• Analytical support for end-to-end direct mail channel from marketing planning, forecast, strategy/test design to execution and result interpretation. • Improve marketing efficiency via targeting optimization, pricing/offer segmentation, contact and creative strategy.• Support online new feature (real-time pre-approval product) build-in from scratch to successful launch, including opportunity sizing, roadmap design, interactive dashboard creation, friction points and conversion funnel analysis.• Support ITP (identity protection product) cross channel (DM, Email, web targeting) optimization.• Design and implement A/B testing to improve front-end user experience in terms of creative, pricing, targeting and contact frequency.• Support semi-annually refresh machine learning response models using GBM/XGBoost/random forest techniques.

• Manage end-to-end email channel by providing tableau reporting and analysis to drive better business decisions.• Performed customer segmentation, cross channel (email, web targeting, paid media) studies to drive new customer acquisition and retention of existing customers.• Leveraged web analytics and big data tools (Adobe SiteCatalyst, Aster, Hadoop) to analyze web traffic data and customer clickstream navigation behavior to develop personalization targeting strategy.

• Modified a pricing profitability model by incorporating data mining and modeling into one system using SAS/VBA programming, which preserves Excel user-friendly interface and reduces the time to complete bids by 60%.• Managed back-end user data and schedule supporting database update in UNIX.• Implemented customer segmentation strategies for pricing by comparing potential versus existing customers based on factors such as industrial type, size and location.• Performed complex ad-hoc SQL queries and regression modeling to provide actionable business insights to promote profitability and increase margin.

• Cost-standardized of four years Medicare claims data (billion records) using SAS DATA steps and PROC SQL.• Developed various models (survival, logistic, instrumental, etc) to predict treatment effects on survival.• Led weekly codes review meeting to find and fix overlooked mistakes.• Performed critical analysis of literature relevant to research undertaken and assisted in the preparation of manuscripts for publication and conference presentation.