve the efficiency of their marketing efforts.
Served as liaison between the brands and the advanced analytics group.
Provided advanced analyses to inform business decisions, including customer segmentations, product lifecycle analysis and customer segment migration analysis.
Built predictive models and segmentations that help target the right audience in direct marketing, using techniques like generalized linear models, decision trees and neural networks.
Improved incremental sales and profit of direct marketing campaigns by 20%, through developing two-stage response and conditional spend models to replace response-only models.
Used advanced SQL skills in trouble shooting data issues, perform data hygiene including checking distributions, imputing missing data, etc.
Education and Training
M.SAugust, 2006UNIVERSITY OF ILLINOISChampaign, IL4.0 research assistantship with full tuition waiver
B.S: Science & EnglishAugust, 2006UNIV. OF SCI. & TECH. OF CHINAHefei, ChinaScience & English 3.8
B.S: Computer ScienceComputer Science 3.9 Awards: university top scholarship for 4 consecutive years
auditing, big data, Cable, call center, credit, client, clients, customer satisfaction, data analysis, data management, data mining, databases, database, designing, design of experiments, direct marketing, E-commerce, email, experiments, interpretation, machine learning, marketing strategies, marketing, market, messaging, Works, migration, modeling, network, networks, neural, next, optimization, processes, profit, Python, quality, Express, real-time, research, retail, sales, SAS, SQL, Statistics, strategy, strategic, Tableau, trouble shooting, unique, view, websites