Yiwei (kiki) Chen
Sydney,Australia
Summary
Driven Junior Data Analyst with experience in the banking sector, skilled in utilizing advanced data analytics and machine learning to enhance business outcomes. Expertise in Python, R, SQL, Tableau, and Power BI. Developed key projects including a customer segmentation model using unsupervised learning and a building CLV model for optimizing marketing strategies and operational efficiency. Proven track record in data governance, managing dashboard requirements, and improving stakeholder collaboration with actionable insights. Recognized for effectively addressing business challenges and boosting profitability through data-driven decisions.
Overview
12
12
years of professional experience
Work History
Data scientist-Data science and innovation (Consumer Data office)
Westpac Group
, Australia
02.2024 - Current
- I effectively utilized Teradata for exploratory data analysis to uncover patterns in customer NPS scores and extracted actionable insights
- I developed predictive machine learning models to enhance understanding and forecasting of customer satisfaction trends, which supported strategic decision-making
- Additionally, I created comprehensive visual presentations that integrated machine learning insights with detailed customer feedback, significantly improving investment prioritization
- Involved in the project on chopping customer NPS data utilizing Teradata for data exploration and analysis
- Performed exploratory data analyses to uncover patterns and issues, and get deeper insights into customer NPS score metrics
- Extracting key insights from customer feedback to segment and understand NPS data more effectively
- Developed machine learning models to import the visibility and understanding of the customer journey and CAST scores, effectively using predictive analytics to forecast customer satisfaction trends and products and processes
- Create comprehensive visual presentation for stakeholders that depicted findings and outcomes, facilitating strategic decision-making and problem resolution
- Enhanced decision-making tools by integrating machine learning outputs with consumer comments, CSAT mappings, and detailed NPS breakdowns, which enabled more precise adjustments to the mortgage value chain
- Efforts to improve self-service capabilities within the Line of Business (LOB), aiding in investment prioritization based on refined analytics and machine learning insights into Voice of the Customer (VOC) and Business Satisfaction Reviews (BSR).
Data scientist-advance & insight team(Marketing)
Westpac Group
, Australia
08.2023 - 02.2024
- I have been involved in developing a customer segmentation model, classifying customers into lifecycle stages using unsupervised learning, which substantially enhanced our targeting strategies
- Additionally, I crafted a CLV Layer2 model for St
- George that pinpointed high-value customer segments, driving significant improvements in marketing effectiveness and business profitability
- Customer segmentation: Implemented customer segmentation based on a variety of demographic and behavioral data points, Utilized unsupervised learning techniques to classify customers into 11 distinct lifecycle stages, enhancing the understanding of customer behaviors and needs
- Building clv layer2 model: Developed a CLV Layer2 model for St
- George using machine learning algorithms to segment customer data without predefined labels
- Engineered and curated relevant features from a various dataset to optimize the clustering process, focusing on distinct customer segments
- Model application and key insights: Applied the model to analyze customer profitability and segment-specific performance, identifying high-value segments and key drivers of profitability
- Utilized model insights to develop targeted marketing strategies and optimize business operations, focusing on profitability and customer value creation
- Understanding user behavior and competitive pressures to identify opportunities to improve marketing effectiveness and growth.
Data analyst-data governance (Data platform)
Westpac Group
, Australia
02.2023 - 08.2023
- I enhanced DMOS dashboards by analyzing business requirements, establishing key metrics, and utilizing SQL and PowerBI for robust data manipulation and lineage creation
- I also streamlined the front door triage process and optimized the user usage dashboard, significantly improving operational efficiency and stakeholder decision-making
- Analysis of Dashboard business requirements and documenting acceptance criteria and key metrics with the requirement Owners
- Analysis and documentation of business requirements, acceptance criteria, and key indicators, fostering collaborative refinement and engagement with cross-departmental stakeholders
- Utilized SQL and powerBI to perform data manipulation and aggregative, create data tables linage
- Enhancing the dashboard and supporting the foundation and operations of DMOS
- Supporting and managing the front door triage process and actively participated in the ticketing system, raising and reviewing issues on behalf of divisional stakeholders to ensure prompt and effective problem resolution
- Create and analyses the DMOS user usage dashboard and reporting.
Vacation program
EY
, Australia
01.2023 - 02.2023
- Critically review and analyse financial data, to draw out insights through the development of dashboards in Excel or Power BI
- Support the budget and forecast process for the business by providing insights into key revenue and expense drivers
- Develop and maintain data models and databases for efficient data storage and retrieval
- Perform data cleansing, validation, and data quality checks to ensure data integrity and accuracy
- Perform detailed analysis to share insights, interpret business data, solve business problems, and support decisions
- Prepare presentations in PowerPoint translating data into business information
- Ensure the accuracy and integrity of data is maintained through robust and systematic controls.
Educator
KU Children's Services
, Australia
07.2019 - 11.2022
Marketing Staff
Montessori Academy
, Australia
06.2012 - 05.2017
Education
Master's degree - Data science and innovation
University of Technology Sydney
06.2023
Graduate certificate of data science -
University of Sydney
12.2021
Bachelor's degree - Marketing
Curtin University
Skills
- Machine learning
- Natural language processing
- Deep learning techniques
- Predictive analytics
- Marketing analytics
- Statistics
- Mathematics
- Forecasting
- Reporting
- Data cleansing
- Data visualization
- Data analysis
- Tableau
- Power BI
- Microsoft Office
- Teradata SQL
- Python
- R
- Java
- JSON
- SASS
- Jira
- Agile project management
- Bitbucket
- Stakeholder management
Position title
Data scientist and Data analyst
Timeline
Data scientist-Data science and innovation (Consumer Data office)
Westpac Group
02.2024 - Current
Data scientist-advance & insight team(Marketing)
Westpac Group
08.2023 - 02.2024
Data analyst-data governance (Data platform)
Westpac Group
02.2023 - 08.2023
Vacation program
EY
01.2023 - 02.2023
Educator
KU Children's Services
07.2019 - 11.2022
Marketing Staff
Montessori Academy
06.2012 - 05.2017
Master's degree - Data science and innovation
University of Technology Sydney
Graduate certificate of data science -
University of Sydney
Bachelor's degree - Marketing
Curtin University
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