Hattie Chen Email & Phone Number

• Handled 1,000,000+ ad data from Facebook, Google, back-end system, etc. using Power Query; Built dashboards on EXCEL and Looker Studio to visualize the conversion rate of 6 products throughout the marketing funnel;
• Constructed regression models to measure the impacts of 7 marketing campaigns using SPSS and Python; Revealed the correlations between sales and media spends, discounts, providing actionable insights to optimize.
• Delivered and monitored B2B ads independently across 6 advertising platforms; Rationalized budget planning for B2B ads on paid channels, reducing costs by 5%-10% while increasing sales by 8%-15% MoM.
• Analyzed metrics including CTR, CPC, CVR and CPA to generate reports and optimize ad placement strategies; Took ownership of B2B ads placement and operation on LinkedIn, resulting in a 30% increase in lead generation.

Guangzhou, Guangdong, China

• Tracked back-end data and 20+ operational indicators using Excel, such as renewal rate, co-enrollment rate, class attendance rate, etc.; Built daily, weekly and monthly dashboards to output operational reports;
• Created dashboard base tables for 2 core products through Excel and assisted in data checking; Produced data analysis reports on the characteristics of refunded customers to develop retention strategies;
• Collected and analyzed 5,258 new customer questionnaires for the children's Go program independently; Utilized customer behavioral data to build user profiles with a 5% increase in overall renewal rate.

Shenzhen, Guangdong, China

• Utilized Wind and EXCEL to update strategy databases, including but not limited to market trading data, liquidity data, industry profit expectation data, etc; Wrote 4 weekly strategic data reports independently and.
• Integrated the valuation of 10 industries and key leading companies and analyzed the capital flow changes; Contributed to the completion of monthly market valuation strategy reports and analysis of Q1 2021 financial.

Master'S Degree, Business Administration And Management, General

GPA: 3.74/4.30 (Distinction) Courses: Economics, Digitization Strategy, Digital Economy and Big Data Analysis, Strategy for International.

Bachelor'S Degree, Economics

GPA: 3.60/4.00 (Top 15%) Courses: Statistics, Principles of Database (SQL), Market Research & Forecasting, Time Sequence Analysis, Data.