Kexin Liu
Data Scientist III at DirectAvenue, Inc.
- Role
- Data Scientist Iii at Directavenue
- Location
- San Diego County, CA, US
- LinkedIn followers
- 500 followers
About Kexin Liu
I’m a results-driven and detail-oriented Data Scientist with 5 years of experience in the marketing and advertising industry. Proficient in SQL, Python, R, and Tableau, I specialize in large-scale data processing, attribution modeling, experimental testing, statistical analysis, and machine learning—supporting 100+ businesses in measuring ad effectiveness, optimizing marketing strategies, and maximizing ROI.
Experience
Data Scientist Iii
Jul 2020 — Present · San Diego, CA, US
Data Wrangling and ETL: Processed and analyzed TV campaign data from various sources, set up customized attribution models, and executed ETL pipeline for data integration, using SQL and R.• KPI Tracking: Defined sets of metrics to measure campaign effectiveness (e.g, CPL, CPA, and ROAS), monitored campaign performance via Tableau dashboards and visualizations in R, and did weekly reviews in client-facing meetings. • Ad-hoc Analysis: Conducted ad-hoc analysis projects to answer questions from internal team and external stakeholders using statistical methods (hypothesis testing, correlation, etc.) and intuitive visualizations.• Analytical Insights: Delivered insights and actionable advice through reports & presentations, greatly improving client’s marketing performance transparency and planning efficiency.• Machine Learning Modeling: Built and applied machine learning models in R and Python to quantify cross-channel impact (marketing mix modeling), explore TV adstock effect, and better understand customer behavior and external factors. • Shiny App Development: Developed 8 versions (15 new features) of Media Evaluation R Shiny App to facilitate data querying process from SQL Server and drive media buying decisions, greatly increasing work efficiency.• Natural Language Processing: Led NLP projects to collect 50 GB product reviews using web scraping in Python and analyze text data in R (word frequency, TF-IDF, sentiment analysis, topic modeling), helping clients identify problems & growth opportunities and redesign TV commercials to increase website visits.
Education
UC San Diego
Master of Science Degree (M.S.), Business Analytics
2019 — 2020
Kean University
Bachelor of Science degree (B.S.), Finance
2014 — 2018
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