Lin Shao

Business Intelligence • Marketing Strategy • Data Storytelling

Lin’s Featured Projects

Skills Employed: Data manipulation (R), Data Visualization (Tableau), Marketing Strategies

Other Projects

Skills Employed: Data cleaning, Feature Engineering, Statistical Modeling, Machine Learning (R)

Skills Employed: Statistical Modeling (R), Marketing Strategies

Skills Employed: SQL (SSMS) query building, Power BI (data modeling, PQE, reporting)

Skills Employed: Data Visualization (Tableau), Data Manipulation & Statistical Testing (Python)

University of Florida

  • B.A in Economics (Cum Laude)

  • B.S. in Sport Management (Summa Cum Laude w/ honors thesis)

  • Minor in Business Administration

Northwestern University

  • M.Sc., Integrated Marketing Communications (STEM)

  • Specialization: brand strategy + data analytics

About Lin

Bridging the gap between analytical teams and business decision-makers by translating multifaceted data into actionable insights.

Skilled in both qualitative & quantitative research, statistical modeling & ML methods, and data reporting, with a strong ability to influence cross-functional stakeholders to guide strategic action.

Lin’s Education Background

Lin’s Technical Skills

Statistical Modeling

  • R: dplyr, ggplot, tidyr, stats;

  • SQL: CTE, windowing, aggregations, subqueries, triggers;

  • Excel: text functions, logical functions, lookups, error handling;

  • Python: pandas, numpy, matplotlib

Data Processing

  • Slidecraft: Canva, PowerPoint, Google Slides;

  • Survey Administration: Qualtrics, Google Forms;

  • Market Research: Mintel, MRISimmons, Claritas, PRIZM, BrandWatch, Vivvx;

  • Qualitative Research: In-depth-interview, Focus Group;

  • Web Analytics: Google Analytics

Micellaneous

  • Regression: MLR, Lasso/Ridge, Stepwise;

  • Classification: Random Forest, Logistic Regression, GBM;

  • Survey modeling: PCA, Multinomial regression, Conjoint analysis, Structural Equation Modeling, common A/B tests

  • Other: PCA, Topic Modeling, Clustering, Survival Analysis

Data Visualization

  • Power BI & Tableau:

    • Data transformation: PQE, modeling relationships, creating measures & calculated fields, aggregating tables;

    • Reporting: custom visuals, bookmarks & buttons, conditional formatting;

    • Security Admin: RLS, data gateways & source certification

Lin’s Certifications

  • Microsoft Certified: Power BI Data Analyst

    In passing the proctored Microsoft PL-300 exam, this certification validates proficiency in:

    Data Preparation: Connecting to various data sources, transforming data using Power Query, and resolving data quality issues.

    Data Modeling: Designing and developing data models, defining relationships, and implementing calculations with Data Analysis Expressions (DAX).

    Data Visualization and Analysis: Creating interactive reports and dashboards, applying advanced analytical techniques, and enhancing report usability.

    Deployment and Maintenance: Managing workspaces, configuring security measures, and deploying Power BI assets effectively.

  • SQL Associate

    This certification assesses competence in:

    Data Management: Extracting, joining, and aggregating data from multiple tables, and performing data cleaning tasks to prepare data for analysis.

    Exploratory Analysis: Calculating metrics to report data characteristics and relationships between features using PostgreSQL.

    Database Design Concepts: Interpreting database schemas, understanding normalization, and explaining data storage options.

    Data Quality Assessment: Identifying and addressing data quality issues, performing validation tasks, and ensuring data integrity.