Data & Marketing Analyst
Turning data into decisions that move budgets.
Computer Science grad from the University of Minnesota, working where analytics meets marketing strategy.
- $10M+ revenue tracked across executive dashboards
- 6M+ email records analyzed for strategy
- 3.79 GPA · B.A. Computer Science, UMN
About
Analyst by training, storyteller by habit.
I studied Computer Science at the University of Minnesota — machine learning, data mining, databases, marketing research. That mix is how I work: rigorous with the data, fluent with the message.
Today I'm a Media Analyst at Publicis Groupe, while pursuing an MBA at the University of Illinois Urbana-Champaign (part-time, online) with coursework in Digital Marketing Analytics and Investments & Performance Evaluation.
Outside work: Lead Liaison Coordinator at TEDx and Fundraising Chair for Alpha Phi Gamma National Asian-interest Sorority.
Experience
Where I've made an impact
Click any role to expand the details.
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Media Analyst Publicis Groupe (Fallon) Dec 2025 — Present
Pacing & cross-channel reporting for a multi-million-dollar campaign.
- Own pacing measurement for a multi-million-dollar TaxAct campaign, consolidating planned vs. actual spend across 20+ channels (CM360, YouTube, Amazon, TTD) for real-time budget visibility.
- Improved reporting accuracy by reconciling 100+ manual reports against database landing tables, cutting the risk of misreported spend in client presentations.
- Streamlined cross-channel reporting by integrating multi-platform exports into a unified BigQuery pipeline, slashing manual reconciliation time.
- Built placement- and date-level breakout analyses that let teams catch pacing gaps and overdelivery early in-flight.
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Data Analyst Intern Collective Measure Jun 2025 — Dec 2025
Built an MMM product, ETL pipelines & dashboards tracking $10M+.
- Helped develop a full-stack Media Mix Modeling web product letting clients adjust 10+ cross-channel spend and simulate ROI in real time — optimizing $4M+ in media investments.
- Worked with data engineers on ETL and API pipelines (Snowflake, The Trade Desk → BigQuery) and shipped 5+ executive dashboards (Looker Studio & Power BI) tracking $10M+ in revenue.
- Delivered the analytics & visualization for the 2025 State of the Profession Report — 2,000+ DEI survey responses into 25+ interactive visuals reaching 8K+ professionals.
- Analyzed 6M+ email records for Andersen Windows & Doors, shaping their 2026 marketing allocation strategy.
- Built and launched a Gemini-powered AI assistant for campaign-name validation, saving the team ~15 hrs/week.
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Strategic Comms & Data Analyst Intern Global Minnesota Sept 2024 — Jan 2025
Reversed a 23% engagement drop with dashboards & A/B testing.
- Diagnosed a 23% YoY drop in digital engagement across 4+ channels through multi-funnel user-behavior analysis.
- Automated 6+ performance dashboards (Google Analytics, Excel, Power BI), reducing manual reporting effort ~40%.
- Designed and ran 12 A/B tests across email campaigns — +4.2% open rate and +6.1% click-through from 8K+ recipients.
- Presented data-driven recommendations biweekly to senior leadership, driving a 3× lift in newsletter engagement and 20% lower bounce rate.
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Data Engineer Ojibwe People's Dictionary May 2024 — May 2025
Managed a 30K-record MySQL database; cut query time 17.8%.
- Managed a MySQL relational database, safeguarding integrity and security for 30,000+ records.
- Designed and maintained 50+ database objects (tables, views, stored procedures, triggers), optimizing performance.
- Reduced query run time 17.8% through advanced indexing and optimization; lifted data-retrieval efficiency 22.7%.
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Data Analyst UMN School of Dentistry May 2024 — Sept 2024
SQL & Python analysis of 500+ student records; improved data accuracy by 97%.
- Analyzed academic performance data for 500+ students using SQL, identifying trends by gender, ethnicity, and parental education to shape targeted student support strategies.
- Cleaned and processed large datasets, improving data accuracy by 97% through standardization, missing-value handling, and outlier correction.
- Built data visualizations in Python (Pandas, NumPy, Matplotlib), reducing analysis time by 15.6%.
- Generated statistical insights that contributed to curriculum improvements and an 8.7% increase in student performance.
Research
AI & ML projects
Coursework & independent projects in reinforcement learning and decision optimization.
AI-Powered Navigation Model for Autonomous Decision-Making
- Developed and optimized data models to train an AI agent in a simulated taxi environment — navigate a grid map, pick up passengers, and drop them at correct locations while minimizing steps.
- Implemented reinforcement learning algorithms (Sarsa & Q-Learning) to help the agent learn efficient navigation strategies through iterative training.
- Fine-tuned model parameters, achieving an 18.6% reduction in training time vs. traditional methods using ε-greedy exploration (learning rate 0.6, discount factor 0.9).
AI-Based Decision Optimization in Grid Environments
- Developed RL models to train an AI agent in a grid-based environment, learning optimal navigation decisions based on rewards and penalties.
- Implemented and compared value iteration, policy iteration, and Monte Carlo control strategies to enhance learning efficiency.
- Refined reward functions (r = −2, −0.2, −0.01) to balance exploration vs. exploitation — achieving a 24.7% reduction in computation time while maintaining accuracy.
Built
Apps I've shipped
Side projects where I go from idea to product with the help of vibe coding.
Skills
Tools I work with
Spoken Languages
Programming Languages
Analytics & ML
Data & Cloud
Visualization
Marketing Platforms
Strategy & Design
Writing
Things I've written
Essays on culture, education & life — on Medium.
Podcast
Ting 不停
不停
My podcast on 小宇宙 (Xiaoyuzhou FM) — conversations on life, work, culture, and everything worth slowing down to talk about.
Listen on 小宇宙Contact
Let's talk data.
Open to roles in data analytics, marketing analytics, and measurement. The fastest way to reach me is email.