Experience

GroupM

• United States
• Advertising Services
• 700 & Above Employee

• Analytics Manager

  • Jul 2021 - Present

• Senior Data Analyst, Data Science/Performance Analytics

  • Oct 2019 - Jul 2021

  • Log-level data management, analysis, visualization and reporting in Apache PySpark utilizing Big Data technology. Stitching together DSP, DMP, Ad Server and Ad Verification log-level data together using appropriate methods• Audience segmentation, creation, profiling, analysis, and measurement using 1st and 3rd party data across different platforms (e.g. Amazon cloud, Google Analytics, CRM, etc.)• Helped client define measurement scope, create global measurement plan and reporting system • Developed machine learning models and testing framework in support of cross-org objectives.• Generated model for multi-Dimension Biding(MDB) for trading purpose• Built Budget optimization model to help client plan media spend• Path-To-Conversion Analysis and Insight generation using clean rooms• Project Management: Ensure consistent, on-time and high-quality performance of all the deliverables, including data sets, model results, client presentations. Train, onboard and manage team with modelling and coding knowledge. Maintain a high degree of collaboration and communication with clients and other teams. Show less

• Data Analyst

  • Sep 2018 - Sep 2019

  • Enterprise-level Marketing Mixed Methods (MMM) Model: Provided high-level understanding of the media-mix utilizing economic knowledge, statistical and programming techniques in R and Python. Analysis included year-on-year comparisons of marketing activity, contributions and performance. Results and recommendations were used to inform an optimized media mix investment. Project also included several side-models and synergy models, which provided the contributions and efficiencies of several specific media sub-channels, which allowed for optimized budget allocation and planning guidance.• Multi-Touch Attribution (MTA) Model: Implemented machine learning techniques for Digital Multi-Touch Attribution to understand paid media implications for various stages of a customers’ purchase cycle, which helps drive client's business by accurately allocating future activity and spend to acquire new customers effectively and efficiently. Researched new methods for improving current MTA and Budget optimization methodologies in AWS and Python.• Product management: developed and maintained UI product using cloud server, which has been used over 100 internal users for model customization and automation Show less

• Summer Intern

  • Jun 2018 - Aug 2018



CITIC Securities Company Limited

• China
• Investment Banking
• 700 & Above Employee

• Investment Banking Analyst

  • Jan 2018 - Feb 2018

  • Participated in multiple bond issuance projects: included due diligence, answered questions from internal auditing, compiled bond application and declaration materials, conducted financial analysis of company and communicated with investors • Involved in several IPO projects including allotment of shares, introduction of strategic investors: responsible for case collection and analysis, analyzing data from Bloomberg and Wind, drafting prospectus and compliance materials • Composed policy and macroeconomic research reports, of which topics include the Cross-border debt financing instruments, IPO project overseas income verification and the difference of Annual Report between Chinese listed companies and US listed companies. Show less


Columbia University in the City of New York
• Higher Education
• 1 - 100 Employee
• Teaching Assistant of Research Design

  • Sep 2017 - Dec 2017


Analytic Partners

• Advertising Services
• 300 - 400 Employee

• Data Scientist Intern

  • May 2017 - Jul 2017

  • Involved in creating simulation tools to provide self-designed data with multiple dimensions and idealized marketing information that project team needs for comprehensively presenting the functionalities of tools in the company and test Marketing Mixed Modelling • Initiated NLP classification project to automatically classify varying variable names of the original datasets, so to build regression more efficiently. (The prediction accuracy is 89%) • Processed big data and tested logistic regression for Attribution Modelling in Redshift: transferred format of cookie level data(around 6 billion)to user level; database management Show less



