Business Analyst

• Sep 2016 - Present

Digital, Data & Technology Department "Digital, Data & Technology Department(DDT)" is the pioneer that leads Cathay Financial Holdings towards a digital revolution by utilizing advanced technologies to create data ecosystem and accomplish digital transformation ■ Designed complex analytic model embedded with more than 70+ customer tags to facilitate precise marketing and risk management by using SQL/HIVE; created the customer dashboard with Tableau to support marketing planning ■ Conducted extensive predictive modeling in SAS/Python to understand customer behavior; Machine learning projects include Target marketing models for personal loans (response rate: 0.7% to 1.3%), customer segmentation, new customer acquisition, etc ■ Cooperated with digital ad team to improve online acquisition for new product launch and decreased CPL by 31%; designed and oversaw A/B and multivariate testing to deliver actionable recommendations to stakeholders https://www.cathaybk.com.tw/cathaybk/promo/event/loan/product/personalloan/index.html? ■ Mined and aggregated customer interaction and transactional data from all bank channels to construct a "digital index" using PCA to measure customers' preferences, provided multi-channel strategy to maximize sales ■ Dovetailed with cross-functional BUs to plan, organize, and execute complex projects; Achieved 131% issued volume of Shopee co-branded credit card goal by generating core marketing leads through customer clustering ■ Led a team of 10(data scientists, data engineer) to build a data platform on AWS to collect data from multiple front-ends and analyze the data from our group’s perspective to deliver holistic insight ■ Responsible for SEA project planning, coordinate people across different business units, supervising execution to ensure project launch success. Show less

Data Minining Manager

• Mar 2015 - Aug 2016

Decision Management ■ Use Logistic Regression to identify the possible target credit card cardholders who may apply installment ■ Conducted comprehensive analysis from card transactions of the effectiveness of cardholder fulfillment campaigns ■ 整合顧客全行往來產品(財管/放款)資訊：（1）了解顧客資金流向（2）產出個人化交叉銷售產品的優先順序上傳至IT系統、提升進線/外撥電話行銷成交率 ■ 篩選房貸產品高貢獻顧客條件以產出行銷名單；並根據分析調整抵利型房貸定價、降低成本增加收益 ■ 負責信用卡帳單分期專案，利用迴歸分析產出定期目標電銷名單，執行結果接觸30%卡戶，即可接觸70%可能申辦戶 ■ 透過信用卡簽帳金額/交易分析，衡量刷卡回饋以及聯名卡合作簽約廠商等行銷活動的成效 Decision Management ■ Use Logistic Regression to identify the possible target credit card cardholders who may apply installment ■ Conducted comprehensive analysis from card transactions of the effectiveness of cardholder fulfillment campaigns ■ 整合顧客全行往來產品(財管/放款)資訊：（1）了解顧客資金流向（2）產出個人化交叉銷售產品的優先順序上傳至IT系統、提升進線/外撥電話行銷成交率 ■ 篩選房貸產品高貢獻顧客條件以產出行銷名單；並根據分析調整抵利型房貸定價、降低成本增加收益 ■ 負責信用卡帳單分期專案，利用迴歸分析產出定期目標電銷名單，執行結果接觸30%卡戶，即可接觸70%可能申辦戶 ■ 透過信用卡簽帳金額/交易分析，衡量刷卡回饋以及聯名卡合作簽約廠商等行銷活動的成效

