• Developed advanced Markov Chain marketing attribution model in collaboration with analysts, showcasing key performance metrics through interactive Tableau dashboards.• Continuously monitored and refined marketing models, leveraging Python coding and PySpark SQL, to adapt to evolving market dynamics. Implemented production-ready code to ensure seamless integration and scalability.• Presented findings and recommendations to senior management, guiding strategic decision-making, and driving business growth through enhanced marketing mix optimization. • Implemented rigorous data validation protocols during the marketing attribution process to ensure the accuracy and integrity of input data, including cleansing, normalization, and outlier detection techniques.• Optimized the performance of the marketing attribution Markov model, reducing processing time by more than 4 hours through algorithmic enhancements, parallel processing techniques, deduplication, and code optimization strategies, resulting in more efficient and timely insights for decision-making.• Estimated transition probabilities between states to model customer behavior and predict the effectiveness of different marketing channel mix scenarios.

• Led a team of analysts that support various business functions across different functional teams and managed cross functional projects as an analytics expert to ensure projects are aligned with the company strategy.• Developed an in-depth understanding of the customer journey and churn behaviors by exploring large datasets; implement strategies to maximize customer acquisition and retention• Provided the other departments with insights on the health of our customer base by using advanced analytical techniques and visualization and making recommendations. • Designed, developed, and maintained of ongoing metrics, reports, analyses, dashboards, etc. to drive key business actions.• Interfaced with business teams to gather and validate reporting and analysis requirements including data elements and report owners.• Completed ad-hoc analyses as requested by senior management with the expectation of presenting to varied audience• Promoted data integration and supported design of data warehouse infrastructure to manage and feed dashboards and predictive models.

• Created A/B testing product test tool by using python script for different types of campaigns at various dimension levels on the company’s website (full deployment) to test ad performance and its significance level by using statistical tests such as T-Test, Chi Square Test and Analysis of variance test.• Analyzed marketing data and built models using regression models such as linear, multivariate, and logistic regressions to understand effectiveness of ad campaign.• Built data process pipeline and automated repeatable process to generate different types of data visualizations with simple repeatable clicks ultimately to present data insights to clients by using BI tools such as Tableau and Power BI.• Generated and automated daily and weekly reports in Excel, and HTML exports (such as heatmaps, and cluster chart using via Python and on-time Facebook API calls) to interpret current trends in the web and finding the core audience of different types of interests. • Interfaced with data scientists and engineers to extract, transform and load data (ETL) from a wide variety of data sources using SQL and python (web scraping) and served as primary point of contact for internal database structure.

• Collaborated with UI/UX Designers and Product team to create scalable data insight and content analysis reports that were clear and concise using Excel/Power BI/Tableau tools, interpreted and summarized the preliminary findings.• Produced analytics framework to show ROI, generate cross-platform social insights, defined KPIs from various types of shows to engage customers and increase effectiveness of advertisement.• Closely worked with cross functional teams and improved several key problem areas in company's process and furthermore worked with Facebook to further develop Facebook API by representing different ideas to enhance data quality and streamlining data collection and delivery process.• Performed exploratory data analysis and retrieved, prepared, and processed data from variety of internal and external data sources (Crimson Hexagon, Google Trend and Twitter data) to uncover interesting trends and relationships along with use of bubble chart, tree map, funnel chart, filled map dual axis chart, 3d scatter chart, and many other types of advanced data visualizations to deliver meaningful insights.

• Applied analytical modeling results to company’s optimization tool, which enables to better understand client’s business to make better marketing decisions, ultimately maximizing return on their marketing investments and increase ROI.• Analyzed and created simple data visualizations for a variety of business data which include sales, marketing spend on all of media channels, product attributes and prices, brand awareness, competitive media, social media and macroeconomic indexes.• Managed and organized all types of complex data sets for multiple Fortune 50 clients.• Built data process infrastructure to ensure robust and efficient data quality and ultimately ensured efficient data integration for all projects.• Worked with various types of client within different industries to identify data sources to successfully understand the effect of marketing, non-marketing, and outcome (sales/ # of customers) using data mining and analysis.• Utilized SQL Queries (postgreSQL) and various SAS Functions to organize complex data and created temporaries tables and views that could accessed later for quick analysis.

• Provided solution for all third party data issues and problems including GQV (google query volume), Social Radar, Crimson Hexagon, Kantar Media, Moody’s Economic Indicators, Weather data, Rentrak, and more. These third party data have direct / indirect impact to company’s statistical models and it is essential that these data are accurately pulled and processed within each project for further analysis.• Managed and maintained relationships with all third party data providers and adapted and learned new UI functions and updates while assisting strategists with insightful data.• Controlled company’s entire third party data work flow, while assigning different types of third party data task to associates and entry level employees within the company by using Clarizen (project management tool).• Performed quantitative and qualitative analyses using various excel and SAS functions and identified potential data error and problems before data is processed for modeling. Created statistical reports and charts to ensure high quality data.• Held responsible combining diverse data sets into a large data set while producing output in different formatted files such as XLSX, SAS, CSV, PDF, JSON, and TXT for performing different types of analysis.

• Displayed executive-level support to the Supervisor by efficiently utilizing Labzilla/Innovations (Lab Management software) to provide various statistical reports such as AP/AR reports, and product usage and turnaround time report by using MS/Excel pivot tables, charts, and slicers.• Developed an ongoing future business plan and assisted in preparation of annual budget, incorporating forecasts, and volume projections into budget.• Consulted with foreign managers on-site and via video conferencing. Troubleshot inventory issues and discussed potential new products and technology.

• Performed various administrative functions, including corresponding with part managers, creating presentations for engineers and management, reporting produced files, and organizing meetings and events.• Organized and managed company’s entire audio and audio part inventory using MS/Excel statistical functions and other tools to facilitate data input and organization.• Controlled and entered in large amount of data entry every day and processed monthly data report base of 5000 entries.• Held responsible for all company’s calls including calls from Service and Parts Mangers from dealers, and international calls from Korea.