Edward Tang Email & Phone Number

New York, United States

London, England, Gb

New York, Ny, Us

● Designed and owned an End-to-End monthly report assessing global agency performance on digital and linear media, on-domain user engagement, brand health KPIs, organic activity, and sales revenue. Set up a feedback process with internal stakeholders to refine report usability in driving decision making.● Worked with VP-level clientele to initiate annual benchmarks for media-attributed engagement efficiency, tied to fiscal incentives for the agency. Aligned agency directors and clients on a unified measurement methodology, and later incorporated view through data to capture media’s post-view impact. In 2023, finalized reporting to secure a six figure bonus for the agency.● Built a media mix model using Python to test linear, robust, and logistic regression variations with K-fold cross validation. Used completed models to inform media strategy with regard to tactic saturation, activity decay, and channel composition. ● Developed annual media budget recommendations by combining historical media data with broader market factors, growth forecasts, and insights from the agency media mix model, ultimately contributing to a 7% increase YoY budgets. ● Collaborated with the paid social, programmatic, and site direct media teams to conduct statistically rigorous creative and audience A/B testing. Drove an 11% improvement in programmatic banner ad efficiency.

New York, Ny, Us

● Presented to clients the success of an IBM geo-specific campaign strategy in driving a 47% increase in mid-funnel response volume. Refined analysis by collaborating with teams in Brazil, Canada, Germany, Japan, and Singapore. ● Optimized IBM events-based linear media campaigns by leveraging first party and third party data sources to identify and quantify IBM media impact on market share of voice in B2B and B2C competitive landscapes.● Created and updated Tableau dashboards for evergreen and boutique projects.

New York, Ny, Us

● Collected biweekly and quarterly reporting for both revenue and brand awareness sectors of IBM to deliver media strategy recommendations to campaign managers.● Leveraged Python and SQL to summarize and visualize reporting data.● QA’d databases and communicated delays to clients.