Strategy Planning Analyst

• Oct 2010 - Nov 2014

Wealth Management Department ■ Worked with PM to develop marketing campaign by internal database: (1) Developed customer segmentation for management of client relationship marketing portfolios (2) Forecasted and tracked marketing and sales trends to make effective decisions on the promotion, distribution, and pricing of products and services. Expanded the customer base of high-net-worth clients to grow 6% / Achieved RMB mutual fund sales volume 120% goal ■ Reduced 50% working hours by designing 15+ SAS- and VBA-based templates to automate previously manually maintained reports ■ Designed dataset framework to support new product launch, built processes for evaluating and leveraging customer information to provide business insights, and did UAT ■ 回顧歷史銷售數據，引導產品經理發展銷售策略：（1）依客戶特性、交易紀錄開發集群、分群行銷策略（2）分析大量顧客數據，預測、回顧專案績效，並提供即時修正策略，使高資產客戶人數成長6% / 人民幣基金產品達成120%目標下單金額 ■ 優化並維護銷售團隊獎金計算程式，設計即時查閱介面並主導銷售團隊教育訓練，提升績效計算正確率23%，並顯著改善後台與銷售團隊關係 ■ 標準化超過十五項定期報表，節省50%的作業流程時間 ■ 制訂新產品上架的資料所需規格，中介PM與IT的協調角色，維護上線後測試系統、管理報表後續產出 ■ 獨立負責財管商品日報表專案，整合不同來源原始資料，編寫SAS程式建置自動化流程，Excel巨集設計定期報表格式，產出每日/累積的全行交易數據，提供經營團隊掌握不同通路的銷售狀況、客戶消長趨勢，並依據營運目標變動，提供即時的業務管理數據 ■ 配合花旗財務部門/花旗亞洲區域管理部門/台灣金管會，定期提供所需的產品分析報表 Show less

Researcher

• Oct 2009 - Sep 2010

Research Department Coordinated all aspects of research projects from end to end, including the scheduling and oversight of field operation, survey programming, and report publishing (in both Chinese and English) ■ Developed research proposals, designed questionnaires, analyzed data and produced reports with align client’s goals and needs. (Project type: NPS, branding, media, marketing strategy, concept/product test) ■ Conducted quantitative and social listening research to evaluate brand equity and campaign effectiveness and advise clients on making marketing strategy adjustments ■ 以量化研究方法及統計檢定幫助不同產業客戶了解市場insights，如:定價策略、廣告成效研究、產品測試等 ■ 改善EPSON線上網站專案抽樣方法，提高問券回應率、網頁瀏覽率達三成 ■ 設計、執行跨產業顧客滿意度調查，包括渣打銀行、香奈兒、屈臣氏等 ■ 使用SEM模型計算客戶忠誠度分數及發掘影響客戶的關鍵因素 Show less

Senior Specialist

• Jul 2007 - Sep 2009

Intelligent Finance Division Developed models and performed statistical analysis to predict customer behavior and segmentation ■ Contributed 10% personal loan sales volume growth by implementing “Decision Tree” to know target customer types and improve marketing campaign response ■ Achieved 70% Luxury World Credit Card issued volume goal by generating core contact mailing lists through customer clustering ■ Managed Cross-Selling rule by analyzing customer behaviors and demand to increase the average number of banking products per customer purchases from 2.5 to 4 ■ Developed models and performed statistical analysis to predict customer behavior (e.g. campaign response, usage and attrition) in full range of consumer banking products Show less

Digital, Data & Technology Department "Digital, Data & Technology Department(DDT)" is the pioneer that leads Cathay Financial Holdings towards a digital revolution by utilizing advanced technologies to create data ecosystem and accomplish digital transformation ■ Designed complex analytic model embedded with more than 70+ customer tags to facilitate precise marketing and risk management by using SQL/HIVE; created the customer dashboard with Tableau to support marketing planning ■ Conducted extensive predictive modeling in SAS/Python to understand customer behavior; Machine learning projects include Target marketing models for personal loans (response rate: 0.7% to 1.3%), customer segmentation, new customer acquisition, etc ■ Cooperated with digital ad team to improve online acquisition for new product launch and decreased CPL by 31%; designed and oversaw A/B and multivariate testing to deliver actionable recommendations to stakeholders https://www.cathaybk.com.tw/cathaybk/promo/event/loan/product/personalloan/index.html? ■ Mined and aggregated customer interaction and transactional data from all bank channels to construct a "digital index" using PCA to measure customers' preferences, provided multi-channel strategy to maximize sales ■ Dovetailed with cross-functional BUs to plan, organize, and execute complex projects; Achieved 131% issued volume of Shopee co-branded credit card goal by generating core marketing leads through customer clustering ■ Led a team of 10(data scientists, data engineer) to build a data platform on AWS to collect data from multiple front-ends and analyze the data from our group’s perspective to deliver holistic insight ■ Responsible for SEA project planning, coordinate people across different business units, supervising execution to ensure project launch success. Show less

