Meilun (Cathy) HE

Senior Data Analyst at Evolve Digital Labs
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Contact Information
us****@****om
(386) 825-5501
Location
Canada, CA
Languages
  • English Full professional proficiency
  • Chinese Native or bilingual proficiency
  • Spanish Elementary proficiency
  • Korean Limited working proficiency
Skills

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Katie Kum

I can remember she was really good at using critical knowledge to create solutions that will be leveraged in advanced analytics skills during HP project. Through this experience, I'm pretty sure she experienced with analyzing disparate data sets and using large-scale querying and aggregation techniques which is most basic but important part of data analyst role. Besides, she was not even proactive self-starter but also an effective team player.

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Credentials

  • Google Adwords Search
    Google
    Jul, 2017
    - Nov, 2024
  • Google Analytics
    Google
    Jul, 2017
    - Nov, 2024
  • Introduction to Marketing
    Coursera Course Certificates
    Sep, 2016
    - Nov, 2024

Experience

  • Evolve Digital Labs
    • United States
    • Advertising Services
    • 1 - 100 Employee
    • Senior Data Analyst
      • Feb 2019 - Present

      • Managed and led a project for a healthcare provider - performed analyses on client’s financial data and market research data using Python and visualized results in Tableau; identified opportunities based on profitability of all existing service lines and assessments of unmet demands of customers; concluded with recommendations on priorities of the marketing strategy for their new healthcare center. The strategy was well accepted and guided the direction of the following qualitative research.• Led digital market research for a local consulting firm - analyzed keyword metrics and benchmarked CRM conversion rate using Python and Excel; informed market size, customer segmentation, and brand positioning; made comprehensive investment strategies. Presented to client in an understandable way, forming the foundation for their digital transformation. • Managed digital marketing accounts with a total monthly budget over $400,000 – analyzed ad performance KPIs, strategized budget allocation across several networks including Search, Display and YouTube. Generated more than 300,000 clicks every month (156% of goal) for one website and 400 policy sales monthly for a car insurance client. Show less

    • Data Analyst
      • Jan 2018 - Jan 2019

      • Assisted with keyword research on multiple industries. Provided key findings that were used to develop digital marketing strategies for a client, leading to a 40% decrease in cost per conversion and reaching yearly conversion goal within 3 months.• Built and improved predictive models on CRM data using R, as a substitute for descriptive analysis; found out the most influential factor in the dataset and shed light on sales operations.• Built, launched and managed Google Ads campaigns that were nominated as a finalist of Google Premier Partner Awards 2018 (Mobile Innovation), driving over 70,000 app downloads every month, exceeding the original goal by 430%. Show less

    • Data Analyst Intern
      • May 2017 - Dec 2017

      • Designed R codes to scrape contents from social media, wrote SQL queries and applied Python modules to analyze language (N-Gram, Sentiment Analysis, Topic Modelling, Keyword Tagging, Fuzzy-Wuzzy String Match) for monitoring clients' ongoing digital campaigns as experimental projects. Developed and documented SOPs for the processes for future use.• Developed predictive models based on logistic regression and data mining techniques to forecast conversions, clicks, and impressions, improving prediction accuracy by 50%; conducted ad performance projection and recommended on budget allocation. Show less

  • HP
    • United States
    • IT Services and IT Consulting
    • 700 & Above Employee
    • Data Analysis Consultant - School Project
      • Jan 2017 - May 2017

      • Analyzed 5 years' shipment data from HP Inc.; demonstrated a 80/20 rule in all of the SMB accounts in terms of profit contribution; further studied the pattern of top 20% SMB accounts by product and channel breakdown; recommended a cross subsidization model for SMB market penetration; calculated investment and return of the strategy considering total market size, company survival rate, order increase rate, and discount rate; analysis, visualization and presentation done using R, Excel, Tableau, PowerPoint. Show less

  • IMG
    • United States
    • Entertainment Providers
    • 700 & Above Employee
    • Marketing Assistant Intern
      • Sep 2015 - Jan 2016

      • Conducted competitive analysis including target customers and pricing, and presented insights to client THAIWOO, the largest Ski Resort in Beijing to make strategic brand positioning and advertising decisions. • Communicated frequently with the billboard company about price and timing of outdoor advertising on behalf of clients, gaining knowledge of how to estimate cost and calculate ad impressions of billboards. • Coordinated with key client stakeholders, both foreign and domestic, building and maintaining a solid, collaborative relationship Show less

Education

  • Washington University in St. Louis - Olin Business School
    Master’s Degree, Customer Analytics
    2016 - 2017
  • University of International Business and Economics
    Bachelor’s Degree, Major in Business English, Minor in Spanish
    2012 - 2016
  • Chengdu Foreign Languages Schook
    High School, General Education
    2006 - 2012

Community

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