Ariel YiinRu Lee
Over 6 years experience in market research, analysis and strategy development. Proficient in developing statistical models using SAS, SQL, SPSS, Excel, Omniture and google analytics to drive strategic customer relationship management campaigns and related analyses.
eBay San Francisco, CA
Razorfish. Chicago, IL
Sr. Analyst 2010-2011
? Web Analytics Analysis: Worked with Account Services team to define analysis, identify and acquire data to support analysis. Manipulated large dataset analyzed interactive marketing, click stream path analysis activities and site optimizations.
? Search Engine Marketing Analysis: Worked with Account Services to conduct keyword analysis, paid search ads position analysis, view through attribution analysis, identify effective keywords with ROI metrics, and provide a financial view in media budgeting process.
? Marketing Budget Optimization: Worked with Account Services to optimize online marketing channel budgets with attritbution and true lift study.
? A/B Test Development and Analysis: Worked cross-functionally with other discipline leads, client partners and internal partners to test digital hypotheses through scenario analysis, multivariate analysis and financial modeling.
? Online Customers Analysis: Conducted surveys with 3rd party to understand and track customers’ perceptions to online advertisements, brand and online shopping experiences.
? KPI Development and Campaign Evaluation: Consulted with internal clients on projects that require the development and definition of key performance indicators and report configuration. Developed analytics reporting frameworks and templates for use in delivery of client reports and unified digital campaign performance reports.
? Marketing Strategy Recommendation and Developments: Summarized findings, packaged the insights that support a clear and compelling story, and recommended future marketing strategies based on analytics results.
HSBC Financial Corp. Chicago, IL
Analyst 2008- 2010
? Customer Segmentation: Segmented over two million existing customers using logistic regression, correlation, and multicollinearity analysis to determine distinct product propositions for each segment. Adopted for ongoing marketing strategies, including direct mail and online campaigns.
? Marketing Strategy Development: Conducted marketing analyses, evaluated the revenue impact of different strategic marketing decisions, and developed effective strategies for targeting customers via direct mail and eCommerce. Achieved 10% improvement in customer response rate.
? Market ROI & Optimization: Created optimization models using linear programming to control marketing and operational investments. Reduced operational costs and process complexity by 4%.
? Customer Strategy Development: Identified new improvement opportunities in increasing customers’ satisfactions. Worked in partnership with other functional groups, including IT, Finance and Operations on initiatives centralizing contact center operations system, improving process speed, and increasing agent productivities.
? Capacity Model Development: Developed performance measurement and capacity plans for resource allocation to achieve business’ strategic objectives. Provided key analyses, including forecast models, impact assessments, and scenario analysis.
? Global Project Management: Collaborated with offshore teams in India and Mexico on various analytical initiatives to drive marketing and operational strategies and effectively communicated data results and resulting business implication in cross-functional team.
AC Nielsen Taipei, Taiwan
Marketing Researcher/ Client Solutions Consultant 2004-2006
? Market Analysis: Analyzed retailer and consumer behavior data for key clients, such as P&G, SC Johnson, to evaluate market trend. Presented the results and recommendations on clients’ sales, pricing and marketing communication strategies.
? Client Management: Increased client satisfaction by 12% by providing actionable recommendations on marketing strategies in a highly time effective manner.
? Leadership and Teamwork: Leaded a global team to conduct commercial, market and competitive intelligence analysis to implement for Marketing Research Digest - an annual AC Nielsen annual publication circulated among clients worldwide.
Carnegie Mellon University, H. John Heinz III School of Public Policy and Management Pittsburgh, PA
Master of Arts Management 2006-2008
Selected coursework: Data Mining for Marketing Application; Database Management; Financial Analysis; Budget Management & Control; Brand Management; Project Management
National Cheng-Chi University Taipei, Taiwan
Bachelor of Art in Mass Communication/ Advertising; Minor in Sociology 1998-2003
Interests & Skills
Technology: Microsoft Office; Omniture; Google Analytics; SPSS; SAS; SQL; Minitab; HTML;
Interests: Backpacking, Movie Watching, Oil Painting, Music Listening and Shopping