Decision Management ■ Use Logistic Regression to identify the possible target credit card cardholders who may apply installment ■ Conducted comprehensive analysis from card transactions of the effectiveness of cardholder fulfillment campaigns ■ 整合顧客全行往來產品(財管/放款)資訊：（1）了解顧客資金流向（2）產出個人化交叉銷售產品的優先順序上傳至IT系統、提升進線/外撥電話行銷成交率 ■ 篩選房貸產品高貢獻顧客條件以產出行銷名單；並根據分析調整抵利型房貸定價、降低成本增加收益 ■ 負責信用卡帳單分期專案，利用迴歸分析產出定期目標電銷名單，執行結果接觸30%卡戶，即可接觸70%可能申辦戶 ■ 透過信用卡簽帳金額/交易分析，衡量刷卡回饋以及聯名卡合作簽約廠商等行銷活動的成效

Wealth Management Department ■ Worked with PM to develop marketing campaign by internal database: (1) Developed customer segmentation for management of client relationship marketing portfolios (2) Forecasted and tracked marketing and sales trends to make effective decisions on the promotion, distribution, and pricing of products and services. Expanded the customer base of high-net-worth clients to grow 6% / Achieved RMB mutual fund sales volume 120% goal ■ Reduced 50% working hours by designing 15+ SAS- and VBA-based templates to automate previously manually maintained reports ■ Designed dataset framework to support new product launch, built processes for evaluating and leveraging customer information to provide business insights, and did UAT ■ 回顧歷史銷售數據，引導產品經理發展銷售策略：（1）依客戶特性、交易紀錄開發集群、分群行銷策略（2）分析大量顧客數據，預測、回顧專案績效，並提供即時修正策略，使高資產客戶人數成長6% / 人民幣基金產品達成120%目標下單金額 ■ 優化並維護銷售團隊獎金計算程式，設計即時查閱介面並主導銷售團隊教育訓練，提升績效計算正確率23%，並顯著改善後台與銷售團隊關係 ■ 標準化超過十五項定期報表，節省50%的作業流程時間 ■ 制訂新產品上架的資料所需規格，中介PM與IT的協調角色，維護上線後測試系統、管理報表後續產出 ■ 獨立負責財管商品日報表專案，整合不同來源原始資料，編寫SAS程式建置自動化流程，Excel巨集設計定期報表格式，產出每日/累積的全行交易數據，提供經營團隊掌握不同通路的銷售狀況、客戶消長趨勢，並依據營運目標變動，提供即時的業務管理數據 ■ 配合花旗財務部門/花旗亞洲區域管理部門/台灣金管會，定期提供所需的產品分析報表 Show less

Research Department Coordinated all aspects of research projects from end to end, including the scheduling and oversight of field operation, survey programming, and report publishing (in both Chinese and English) ■ Developed research proposals, designed questionnaires, analyzed data and produced reports with align client’s goals and needs. (Project type: NPS, branding, media, marketing strategy, concept/product test) ■ Conducted quantitative and social listening research to evaluate brand equity and campaign effectiveness and advise clients on making marketing strategy adjustments ■ 以量化研究方法及統計檢定幫助不同產業客戶了解市場insights，如:定價策略、廣告成效研究、產品測試等 ■ 改善EPSON線上網站專案抽樣方法，提高問券回應率、網頁瀏覽率達三成 ■ 設計、執行跨產業顧客滿意度調查，包括渣打銀行、香奈兒、屈臣氏等 ■ 使用SEM模型計算客戶忠誠度分數及發掘影響客戶的關鍵因素 Show less

Intelligent Finance Division Developed models and performed statistical analysis to predict customer behavior and segmentation ■ Contributed 10% personal loan sales volume growth by implementing “Decision Tree” to know target customer types and improve marketing campaign response ■ Achieved 70% Luxury World Credit Card issued volume goal by generating core contact mailing lists through customer clustering ■ Managed Cross-Selling rule by analyzing customer behaviors and demand to increase the average number of banking products per customer purchases from 2.5 to 4 ■ Developed models and performed statistical analysis to predict customer behavior (e.g. campaign response, usage and attrition) in full range of consumer banking products Show less