SUMMARY:

• More than 15 year’s experience in Database Marketing, Data Mining and Statistical Modeling for commercial, financial, and Customer Relationship Management (CRM), Business Intelligence (BI) applications. Strong background in statistical analysis, neural networks, decision trees, clustering, and pattern recognition. Experienced in Tableau, Business Objects
• Microstrategy and other data reporting tools. Masters in Economics with specialization in Econometrics, particularly in the areas of quantitative data analysis. Oracle d Professional (OCP) expertise in database architect, multi - dimensional data warehouse design, implementation, and administration.

PROFESSIONAL EXPERIENCE:

SAS Consultant, Global Business Intelligence

Confidential, Cupertino, CA

Responsibilities:

• Provided SAS, data mining, statistical model and analysis expertise for Confidential internal customers. Generated analytic insights and recommendations to enable continuous, measurable improvement of data mining and statistical modeling using SAS based Multivariate Statistical Techniques.
• Conducted diagnostic analysis on performance issue for users in using SAS Enterprise Miner. Reproduced performance problems by importing data and process flow into SAS. Identified the performance bottlenecks for each predictive model. Provided performance-tuning solutions based on the data, SAS EM process flows and SAS system options.
• Completed production evaluation on SAS Visual Analytics for Marketing Campaign team. Provided architecture, functional capability review on the data visualization, data analytic for the SAS Visual Analytics. Completed the production review and recommendation report and presented to the team.
• Conducting diagnostic analysis on the SAS program for users in various functional teams. Completed the process flow diagram for the SAS program. Provided the recommendations for adjusting memory configuration on the SAS Server.
• Provide expertise and best practices for current SAS environment and recommendations for future SAS environment. Preparing the SAS documentation and usage guide for GBI Help.

Senior Data Analyst/SAS Developer

Confidential, San Jose, California

Responsibilities:

• Designed and Developed SAS Data Warehouse for Customer Marketing Analytic. Extract data from Oracle, Teradata and creating SAS datasets for use in in-depth customer analysis, registration and verification models, fraud detection in accord with marketing strategies. Constructs required data sets, conducts exploratory data analysis, set test and controls, analyze, Data Mining and present results; Provided analytical support/reporting on marketing campaigns and test efforts; Developed reports that summarize the key performance metrics growth opportunities; customer segmentation and profitability model analysis.
• Provide strategic planning and analytical support to key internal customers in marketing, risk management. Analyze customer transactional data across multiple dimensions, including customer segments, product categories in order to mine opportunities and drive marketing improvement. Built numerous statistical models like multiple regression, linear regression to examine business (sales, marketing, and customer relationship management to identify the opportunities using SAS Enterprise Miner, making use of data mining tools such as neural networks, decision trees, classification and prediction algorithms.
• Execute sophisticated quantitative analysis and advanced modeling that use SAS data warehouse’s data and business performance metrics to derive inferences and insights. Developed and maintain the predictive models for account activities and transition activities. Developed the payment and login forecast using the moving average, ARIMA statistical methodologies accurately predict the weekly, monthly and yearly prediction for the account activities and transition activities. The payment and login forecast becomes the critical driver for the future capacity planning.
• Using logistic regression techniques, design, developed and implemented models for predicting account activity and revenue potential for segments of different type of payment and revenue growth. The models contributed to a 10% increase in revenue for the company.
• Researched and applied a variety of statistical analytics, data mining, text mining and machine learning methodologies for fraud detection, risk scoring and modeling. Design and implemented analytical data mart and built predictive models such as response model and affinity models to target segmented customers.
• Design, build and manage a large volume data warehouse using SAS Warehouse Administrator, SAS Integration Technologies and Oracle9i database to support various operation and business units in for Confidential ’s strategic resources planning. The SAS data warehouse support various projects for and date-to-date operation performance analysis strategic capacity resource planning.
• Designed, developed and implemented a SAS/macro report generation application system to enable standardized requesting of a variety of data summarization and subsequent tabular and graphic reporting modules for web-based Reporting of network performance data managed by ITRM. Generate regular reports to management on the capacity of the NOC infrastructure; publish performance data on response times, reliability and availability as web pages on the corporate intranet.
• Designed and Developed data warehouse reporting and analytic using Tableau. Built and implemented large scale and high performance reports and dashboards. Primarily responsible for set up the back-end of Tableau reports, writing SQL code of pulling the data from data source including Teradata, Oracle, SAS datasets. Responsible for BI reporting through design and develop the analytical reports, dashboards and visualizations in Tableau. Work with business analysts and product manager in understanding business questions that users look to the dashboards to answer, translated customer needs into specific requirements, formulate the data that need and delivery the report in Tableau.

