Jikun Zhu

About Jikun Zhu

10 years experience in Marketing Science and Advanced Analytics: specialized in marketing…

Experience

1. Lead Data Scientist

   Airbnb

   Jan 2018 — Present

   Lead marketing measurements at Airbnb include building traffic and tracking data, design measurement framework, drive insights, and product plans. Build Marketing Measurements with Multitouch Attribution, Marketing Mix Modeling, to drive top-down marketing decisions at Airbnb. • Inference Modeling: Leveraging internal and external data to measure marketing incrementality on Airbnb\'s multi-billion marketing budget; designed lift studies across online publishers (Meta, Google Ads, YouTube etc.) and created geo holdouts and synthetic control models to measure offline media using Time Based Regressions and Casual Impact; • Media Mix Modeling: Built country-level marketing panel data; Designed model calibration process with attribution results; build 5 models to measure over 20 online and offline marketing channels efficiency with 4% MAPE, currently models are the key Marketing measurement at Airbnb; • Multi-Touch Attribution: Built comprehensive user touch points data including paid and unpaid channels; analyzed user conversion path and marketing channel sequencing and overlapping; built MTA model and calibrated model results with incrementality tests, new model reduced 60% bias comparing with old attribution model; • User Journey Analysis: Designed and built session-based user data and analytical framework; created users onsite funnel analysis, clearly defined input and output metrics for different user funnels, the analysis was presented at the executive level and used as weekly business metrics; • Geo Level Marketing Data: Built country and region level marketing cost and conversion data, worked with FP/A to build accurate reporting data pipelines, data were used by all regional teams at Airbnb for Business Reporting and Reviews. • App Data Foundation: Lead design and engineering of the mobile tracking system; tested and integrated MMP platforms at Airbnb for app tracking, attribution and data ingesting;

Skills

• Start-Ups
• Data Mining
• Business Strategy
• Leadership
• Matlab
• Marketing Analytics
• Digital Marketing
• Strategy
• Sas
• Web Analytics
• Analytics
• Operations Management
• Google Adwords
• Algorithms
• Market Research
• Powerpoint
• Data Analysis
• Social Media
• Entrepreneurship
• Management
• Cloud Development
• Marketing
• Mathematical Modeling
• Python
• Marketing Strategy
• Social Media Marketing
• Project Management
• Software Development
• C
• Research
• Analysis
• SEO
• Statistics
• C++
• Sql
• Competitive Analysis
• Product Management
• Financial Modeling
• Microsoft Excel
• Sem