Meiling Chen Email & Phone Number

San Francisco, Ca

1. CRM/Database Marketing Management and Strategies- CRM database and email & direct mail channels owner and work with sales team for outbound call campaigns. Develop, optimize, monitor, and execute database marketing campaigns including re-marketing, cross-sell, acquisition, and win-back.- Analyze CRM customer & campaign data on different segments to improve overall DBM campaign performance. Auto re-marketing campaign sales contribute 13.5% of total company sales in 2016.- Provide on-going analysis on CRM data to define targeting and segmentation strategies for marketing acquisition campaigns. Design A/B and multivariate tests and define KPIs to measure test success.- Oversee design, development, and maintenance of a CRM database. Work with a cross-functional team (product, analytics, development, and BI) to define database and data integration requirements.- Collaborate with data science, sales, BI, and IT teams to build and implement models used for segmentation and targeting strategies to increase customer lifetime value and campaign ROI.- Provide insights and recommendations to the senior management team to influence decision making.2. Marketing Analytics- Lead all aspects of Marketing Analytics, including campaign analysis, reporting, and predictive modeling. Marketing channels include email, SEM, affiliates, paid social, and sponsorship.- Provide on-going analysis on CRM data to inform targeting and segmentation strategies for marketing acquisition campaigns. Design tests and define KPIs to measure campaign and test success.- Analyze cost, engagement, and sales data to propose U.S. budget re-allocation recommendations across marketing channels to increase conversion, ROI, and improve customer mix.- Set KPIs and lead efforts to provide and consolidate analysis and reporting for website testing.- Provide insights and recommendations to the senior management team to influence decision making.

San Francisco, Ca

1. Database Marketing Campaign Reporting, Analysis, and Strategy- Analyzed customer & campaign data, and performed A/B and multivariate tests to identify growth opportunities, developed, and optimized auto and home bundling campaigns through database channels- Proposed new acquisition campaign launch/test ideas through determining sample size using statistical methods, enhancing campaign measure metrics, optimizing attribution methods, and performing quantitative analysis to provide campaign strategies on different segments- Provided monthly analysis and reporting on U.S. auto and homeowners campaign effectiveness and efficiency, make recommendations, and present findings to the senior management team2. Paid Search and Email/Facebook Cross-Channel Campaign Analysis- Worked with a cross-functional team (product, BI, and production) to implement cross-channel campaigns (emails and Facebook) to increase auto and home quotes, policies and premium. Managed campaigns and measured channel effectiveness and efficiency and identified profitable segments- Built linear regression model through Excel to predict quotes and cost per quote numbers. Managed, monitored, and performed weekly forecast on Canada SEM campaigns

San Francisco, Ca

1. Marketing Campaign Strategy- Develop and optimize lifecycle re-targeting, cross-sell, and acquisition marketing campaigns for homeowners insurance’s launch in the U.S. and auto insurance's launch in Canada.- Channels include email, direct mail, postcard, outbound calls, and paid search.2. Database Marketing Campaign Reporting & AnalysisConduct advanced analytics to optimize campaign performance through SQL and Excel- Conceive, set up, and execute tests using experimental design methods- Develop enhancements to metrics of email, direct mail, and other direct marketing channels- Optimize attribution methodology to ultimately increase campaign performance and ROI- Perform segmentation analysis to understand different response and profitability metrics and devise segment-level campaign targeting strategies that best meet business goals- Test and optimize campaign messaging, creative layout, landing page, personalization, delivery date, and timing- Make data-driven recommendations and decisions that optimize channel performance3. Campaign Development, Execution, and Maintenance- Execute and monitor email campaigns through internal and Responsys platforms- Work with Return Path and utilize email deliverability knowledge to increase inbox placement rate- Ensure data integrity to work with vendors and internal teams

Chicago, Il

Managed all marketing data related projects including Customer Relationship Management (CRM), ad-hoc data analytics, and campaign performance evaluation across multiple channels. Clients are from financial services, utility, and technology industries. 1. CRM & Marketing Data Analytics- Supported and informed lifecycle B2C and B2B campaigns with ad-hoc analytics of behavioral and transactional data using statistical analysis methods through SPSS, SQL, and Excel; Provided actionable insights to help influence marketing strategies- Analyzed data across multiple marketing channels, such as direct mail, email, survey, web, and mobile to provide a holistic view of prospects and current customers; Identified observations and insights based on different business scenarios- Communicated all findings and recommendations with the account/email/interactive teams in both verbal and written forms2. Marketing Campaign Performance Evaluation- Measured campaign effectiveness (response rate) and efficiency (ROI) utilizing Exact Target, Excel, and Google Analytics; Designed interactive performance dashboard and effective reporting system- Developed relevant KPIs and benchmarks to demonstrate incremental values of marketing activities; identified cause-effective relationships between marketing actions and financial outcomes to increase profitability

Chicago, Il

Managed all marketing data related projects including Customer Relationship Management (CRM), ad-hoc data analytics, and campaign performance evaluation across multiple channels. Clients are from financial services, utility, and technology industries. 1. CRM & Marketing Data Analytics- Supported and informed lifecycle B2C and B2B campaigns with ad-hoc analytics of behavioral and transactional data using statistical analysis methods through SPSS, SQL, and Excel; Provided actionable insights to help influence marketing strategies- Analyzed data across multiple marketing channels, such as direct mail, email, survey, web, and mobile to provide a holistic view of prospects and current customers; Identified observations and insights based on different business scenarios- Communicated all findings and recommendations with the account/email/interactive teams in both verbal and written forms2. Marketing Campaign Performance Evaluation- Measured campaign effectiveness (response rate) and efficiency (ROI) utilizing Exact Target, Excel, and Google Analytics; Designed interactive performance dashboard and effective reporting system- Developed relevant KPIs and benchmarks to demonstrate incremental values of marketing activities; identified cause-effective relationships between marketing actions and financial outcomes to increase profitability

Glendale, Ca

- Analyzed key performance indicators (KPIs) through web analysis tools Google Analytics, comScore, and Omniture. Aggregated weekly and monthly data reports through MS Excel and PowerPoint.- Provided insights to the marketing and branding teams to make strategic decisions on gaming design, advertisement time, and promotion tactics based on traffic and trend analysis outcomes. - Gained in-depth understanding through analyzing survey questionnaires’ data for addictinggames.com on customers’ demographics, behaviors, attitudes, and preferences attributes.

Master Of Communication, Marketing Communication

Activities and Societies: - Chinese Students and Scholors Association - Asia America Environmental Symposium - Association of Integrated.

International Economics And Trade, Bechalor Of Economics