Yuwei Y. Email & Phone Number

Birmingham, AL, US

Customer engagement & retention; membership and subscriptions

San Francisco, CA, US

• Social & App Experience Product
• Partner with product and engineering team to influence product decisions and launches
• Develop and monitor metrics to evaluate product performance, improving user conversions
• Design and analyze a/b testing, quasi-experiment to iterate and improve products

Newport News, Virginia, US

• Marketing Mix Modeling and Attribution Modeling to analyze marketing efficiencies across channels
• Machine learning based Uplift Models to make sales more targeted

Dublin 2, IE

• Integrated and cleaned data from various sources through building Automated Data Pipelines and QA with Python
• Extracted data relationships and built schemas to meet technological, operational and managerial goals
• Designed tables and views; developed complex query and stored procedures for data ETL process in MySQL

London, CO

• Transformed and cleaned data on customer demographics and user behavior; performed exploratory data analysis with Python Seaborn to understand data distribution and correlations
• Developed Marketing Mix Models with clustering and Generalized Linear Model (GLM) to optimize ROI
• Segmented customers using Principal Component Analysis (PCA) and K-means clustering based on demographics and digital behavior data, applying price discrimination strategy to increase expected revenue by over 15%
• Mapped customer journey with funnel analysis; measured marketing effectiveness with A/B testing; built interactive dashboard with Tableau, providing key insights to optimize digital marketing strategies

London, GB

• Defined KPIs; utilized Spark SQL to build data ETL pipeline to analyze streaming social media dataset, transforming data to insights of improving media effectiveness and customer engagement
• Built word clouds, conducted topic modeling (includes LDA) and sentiment analysis (includes NLP) via Text Mining, identifying buzzwords and customer attitudes, which mapped product and brand images
• Evaluated influence of Key Opinion Leaders (KOLs) on target market through Social Network Analysis with Python, expanding brand exposure and encouraging customer engagement on social networks

• Processed retail data from Nielsen and Kantar, drafted regular reports;
• Analyzed sales data and developed insights concerning shopper insights, competitor analysis and category analysis.

Master'S Degree, Business Analytics, Beta Gamma Sigma

Ms In Marketing Analytics (Withdrew)

Bachelor Of Science, Chemistry

Bachelor Of Arts, Journalism