Search Monetization

Merchandising Recommendation

Search Monetization - Standard & Advanced Format• Built Tableau dashboard to automatically generate insights & monitoring different funnel metrics to meet therequirements of stakeholders from different business units; shorten time for regular business diagnosis.• Lead and developed over 100 different metrics and the respective data foundation to monitor product health and performance of eBay’s newly launched advanced format advertising product, including seller, buyer, search… Show more Search Monetization - Standard & Advanced Format• Built Tableau dashboard to automatically generate insights & monitoring different funnel metrics to meet therequirements of stakeholders from different business units; shorten time for regular business diagnosis.• Lead and developed over 100 different metrics and the respective data foundation to monitor product health and performance of eBay’s newly launched advanced format advertising product, including seller, buyer, search algorithm and revenue globally. This advancement made all analyses around this new product possible.• Published in-depth A/B test readouts with analytics recommendation that lead to product feature launches and monitoring key metrics movements post launch; ensuring data driven decisions are made. Show less

eBay Partner Network (EPN)• Developed financial forecasting process and methodology to build the framework for affiliate marketing budget allocation - allowing bottom-up marginal measurement of performance efficiency and revenue for decision making.• Published marketing incrementality A/B test readouts to measure channel incremental from different affiliates.• Developed and validated the feasibility of using synthetic control (geo-based experiments) via different… Show more eBay Partner Network (EPN)• Developed financial forecasting process and methodology to build the framework for affiliate marketing budget allocation - allowing bottom-up marginal measurement of performance efficiency and revenue for decision making.• Published marketing incrementality A/B test readouts to measure channel incremental from different affiliates.• Developed and validated the feasibility of using synthetic control (geo-based experiments) via different time-basedmodels when user level A/B testing is infeasible, advancing measurement in performance marketing.• Financial forecasting, process & methodology development• Report automation on Linux • Designing and implementing new performance metrics• Optimization for budget relocation• Performance analytics• A/B Testing for customer incremental value and new methodology implementation to assess the impact on performance metrics• Geo experiments via different time-based models• Profitability analysis across different global regions to implement different pricing strategies for the channel• Attribution modelling• Classification of incrementality#SQL #R #Python #Git #Teradata #Linux #SparkSQL #Tableau#dplyr #ggplot2 #purrr #tidyr #shiny #shinydashboard #data.table #DT #tibble#pandas Show less

Responsibilities:• Acting as a trusted-advisor to stakeholders in terms of defining and refining audience targeting for marketing campaigns to achieve different business objectives.• Conducting campaign analysis to optimise performance using SAS, R and SQL. These include measuring uplifts, evaluating propensity model performances and A/B test results on digital marketing contents to reduce costs and increase efficiency.• Continuously delivering high-accuracy and timely… Show more Responsibilities:• Acting as a trusted-advisor to stakeholders in terms of defining and refining audience targeting for marketing campaigns to achieve different business objectives.• Conducting campaign analysis to optimise performance using SAS, R and SQL. These include measuring uplifts, evaluating propensity model performances and A/B test results on digital marketing contents to reduce costs and increase efficiency.• Continuously delivering high-accuracy and timely campaigns and reports as well as implementing process and quality assurance checklist improvements.Key Achievements:• Leading the standardisation of campaign building process from briefing to execution and reporting stage. This increased transparency and clarity with communication and collaboration across different teams at all levels.• Initiated, designed and implemented new performance metrics to better measure the costs and benefits of campaigns, which significantly helped the team to persuade stakeholders with measurable quantitative evidence.• Member of the Digital and Direct Marketing Data Security Working Group to identify, plan and resolve problems with existing internal and external data transfer, storage and usage with the data security team to prepare for GDPR enforcement.• Highest score on the Air New Zealand Data & Analytics DataCamp leader board. Show less

• Providing guidance to students with R and SAS to build models for a range of different data sets, including but not limited to using different regression methods, time series and machine learning techniques.

• Carrying out inventory variance analysis and investigating foreign exchange rate discrepancies to ensure past years’ data accuracy for the CFO.• Assisting the supply chain manager with production capacity calculation under different assumptions which was used to identify and evaluate the company’s future growth opportunities.