Shan Lu
San Mateo,CA
Summary
AI-native Data Scientist with 5+ years of experience across payments, growth analytics, experimentation, and customer intelligence. Experienced in large-scale behavioral data analysis, causal inference, embedding-based modeling, PySpark/SQL pipelines, and LLM-assisted analytics workflows. Proven track record building automated analytical systems, AI-powered knowledge tools, and customer growth measurement frameworks using transaction-level behavioral data at scale.
Overview
5
5
years of professional experience
Work History
Data Scientist
Visa Consulting & Analytics (VCA), Visa
Foster City, CA
07.2024 - Current
- Analyze large-scale VisaNet behavioral transaction data to generate customer intelligence, portfolio benchmarking, and growth strategies for major national issuer clients across credit and debit products.
- Build end-to-end analytical workflows spanning SQL/PySpark data pipelines, data quality validation, behavioral feature engineering, visualization, and executive-facing insight generation.
- Developed behavioral embedding models using transaction-level spend patterns to power customer similarity modeling, segmentation, and lookalike targeting workflows.
- Built propensity and opportunity-sizing models estimating likelihood of consumer credit customers converting to small business cardholders and quantified associated revenue impact.
- Designed AI-assisted campaign measurement workflows leveraging propensity score matching (PSM) agents, entropy balancing (eBal), and Bayesian Structural Time Series (BSTS) models to identify control groups and estimate incremental lift.
- Conduct bespoke behavioral analytics projects on Gen Z spending patterns, cardholder engagement, portfolio growth, promotion effectiveness, and customer lifecycle signals to support growth strategy decisions.
- Built LLM-powered Experian and TransUnion analytics skills and automated dashboards to streamline metadata retrieval, coverage analysis, attribute interpretation, and analyst self-service knowledge discovery.
- Developed reusable AI-assisted knowledge systems that automated exploration of complex third-party datasets and reduced manual analytical effort across teams.
- Partner cross-functionally with consultants, strategy teams, and business stakeholders to operationalize customer intelligence and growth measurement systems at scale.
Quantitative Marketing Analyst II
BHG Financial
San Francisco, CA
02.2022 - 07.2024
- Increased customer acquisition leads by 12% YoY by developing predictive targeting and list selection models using historical credit behavior and multivariate regression techniques.
- Designed and analyzed A/B tests across acquisition funnels and landing pages, contributing to an 8% increase in traffic and approximately $2M in annual funded loan revenue.
- Analyzed acquisition and lifecycle performance across Paid Search, Email, SMS, Direct Mail, Social Media, and Web channels to optimize conversion and marketing efficiency.
- Built scalable KPI dashboards and automated ETL reporting workflows using SQL, Azure Databricks, and Tableau to support campaign monitoring and executive decision-making.
- Conducted campaign lift analysis, customer segmentation, vendor quality evaluation, and time-series analyses to support data-driven marketing strategy decisions.
Marketing Science Analyst
PHD Media (Omnicom Media Group)
New York, NY
02.2021 - 02.2022
- Performed marketing effectiveness, attribution, and optimization analyses across traditional and digital media channels using SQL and statistical modeling techniques.
- Conducted Marketing Mix Modeling (MMM), Multi-touch Attribution (MTA), frequency analysis, and time-lag modeling to improve media investment efficiency and campaign performance.
- Delivered regional performance analyses and optimization recommendations using KPI trends, audience engagement signals, and channel-level behavioral insights.
Education
Master of Science - Applied Analytics
Columbia University
New York, NY12-2020
Bachelor of Arts - Economics
University of California, Berkeley
Berkeley, CA05-2019
Skills
- Programming & Data: SQL, Python, PySpark, R, Databricks, Tableau, Git, Excel
- Machine Learning & Modeling: LightGBM, regression, classification, clustering, forecasting, behavioral embeddings, propensity modeling, lookalike modeling, customer segmentation
- Experimentation & Causal Inference: A/B testing, hypothesis testing, propensity score matching (PSM), entropy balancing (eBal), Bayesian Structural Time Series (BSTS), incrementality measurement, campaign lift analysis
- AI & Automation: LLM-powered analytics workflows, AI-assisted analytics agents, automated insight generation, knowledge automation systems, AI-powered analytical dashboards
- Libraries & Frameworks: pandas, NumPy, scikit-learn, statsmodels, Matplotlib
- Analytics Domains: Growth analytics, customer intelligence, behavioral analytics, campaign measurement, lifecycle analytics, attribution
www.linkedin.com/in/shan-lu-sl
Timeline
Data Scientist
Visa Consulting & Analytics (VCA), Visa
07.2024 - Current
Quantitative Marketing Analyst II
BHG Financial
02.2022 - 07.2024
Marketing Science Analyst
PHD Media (Omnicom Media Group)
02.2021 - 02.2022
Bachelor of Arts - Economics
University of California, Berkeley
Master of Science - Applied Analytics
Columbia University