UTOFUN

• United States
• Real Estate
• 1 - 100 Employee

• Data Scientist

  • Dec 2016 - Mar 2017

  • Initiated individual reports on real estate, economics and monetary policy with SQL, R, Tableau based on clients requirement • Tidy and wrangle with real estate dataset; developed and maintained reliable quantitative and econometric models; data visualization; interpreted the result to get insight on US Real Estate Market; wrote final essays to be released on company page and Github • Initiated individual reports on real estate, economics and monetary policy with SQL, R, Tableau based on clients requirement • Tidy and wrangle with real estate dataset; developed and maintained reliable quantitative and econometric models; data visualization; interpreted the result to get insight on US Real Estate Market; wrote final essays to be released on company page and Github



LinkedIn

• IT Services and IT Consulting
• 1 - 100 Employee

• LTS Intern

  • May 2016 - Aug 2016

  • Supported the overseas recruitment of Alibaba and ZTE: developed and maintained database of talents overseas utilizing Excel to provide recruiting solutions; identified and contacted universities and participants; publicized events through social media • Developed talent solutions for companies(including HUAWEI, CreditEase, etc.): sourced targeted talents, visualized and analysed human resource data to inform decision making, and created PPT to persuade customers • Supported the overseas recruitment of Alibaba and ZTE: developed and maintained database of talents overseas utilizing Excel to provide recruiting solutions; identified and contacted universities and participants; publicized events through social media • Developed talent solutions for companies(including HUAWEI, CreditEase, etc.): sourced targeted talents, visualized and analysed human resource data to inform decision making, and created PPT to persuade customers



XInhua News Agency

• Media Production
• 700 & Above Employee

• International Department Intern

  • Mar 2016 - May 2016

  • Initiated special coverage on topics and analyzed hot news(e.g. The security situation of overseas Chinese, Current Conditions of Chinese oversea students and the news about Chinese tourists shovel shrimp with plates at Thailand buffet, etc. ), connected and discussed cooperation with related organizations(e.g. Overseas Chinese Friends, Canadian Chinese Times, etc. ), and solicited contributions from foreign correspondents. • Edited press release from overseas everyday . • Involved in the project of New Silk Road, Great Dream Ⅳ: made business plans, collected information, made PPT and translated it to English. • Wrote Public opinion newspapers, made rectified plan for enterprises: collected and collated enterprise data, industrial data, public opinions from al kinds of medias and the Internet, and wrote as well as released the report of public opinion. (including Beijing Tongrentang, Bao Dao Healthcare, BOE Technology Group Co., Ltd. etc.) Show less

• Intern

  • Jul 2015 - Aug 2015

  • Involved in the programme for joint investment: researched HOPSCA (including its market status, business model, competition pattern, and rate of profit) and target assets (including company profile, position and risk, and company value) for investment decision-making • Assisted in the programme on a Chinese pesticide company; researched aspects of the Chinese pesticide industry, such as its market status and industry chain, and the target company’s ownership structure, financial and operating status, etc. • Participated in writing a Proposal of Supporting Financing programme for Chinese electric power environmental protection enterprises (including status of asset restructuring, the investment plan and calculation of the rate of return, and potential risks) • Collected and collated financial data that included assets, revenue, Profit before Tax, ROA, ROE, and debt to assets ratio, to provide reference for the final decision of target company • Researched aspects of the Vaccine Industry, including its industrial background, industry chain, business classification, business model, analysis of enterprises’ financial data, and company market share • Participated in the Major Asset Restructuring Project of Aerospace Communication (total asset is 7.8 billion yuan), and wrote the Restructuring Report; mainly responsible for valuation and checking financial data of target assets for China Securities Regulatory Commission Show less



HSBC Commercial Banking

• Financial Services
• 1 - 100 Employee

• Intern

  • Jan 2015 - Feb 2015

  • Analysed business credit reports of more than six clients in order to provide their credit standing and potential credit risk • Gathered Chinese Metal mineral product companies’ information and conducted industry analysis to assist in deals with customers • Checked loans, liabilities, foreign guarantees, and guaranteed data of enterprises on the website of The People's Bank of China every day for post loan management • Assisted in opening and abolishing bank acceptance bills and reviewing the letter of credit for clients • Introduced products and their characters of GTRF, e.g. collection, letters of credit, letter of guarantee, etc. Show less