Summary
Overview
Work History
Education
Skills
Languages
Timeline
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Keqing Hong

Austin,TX, United States

Summary

Data Scientist experienced in data cleaning, advanced modeling, and translating data analyses into actionable business strategies. Highly proactive and detail-oriented with a strong foundation in media mixed modeling and marketing analytics.

Overview

3
3
years of professional experience

Work History

Associate Marketing Data Scientist

Keurig Dr Pepper Inc.
07.2022 - Current
  • Developed Bayesian Media Mix Models using advanced research, quantifying sales impact and media ROI for key brands like Dr Pepper and Canada Dry.
  • In collaboration with BCG, adopted Agile and MLOps to refine the Allocation Tool, influencing over $80 million in media spending decisions.
  • Directed analytics for the Pepper Perks program, employing churn studies, clustering models, and Tableau dashboards for segmentation strategies and real-time tracking.
  • Worked with teams to streamline campaign tracking using UTM links and Tealium events in Google Analytics, assessing conversions from 300K+ weekly visitors.
  • Proactively identified and addressed a bot issue, eliminating 790K false accounts and purifying contaminated data, with swift vendor collaboration.

Data Analyst Intern

L’Oréal Buycoor (E-Commerce Unit Of L’Oréal China)
03.2021 - 08.2021
  • Increased ROI by 13% by analyzing e-commerce traffic data, optimized paid ad campaigns, planned budgets
  • Developed and supervised A/B tests for paid ad materials, generated reports, and communicated results to internal clients
  • Boosted search ranking by 85% by performing PPC bidding, keyword research, customer, and competitive analysis

Education

Master of Science - Marketing Analytics

The University of Texas At Austin
Austin, United States
05.2022

Bachelor of Science - Radio-Television-Film

University of Texas At Austin
Austin, United States
12.2020

Skills

    Python

    R

    SQL (Snowflake)
    Tableau

    Salesforce

    Salesforce Marketing Cloud

    Power BI

Languages

Chinese (Mandarin)
Native or Bilingual
Chinese (Cantonese)
Native or Bilingual
English
Full Professional
Spanish
Limited Working

Timeline

Associate Marketing Data Scientist

Keurig Dr Pepper Inc.
07.2022 - Current

Data Analyst Intern

L’Oréal Buycoor (E-Commerce Unit Of L’Oréal China)
03.2021 - 08.2021

Master of Science - Marketing Analytics

The University of Texas At Austin

Bachelor of Science - Radio-Television-Film

University of Texas At Austin

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Keqing Hong