Business Analyst
1. Conducted marketing analysis with SQL to optimize marketing strategy on driving the user growth, including:• Evaluated the performance of advertising channels such as search engine marketing (SEM) and Douyin, the Chinese version of TikTok, through analyzing user retention, return on investment rate (ROI), and other critical metrics, communicating insights and impactful recommendations to marketing managers.• Performed user profile analysis by examining users’ behavior and demographic data, examining the effect of targeted advertising for marketing activities.• Prepared lifetime value modeling reports with A/B Test for different mobile phone users to optimize the phone models’ selection for app pre-installation. • Collaborated with Marketing and Product teams to design experiments using statistical models (e.g., Difference-in-Differences, A/B Testing) for specific purposes such as incrementality measurement. Provided strategic insights to improve advertising strategy. 2. Set realistic goals for business teams, broke down key paths and drivers for goal attainment, and regularly tracked progress, including:• Established annual KPIs, incorporating both business and financial metrics based on the company strategy, such as Monthly active users (Mau) and Customer Acquisition Cost (CAC).• Tracked KPIs monthly by establishing dashboards and conducted analysis for non-achievements to identify reasons and pain points, suggesting solutions for the business teams.3. Managed marketing budget allocation based on the performance of advertising channels, improving budget efficiency and maximizing growth potential reasons and pain points, suggesting solutions for the business teams.4. Automated the delivery of customized recurring reports based on stakeholder requests, designing self-service dashboards and visualizations to streamline data access and enhance efficiency in reporting and analysis.
