Yvette Wang
New York,NY
Summary
10 years of experience in quantitative data analysis and measurement. Proficient in test and experiment design, data-driven storytelling, data visualization, and data mining. Strong attention to detail complemented by exceptional team and project management skills.
Overview
9
9
years of professional experience
Work History
Group Manager, Marketing Science
Snapchat
New York, New York
07.2021 - Current
- Lead measurement, insights, and ad performance strategy across Restaurant (1 yr), Travel (1 yr), and Commerce (2 yrs) verticals; instrumental in building the vertical measurement discovery & playbook, Commerce code red plan, and retail ads playbook.
- Serve as marketing science DPA subject matter expert, driving the launch of DPA custom catalog testing program that has had ~200 advertisers run through it - advertisers spending >$60M annually on DPA show median performance improvements of ~40%.
- Took the lead in launching 1P Geo Lift measurement and in-market best practices, scaling lift experimentation capabilities, and advertiser adoption.
- Acted as a pseudo-PM, played a crucial role in launching ACR for CLS, significantly advancing the solution and its usage, and moved approximately $20 million in measured revenue from flat to statistically significant positive.
Associate Analytics Director
Essence Global
New York, NY
08.2019 - 06.2021
- Built and managed a team of six through formal training, diverse assignments, proactive coaching, and mentoring.
- Drove the MTA work stream, including calibrating the MTA solution for each product, validating the MTA approach, and incorporating MTA results into live dashboards; this allowed better enablement of in-flight budget (~$30M) optimization to those channels with limited last-click credit and increased channel mix optimization by 4x. It has been applied to other Google PAs at Essence, and the immediate H1 2021 impact of media optimization is over $200M.
- Built advanced analytics models to evaluate media and creative performance using data science techniques (e.g., regression, clustering, time series, t-test, and z-test), and inform media optimization.
Analytics Supervisor
iCrossing (Owned by Hearst)
New York, NY
06.2018 - 07.2019
- Hosted regular sessions with key stakeholders at multiple levels to share actionable insights and recommendations to improve campaign results. Insights have proven to be a huge success, driving leads increased by 247% year over year and cost per lead decreased by 79% year over year.
- Managed media mix modeling projects from start to finish, including scoping, data observation, and modeling, validation, and presentations; modeling results-driven strategies help iX get an increased media budget by 50%.
- Led the creation of incrementality tests and build predictive regressions and data-driven attribution models to evaluate media effectiveness during the tests. Modeling results-driven strategies helps iX get an increased media budget of 15%.
Senior Analyst
MediaCom
New York City, NY
06.2016 - 05.2018
- Originated and led the development of an automated data processing and management system (Python, SQL, Tableau), reducing 90% of weekly reporting processing time (from 30 to 3 hours).
- Built and optimized dashboards by identifying the measurement framework and purchase funnels to best illustrate the roles of each channel and tactic.
- Implemented a variety of analytical techniques on ad hoc, ranging from statistical modeling (marketing mix modeling, forecasting, and cluster analysis) to engagement scoring optimizations on a wide range of data sources.
Education
Master of Science - Marketing Analytics
New York University
Bachelor of Science - Marketing
Central University of Finance And Economics
Skills
- Analytics & Visualization Tools
- R / SQL / Python / Excel (macros, VBA) / Data Studio / Tableau
- Measurement Experience
- Web Analytics / MMM / MTA / CLS / BLS
Timeline
Group Manager, Marketing Science
Snapchat
07.2021 - Current
Associate Analytics Director
Essence Global
08.2019 - 06.2021
Analytics Supervisor
iCrossing (Owned by Hearst)
06.2018 - 07.2019
Senior Analyst
MediaCom
06.2016 - 05.2018
Master of Science - Marketing Analytics
New York University
Bachelor of Science - Marketing
Central University of Finance And Economics
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