Cheryl Song
Marketing Analytics @Square
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WORK HISTORY
Marketing Analytics @Square
Supported the planning and measurement of multi-channel marketing campaigns, collaborating with stakeholders to define KPIs, data tracking plans, and campaign reporting frameworks- Quantified marketing impact using incrementality tests, Marketing Mix Modeling, and Multi-touch Attribution, providing data-driven recommendations to optimize cross-channel investment- Analyzed marketing performance data across various channels (digital, offline, organic, etc.) to uncover trends, identify opportunities, and pinpoint areas for improvement- Developed ongoing reports and visualizations in Looker to drive optimization and inform go-to-market strategies, ensuring marketing activities remained aligned with business objectives and ROI targets- Conducted ad-hoc analyses and exploratory data studies, distilling complex data into actionable insights for marketing optimization. Identify opportunities for innovation and recommend new measurement tools and methodologies- Refined machine learning models for audience targeting, designed and measured A/B tests to measure model performance which increased incremental conversion rates, and improved marketing efficiency.
EDUCATION
Central University of Finance and Economics
Bachelor of Science - BS, Economics, Public Finance and Public Policy
University of Rochester - Simon Business School
Master degree, M.S. in Marketing Analytics
SKILLS
ABOUT CHERYL SONG
Cheryl is a marketing analytics professional with 7+ years of experience driving data-driven marketing strategies across leading tech and agency environments. Proven expertise in Marketing Mix Modeling, Multi-Touch Attribution, and incrementality testing to optimize cross-channel marketing effectiveness. She has diverse experience in data analytics, marketing, market research, media and advertising. She is also an innovative data enthusiast and story-teller, able to transfer insights from data analysis into actionable recommendations with strong business acumen. She is a detail-oriented person and adaptable to fast-moving challenges and environments.Problem solver, story teller, team player and fast learnerSkill Set:1. Technical tools: R, SQL, Tableau, Looker, Python, G-suite2. Data Analytics: explanatory analysis, predictive modeling, ARMA model, machine learning (decision trees, naive bayesian classifiers, neural network), regression analysis.3. Marketing Research: conjoint analysis, clustering analysis, factor analysis, segmentation and targeting, perceptual map, simulated test market, experiment, focus group.4. Statistics: linear/ logistic/ polynomial regression models, hypothesis test, simulation and optimization.
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