Summary
Overview
Work History
Education
Skills
Websites
Projects
Timeline
Generic

Xinrong Sarah Lian

Los Angeles,CA

Summary

An experienced and enthusiastic Analyst, troubleshooter and storyteller with 3 years' experience in advertising industry. Familiar with the entire data lifecycle, including data collection, cleaning, developing dashboards and reports.

Overview

5
5
years of professional experience

Work History

Ad Monetization Analyst

Scopely Inc
Los Angeles, CA
01.2022 - Current
  • Company Overview: An interactive entertainment company and mobile-first video game developer and publisher.
  • Monitored mobile ad network demands and communicated with different network partners, provided customized optimization plans for different game apps, tracked each ad unit's performance and made the necessary adjustments in time
  • Identified new ads opportunities, designed and conducted A/B tests for different mobile games, drove improvement to user experience and ads revenue, provided practical insights and recommendations to key members
  • Analyzed daily traffic data within internal data system by SQL and Looker dashboards, detected anomalies and discrepancies, reported data trends. Summarized revenue report including revenue analytics and metrics to understand key drivers
  • Researched the latest trends in mobile gaming and advertising, worked closely with product managers and engineers in different mobile games, develop customized analytics tools and helped games teams to understand ads performance better
  • An interactive entertainment company and mobile-first video game developer and publisher.

Data Analyst

First Media
Los Angeles, CA
03.2020 - 01.2022
  • Company Overview: An industry-leading digital company that comprised of several multi-platform brands.
  • Created and maintained automatic dashboards using SQL and Python to provide easy access to relevant ads performance data, guided performance teams through reports to inform data-driven decisions
  • Generated ad performance strategy reports to identify profitable ads, conducted ads analysis for creative concepts to understand audience retention overtime, built dashboards to highlight key metrics and optimized marketing campaigns
  • Built time series model in Python to detect anomalies in conversions, connected the model with email server to create an anomaly detection alarm for KPIs' conditions
  • Prepared and loaded data from multiple data sources (e.g., Ads Manager, Google Analytics) to data warehouse, monitored and managed ETL using SQL and Python, developed and deployed data preprocess functions on AWS
  • An industry-leading digital company that comprised of several multi-platform brands.

Education

Master of Science - Analytics

University of Southern California (USC)
12.2020

Bachelor of Engineering - Safety Engineering

University of Science and Technology Beijing (USTB)
06.2017

Skills

  • Python
  • Pandas
  • Numpy
  • Scikit-learn
  • SQL
  • MySQL
  • PostgreSQL
  • SQL Server
  • Tableau
  • Looker
  • Google Data Studio
  • BigQuery
  • AWS
  • EC2
  • Lambda
  • Advanced MS Excel
  • Lookups
  • Pivot Table
  • Web Scraping
  • A/B Testing
  • Statistical models
  • Regression
  • K-Means
  • Time Series
  • Hypothesis testing

Projects

Predicting Red Hat Business Value, 11/19, 12/19, Leveraged real world data to predict potential cooperative partners with the best business value for Red Hat., Cleaned customers' behavior data provided by Red Hat through data visualization and deleted redundant data., Detected multiple models in Machine Learning with Python to classify potential business partners., Conducted feature engineering in machine learning model; increased the model accuracy to an 85.6 AUC score. Disaggregation of Yelp Review Ratings, 10/19, 12/19, Separated ratings on Yelp by topic and explored which topics contributed to the ratings most., Applied Natural Language Processing (NLP) in order to extract topics from Yelp review texts and label different topics., Generated a sentiment intensity score for each sentence based on topic segmentation in Python., Disaggregated eight million reviews of restaurants in Las Vegas by generating coefficients of each topic in linear regression.

Timeline

Ad Monetization Analyst

Scopely Inc
01.2022 - Current

Data Analyst

First Media
03.2020 - 01.2022

Master of Science - Analytics

University of Southern California (USC)

Bachelor of Engineering - Safety Engineering

University of Science and Technology Beijing (USTB)
Xinrong Sarah Lian