Senior Data Analyst

Confidential, San Jose, California

Responsibilities:

• Design, build and manage the Marketing/Customer Service data warehouse to support the Customer Service, Marketing, and Sales departments in marketing analysis and strategic planning. The system consists of star schema design, Oracle database, SAS data marts, decision support (Oracle Discoverer, MS SQL Server), multi-dimensional analysis. Analyze and define user requirements for current and/or new subject areas - customer account, campaign, service order, payment, credit/ behavior score etc. Analyze, design, and implement decision support reports such as disconnection analysis, mass merchant/sales channel cube, campaign tracking, etc.
• Responsible for design, create Oracle data warehouse, analysis of the database, the extraction, verification, and loading of the data, creation of the data warehouse, the creation of aggregate and summary information for Marketing Database Decision system. Responsible for design and development statistical modeling solutions to identifying the most profitable customers, targeting the most profitable prospects, and increase response rates from direct-marketing campaign. The database marketing information system was created to capture customer information and the information from previous promotional campaigns and publicly available demographic, psychographics, credit bureau, and zip plus 4/census-level data and SAS was used in statistical modeling and data analysis in factor analysis, cluster analysis (FACTCLUS), Neural Networks, Logistic/Linear Regression, CHAID and Discriminant Analysis and Perceptual Mapping.

SENIOR DATA ANALYST

Confidential, Redwood City, California

Responsibilities:

• Developed and implemented the market segmentation research for new soft drink product series for the multinational beverage company using Quantitative Descriptive Analysis, cluster analysis and general linear modeling techniques.
• Developed and implemented product optimization study for Fortune 500 Pharmaceutical Company using sensory measurement technique, principal component analysis and multiple regression modeling.
• Analyzed model e-retail sales and customer purchase patterns for one of the largest online bookseller. Developed flexible code to extract analysis SAS datasets, on a routine basis, from transaction and marketing contact Oracle databases. Created predictive regression and analysis models by applying statistical procedures to historical data to help the client's sale forecasting.
• Developed and managed large-scale, on-going and ad-hoc marketing research studies for a fast food franchise. Developed, implemented and monitored research designs and methodologies (i.e., sampling, data collection and analyses) to track and predict wine market trends, to create market segments and competitor profiles, and to identify effective marketing strategies, particularly in the areas of advertising and promotion.

DATABASE DATA ANALYST

Confidential, Foster City, California

Responsibilities:

• Conducted a data modeling and OLAP project using Oracle database system for a major financial institution to conduct data mining analysis, identifying potential credit card applicants based on desired buying habits. Responsible for forecasting yield analysis of credit card portfolio. Developing forecasts and variance explanations of yield by portfolio segmentation, such as by product, customer segment and vintage. Developing ad hoc yield analyses for top management.
• Responsible for the enterprise data warehouse project for extract, transform and load data from multiple operational systems including IBM/DB2, Oracle, NT/SQL Server and flat files into a strategic decision support (DSS) Oracle data warehouse (based on a star schema). Used SAS v6.12 with proc SQL extracted marketing demographics from a DB2 data warehouse for model testing, segmentation, scoring, and list management purposes. Also extracted marketing data from an Oracle database using SAS sql. SAS computer code to produce mailing, telemarketing, and email lists for specific business and retail marketing efforts. Interacted with clients, modelers, and analysts to refine targeted populations, and control groups.
• Designed and developed the system to forecast losses and risk base price the credit card portfolio for a California Bank. Extracted extensive credit card information from large relational databases (Oracle) using SAS Access and SQL. Automated processes were written to perform the series of logistic regressions, which modeled credit card losses and defaults. Developed and maintained SAS applications running under Unix platform against an Oracle database of credit card transactions and account data. Identified often-requested applications for standardization into automated processes and created the necessary code and user environments.
• Developed and implemented a data warehouse and strategic decision support system using Oracle relational database, SAS/STAT and data mining techniques to conduct market distribution study for an international pharmaceutical company on sales forecasting, market segmentation, market competitive intelligence research and responses analysis. Automatically extracted tables from Oracle to PC using SQL/Plus, Shell code, FTP and SAS. Summarized Plantrak data to produce Segmentation Reports Payment Type, Plan Count and Plan Affiliation.