Hi, I am Sandy Hsieh, a results-driven analytics leader with more than 5 years of experience in business intelligence, data engineering, and operations analytics. My experience includes developing customer segmentation model and identifying shopper insights for Fortune 300 company, leading data migration projects for world’s largest exhibition group, and utilizing revenue management techniques in response to revenue issues for US National Hockey League team.
Master of Sciences in Business Analytics, Aug 2018 - May 2019
- Activities: Consulting & Corporate Strategy Club, Real Estate Club
Certificate in Hotel Revenue Management, Dec 2018 - Mar 2019
Bachelors of Arts in Foreign Languages, Sep 2010 - Jun 2014
- Leadership: Student Legislative Council — President
SQL ; Power BI ; Tableau ; R ; Python ; Excel (VBA) ; Google Analytics ; think-cell ; Alteryx ; AWS* ; Oracle Eloqua ; HTML ; CSS* ; JavaScript* ; Nodejs*
Sr. Operations Analyst, Apr 2022 – Present
- Developed PowerBI dashboard to provide analytical support for branch operations
- Conducted risk analysis utilizing SQL and Power BI to identify the factors of delinquency
Sr. Market Data Analyst, May 2021 – Apr 2022
- Led data integration project to migrate 1.5 million audience data from 7 legacy systems to a centralized cloud-based customer data platform; utilized Python to perform data cleaning and standardization process across 20+ trade show brands
- Developed a Python program to enable internal report automation; Streamlined the manual reporting process from 3 hours to 10 mintues and improved the report accuracy
- Developed quantitative metrics including traffic density, customer value scoring, and purchasing intent scoring to measure event success and increase precision of customer targeting and segmentation
Data Analyst II, Merchandising & Marketing Analytics, Sep 2019 – Apr 2021
Murphy Drive Rewards Project
- Supported Chief Marketing Officer’s strategy on loyalty program by developing K means clustering model to customize campaigns for 3.3 million Murphy Drive Rewards members
- Utilized SQL and R to join all engaged and non-engaged members and transformed 30+ key variables to create a comprehensive member master data set; conducted the descriptive analysis to understand the data pattern
Merchandise Market Basket Project
- Built analytical models to evaluate and increase the effectiveness of promotion: merchandise contribution dollars grew 12.2% in 2Q 2020 compared to the prior-year quarter
- Developed machine learning models to conduct market basket analysis for 4 categories including kratom, general merchandise, energy nutritional, and candy: uplifted key product sales, e.g. sales of Hershey’s exceeding target by 39%
Tobacco Contest Project
- Utilized SQL and Power BI to build dynamic dashboards to monitor key tobacco contest performances each month: tobacco contribution increased 19.2% on a same store sales basis vs. preceding year
- Established upselling metrics to help stakeholders understand contest sales trends and kept 1400+ stores engaged by sending out weekly sales data report to top- and bottom- performing sites
Graduate Teaching Assistant, Aug 2019 – Sep 2019
- Collaborated with former PwC partner and director to design course objectives for accounting data analytics class and delivered Power BI lectures and Excel Basics workshop for 100+ accounting graduate students.
- Utilized R and Alteryx to manipulate data of Oklahoma state purchasing card transactions and transformed it as final project materials
Practicum Data Analyst, Jan 2019 – Apr 2019
- Utilized Agile software development life cycle to manage project; built models with R to determine drivers of repeat business and quantify the impacts on visit frequency at 940 Chili’s restaurants in the US
- Performed exploratory analysis and data wrangling with SQL, Alteryx, and Tableau; created a blueprint including stakeholder, AS-IS and TO-BE Analysis, Entity Relationship Diagram, conceptual design, and project timeline
Practicum Data Analyst, Aug 2018 – Oct 2018
- Analyzed customers’ ticketing data to identify the distinct pattern and address business issues to support client’s business intelligence and analytics department.
- Built dashboards utilizing Tableau to manage multiple worksheets and correlations plots in one screen; presented the branding insights and recommended a new marketing strategy to the client.
Volunteer, Sep 2019 - Present
Guest Speaker, Feb 2017 - Jun 2017
Native in Mandarin; Proficient in English; Conversational Proficiency in German and Cantonese