Xiyao Yang

About Xiyao Yang

Driving digital transformation through data-driven marketing, technology innovation, and…

Experience

1. Director of Marketing Analytics

   Bozzuto

   Dec 2022 — Present

   Build and lead a team of data analysts and marketing professionals to deliver actionable insights and recommendations to the performance marketing team. • Lead the implementation of a Customer Data Platform (CDP) for the company and execute a data strategy unifying customer data from multiple sources for improved accessibility across the organization. • Lead the company’s migration from Universal Google Analytics to GA4, resulting in improved data accuracy and increased insights into website visitor behavior. • Implement a server-side tagging strategy to ensure seamless data collection across all 300 company websites during the migration process which includes utilizing Meta Conversion API and Google Enhance Conversion to enhance website tracking capabilities and improve conversion rate optimization on the server side. • Collaborate with cross-functional teams to ensure a smooth transition to the new analytics platform for further optimization and improvement of the company\'s data infrastructure. • Develop and implement a data governance framework to ensure compliance with data privacy regulations, resulting in a successful certification for GDPR and CCPA. • Lead the Bozzuto Lab team dedicated to evaluating website performance, MarTech products, and paid media effectiveness using research methodologies such as hypothesis testing, A/B testing, and statistical analysis. Translate the insights and findings into actionable recommendations for the performance team. • Collaborate with the Bozzuto Data Team comprising analysts, data engineers, and data scientists in support of company strategy and decision-making across a wide range of marketing and operation tactics using BI tools

Education

• University of Oklahoma

  Master's degree, Advertising

• University of Oklahoma

  Bachelor's degree, Psychology

Skills

• Illustrator
• Google Analytics
• Graphic Design
• Talent Management
• Quantitative Research
• Data Analysis
• Strategic Planning
• Market Research
• Video Production
• Digital Marketing
• Budget Management
• Strategy
• Social Media
• Qualitative Research
• Psychology
• Project Management
• Marketing
• Microsoft Office
• Account Planning
• Sas
• Spss
• Indesign
• Marketing Research
• Research
• Invoice Processing
• Blogging
• Photoshop