Daniel Chang's Portfolio

Education

Univeristy of California, Santa Barbara: B.A. in History, 2021

Relevant Courseworks: Statistics, Linear Algebra, Vector Calculus, R, C++

AMA Marketing Association, History Club

Southern Methodist University: M.S. in Data Science, 2024

Experience

Data Science Intern(May 2023 – Aug 2023)
AT&T

• Developed & fine-tuned an advanced NLP/ML predictive model for multi-labeled classifications, leveraging tools and libraries such as Databricks, Azure, Scikit-Learn, and Transformers, which was launched into production at AT&T, resulting in a high accuracy of 91%, enhanced metadata, and improved overall search experience.
• Collaborated closely with 10+ software engineers, data analysts, & data scientists to formulate and implement effective solutions to achieve the most accurate and optimal models, fostering collaborative efforts toward achieving superior results.
• Scraped (with Requests library) & pre-processed large text datasets from internal AT&T webpages to perform Exploratory Data Analysis (EDA) and gain valuable insights to extract meaningful insights that informed strategic decisions.
• Presented complex NLP concepts and statistical terminologies to non-technical stakeholders at weekly meetings, facilitating their understanding of the potential impact of NLP on business processes.

Stiddle(May 2021-Present)
Marketing Consultant

• Increased web traffic to blog articles and boosted SEO rankings by gathering and analyzing data in Jupyter Notebook to create visualizations, provide insights to executive team and make data-driven decisions for marketing strategies.
• Write and edit 5+ pillar pages and various forms of SEO-optimized web content via WordPress such as long-form articles, blogs, etc. to improve organic traffic and boost rankings via internal links, SEO-friendly headlines, and high quality content.
• Collaborate with the executive team to make decisions on social media ad campaigns’ & web contents’ best practices by creating NLP pipeline to analyze data and identify popular topics, increasing web traffic by 20% in one month.
• Extract and analyze data with BeautifulSoup & pandas package in Python to identify new marketplaces to advertise product.
• Increase engagements and conversion metrics -10% and 5% respectively- by running Facebook Ad campaigns and analyzing data scraped from websites with Python & gathered from previous campaigns to provide recommendations.

Social Media Marketing Intern(Jan 2021-Aug 2021)
UCSB Baseball Team

• Wrote social media captions and optimized hashtags on Instagram(IG) and Twitter, increasing organic followers by 10%.
• Strategized new social media and promotional campaigns with 3 co-workers to raise brand awareness and increase social media presence and engagement, organizing ideas in Excel and creating graphic designs in Photoshop.
• Increased engagement by 20% and expanded brand’s voice into target audience (age 15-22) on Instagram and Twitter by incorporating 3D graphics and animations into video productions and social media posts, using Adobe After Effect.
• Extract and analyze data from websites to identify athletics and baseball trends, create reports and monitor competitors’ social media and web content by using Python packages such as matplotlib, seaborn, beautifulSoup, pandas, etc .

Marketing Intern(Jan 2021-Aug 2021)
Little Medical School of the Treasure Coast

• Conducted SEO research and competitive analysis for franchise’s website by using SEO tools such as Ahrefs, Moz, etc.
• Contributed to the increased key performance metrics on social media (IG, TikTok and Pinterest) by leveraging data-driven research to identify breakthrough opportunities, increasing overall brand’s visibility (views) by 50% and followers by 10%.
• Optimized meta-descriptions, tags, and key phrases for 3 franchises on Wordpress to drive up organic traffic and rankings.
• Designed graphics with Adobe Photoshop and provided copy for email and social media marketing campaigns.
• Collaborated with a team of 10+ to develop and deliver marketing strategies, targeting mothers and children.

Leadership & Projects

Natural Disaster Pipeline(Personal Project with Udacity)

• Developed an NLP/ML pipeline and constructed a multi-labeled Random Forest model to classify messages, achieving 88% accuracy with tools such as NLTK, Sckit-Learn, SQLAlchemy, etc.
• Leveraged a dataset from Figure Eight to train and test the classification model, enabling the accurate routing of messages to appropriate disaster relief agencies.
• Engineered an interactive web application using Flask, Plotly, and Python scripts, allowing users to input messages and receive instant classification results.

• Conducted comprehensive EDA to understand and preprocess the data, enabling accurate analysis comprehensively and uncovering underlying data characteristics while extracting meaningful insights.
• Constructed various ML models to address the research question and predict offer completion, employing algorithms tailored to the dataset's characteristics and demonstrating the models’ predictive capabilities through insightful charts.
• Utilized a range of evaluation metrics to assess model performance and select the most accurate one (90% accuracy).

• Conducted market research to develop strategy for spreading awareness of PODS among Gen. Z and Millennials.
• Collaborated with 5+ teammates weekly to design 2 research surveys and media mix with mock budget of $1 million.
• Provided recommendations to educate and engage HR pros about PODS service and to increase brand awareness.

• Conducted keyword research and analyzed data to compile and present performance report in Excel to improve SEO.
• Collaborated with 2 teammates to participate in the website’s meta-data,-description and -tags cleanup to increase traffic.
• Provided competitive solutions and evaluations of competitors to improve brand’s ranking, using tools such as SpyFu, Moz.

• Developed social media strategies with other team leaders to increase IG followers by 10% and engagement by >15%.
• Monitored various social media and marketing metrics to develop and implement marketing strategies to spread awareness.