PROFESSIONAL EXPERIENCE

Sr. Analyst

Confidential, New York, NY

Responsibilities:

• Organize, code, transform, build and QC complex sets of data and information from various sources using statistical tools
• Write SPSS (incl. macro) code to automate analytic process
• Propose and execute innovative statistical and mathematical methodologies from scratch to solve business issues addressed by clients.
• Identify innovative ways to improve the efficiency of analytical processes.
• Develop marketing mix models using multivariate linear regressions to evaluate impact of marketing activities on sales and revenue.
• Forecast the impact of future marketing spend by running simulations based on mix model results.
• Optimize marketing mix budget in terms of ROI or sales.

Sr. SAS Analyst

Confidential, New York, NY

Responsibilities:

• Provide analytical support to internal and external clients based on ad - hoc requests.
• Write, customize, QA and execute SAS programs to compile SAS data sets and to output tables
• Produce analytical reports related to Medicaid, Medicare, Managed Long Term Care, Behaviour Health, and Commercial products, and financial impact of potential changes for these products.
• Apply analytic concepts and tools to identify issues of membership, enrollment, revenue, utilization and costs across networks, products and geography.
• Design and program new processes and reports.
• Consult with end users to test and debug SAS programs to meet client needs.

Analytical Consultant

Confidential, New York, NY

Responsibilities:

• Develop SAS code (macro, SQL) to compile marketing operation data for statistical/quantitative analysis
• Check data quality to ensure accuracy of further analysis
• Perform data analysis on sales and promotion related datasets to evaluate business strategies
• Run marketing mix models to evaluate efficiency of marketing programs indexed by ROI to optimize budget allocation
• Run customer based segmentation to target high performed group and predict next phase performance
• Use test control analysis to assess discipline experimentation program
• Run advertising models to test effectiveness and ROI of media budget.

Analyst - Consultant

Confidential, New York, NY

Responsibilities:

• Export a variety Process marketing mix modeling projects in DnA analytics tool composed of SAS and VBA
• Perform data review and quality checks to ensure accurate information is used for modeling analysis
• Develop marketing mix models using OLS, WLS and Bayesian regression analysis to quantify the incremental sales generated by media and marketing activities
• Understand what variables should be tested and what various data transformations to employ in model development
• Analyze the output of marketing mix models both from a statistical and business standpoint
• f processed files, including processed data files for ad-hoc reporting needs
• Perform quality checks on marketing mix models to ensure model validity and business sense
• Transform marketing mix model results to insights to help clients understand historical brand performance and recommendations for future marketing planning

Statistical Analyst

Confidential, Las Vegas, NV

Responsibilities:

• Conduct in-depth analytical research for the marketing team
• Develop SAS/SQL code to extract, manipulate and compile large datasets from SQL Server
• Apply statistical techniques including regressions and descriptive analysis to evaluating advertising effectiveness and to testing business propositions
• Create media reports out of direct marketing response software to track profitability of TV, radio advertising using a number of metrics
• Perform segmentation analysis from different angles to monitor customers’ response pattern and to identify business opportunities for the brand
• Identify key attributes of customers which drive in the response
• Construct vintage curves to compare the customer’s life time values over groups separated by response time and to do accurate forecasting
• Created time series model(ARIMA) to forecast daily sales and revenue

Senior Manager, Statistical Analyst

Confidential, New York City, NY

Responsibilities:

• Instruct the data team to extract scanner data (market-week, store-week) from IRI or AC Nielsen’s online data systems.
• Collect survey data, sampling data, shipment data, warehouse data, customer program data, and adverting data as well as environmental data (e.g. Population, Government Economic Report) from a variety of external sources
• Write SPSS/SAS macro to clean the database and transform variables to fit the need of modelingStatistical Modeling and Analysis
• Produce data reports, graphs, tables and other output to reveal the picture of clients’ marketing activities and performance
• Use Weighted Linear Regression with SAS/SPSS to build marketing mix models to maximize the total contributions of marketing spends for clients (Pepsi, Unilever, Cadbury Adams, Snapple, Fritolay, Loreal, etc.)
• Construct category models and share models to measure the dynamics and trending of the market
• Build up portfolio models simultaneously to see how target brands and competitors interact with each other
• Construct predicative models with the aid of causal models fitted on past data to forecast the future performance of a product in terms of sales or shareMarketing Research Application
• Examine the impact of merchandising, advertising, and marketing programs on modeled product’s sale in terms of ROI or profit and analyze customers’ purchasing patterns
• Estimate incremental sales generated by Advertising by consumer type by execution time by campaign and by media channel (TV, Print, Radio, Online, E-mail, text, Category-Mailing, etc.), and identify inefficiencies and improvements
• Run simulation programs to find the saturation point on S-shape curve for TV advertising and recommend more efficient execution approaches if the optimal spend level is not reached
• Evaluate price elasticity at both category and franchise levels, and run pricing scenario program coupled with financial analysis to simulate changes in brand sales and profit due to pricing actions
• Pull presentation decks with business insights to help clients drive continuous ROI effectiveness and efficiency improvements and provide guidance for strategic actions in the areas of marketing mix elements to grow sales
• Attend presentation conferences to answer follow-up questions addressed by clients

Statistical Analyst

Confidential, Norwalk, CT

Responsibilities:

• Pull, IRI store-week scanner data, household panel data, audit data, frequent shopper data from Mainframe and Application Manager, conduct statistical analysis, create charts and tables, and deliver reports to clients including Pepsi, Snapple
• Perform data analysis on the basic of the prospect database to understand customer behavior.
• Develop mix models to find out the effectiveness of marketing elements for target brands and competitors’ brands
• Use ANCOVA analysis to identify the optimal pricing points as well as trade tactics and provide recommendations for clients to pricing bandwidth.
• Perform control-testing analysis to determine the effect of a specific marketing campaign on the target brands.
• Use logistic regressions to estimate the customer’s response to marketing program and model customers’ behavior (e.g. Capital One, Pepsi)
• Run controlled store-group modeling to assess consumer promotion activity
• Use GLM to perform segmentation analysis by a specified criterion