Yuchan Zhang

Focused on strategic decision-making through data analysis and market insights, with a strong foundation in market research, competitive analysis, and trend forecasting. Proficient in utilizing R, SQL, and Tableau for processing and interpreting complex datasets, extracting vital business information. Experienced in leading market analysis projects that significantly influence market positioning and product strategy. Demonstrates excellent skills in integrating data insights with business objectives, crafting innovative market strategies and improvements. Known for effective teamwork and coordination across departments, ensuring successful strategy implementation.

Project 1 : Optus Market Analysis (2023-01 ~ 2023-06)

Project Description: Led the analysis of Optus's data over recent years, identifying the main causes of customer churn. Assisted the company in resolving management issues and predicted next-phase data to improve customer retention rates.

• Data Collection and Cleansing: Successfully collected and cleansed a large volume of market research data, including consumer behavior, preferences, and purchasing habits. Utilized R for efficient data processing, eliminating over 30% of invalid data, ensuring the dataset's quality and consistency.
• Market Segmentation Analysis: Applied algorithms such as K-means and hierarchical clustering in R for detailed consumer data segmentation. Successfully divided the market into 5 main target groups, providing clear directions for market strategy through highly visualized clustering results.
• Target Market Positioning: Employed Multidimensional Scaling (MDS) and Factor Analysis to effectively map market segmentation, clearly showing differences between groups. This analysis helped the company accurately target markets, supporting the formulation of marketing strategies, with an anticipated 20% increase in customer retention.
• Market Trend Analysis: Utilized time series analysis and data visualization tools to deeply explore market trends. This analysis provided key information for predicting future market directions, helping the company seize market opportunities and respond to threats.
• Results Reporting and Presentation: Created clear and engaging charts and graphics using data visualization libraries like ggplot2 and plotly. Wrote and presented a comprehensive market analysis report. The accurate analytical methods, profound interpretation of results, and practical suggestions provided significant input for executive decision-making, receiving high acclaim.

Project 2: KFC Application Connecting Plan (2022-02 ~ 2022-05)

Project Description: In a three-month project, responsible for user research aimed at increasing customer retention rates and attracting more potential users through new strategies.

• Requirements Gathering and Analysis: Conducted in-depth interviews and surveys, successfully collecting and analyzing feedback from over 1,000 users. These insights provided key information for product improvements, significantly enhancing user experience.
• User Behavior Study: Observed and analyzed actual user patterns, identifying key user behavior patterns and preferences. This research helped uncover major user pain points, providing clear direction for product optimization.
• User Persona Creation: Developed detailed user personas, segmenting user groups. This helped the team understand the needs and expectations of different user segments more accurately.
• User Journey Analysis: Tracked and analyzed the complete user interaction journey, revealing three key optimization points that had a positive impact on enhancing user satisfaction and loyalty.
• Data Analysis and Interpretation: Analyzed key metrics such as user engagement rates and conversion rates, providing quantitative data support. The analysis showed a 20% increase in user engagement and a 15% growth in conversion rates.
• User Feedback Management: Managed and analyzed a large volume of user feedback, including surveys and user testing results. This feedback guided multiple product improvements, helping reduce user churn by 30%.

Project 3: Aesop Strategic Plan (2022-05 ~ 2022-09)

Project Description: Primarily responsible for analyzing Aesop's current marketing strategies and integrating sustainability concepts to define market objectives and develop a six-month strategic plan. This plan aimed to enhance Aesop's market competitiveness while strengthening its image as a responsible and sustainable brand.

• Market and Sustainability Analysis: Conducted a comprehensive market environment analysis using the CDSTEP tool, with a special focus on assessing social and environmental factors related to sustainability. Identified Aesop's potential and challenges in sustainability, such as the use of eco-friendly packaging and organic ingredients.
• Internal SWOT Analysis: Employed the SWOT analysis method to explore Aesop's strengths (like the use of eco-friendly materials) and weaknesses (such as sustainability issues in the supply chain). This helped the company better understand its current state and potential in sustainable development.
• Strategic Plan Development: Developed a targeted six-month strategic plan combining market analysis and sustainability considerations. The plan focused on enhancing the sustainable product line, optimizing resource efficiency, and improving environmental standards in the supply chain.
• Sustainability Development Recommendations: Presented a series of implementation recommendations, emphasizing strengthening the brand image by enhancing the environmental friendliness of products and processes, and attracting new customer groups interested in sustainability through innovative marketing strategies.

• Licensed SAS Business Analytics - 30 May 2021
• Licensed Google Analytics Individual Qualification - 22 April 2022