Weiling Zhu is a highly skilled Digital Marketing Analytics Manager at LinkedIn, where she leverages her extensive academic background and technical expertise to drive data-driven marketing strategies. With an impressive portfolio that includes 2.5 master's degrees—comprising a Graduate Certificate in Business Intelligence with a focus...
Weiling Zhu is a highly skilled Digital Marketing Analytics Manager at LinkedIn, where she leverages her extensive academic background and technical expertise to drive data-driven marketing strategies. With an impressive portfolio that includes 2.5 master's degrees—comprising a Graduate Certificate in Business Intelligence with a focus on Advanced Computation, an MBA, and an MA in Marketing—Weiling possesses a unique blend of analytical prowess and marketing acumen.
In her current role, Weiling has spearheaded pivotal projects that have significantly enhanced LinkedIn's marketing performance. Notably, she led a Geo Experiment BSTS Causal Inference project across the India and US markets, utilizing advanced methodologies such as hold-out and Go-Dark tests. This initiative not only optimized Return on Advertising Spend (ROAS) but also set a new benchmark for advertising efficiency across multiple campaigns. Her ability to conduct comprehensive deep-dive analyses has been instrumental in supporting forecasting and planning efforts, ensuring that marketing strategies are both effective and aligned with business objectives.
Weiling's expertise in machine learning and deep learning algorithms, including XGBoost, CNN, and LSTM, empowers her to extract actionable insights from complex datasets. Her proficiency in tools such as Python, Keras, SPSS, and SAS further enhances her capability to analyze data and implement integrated marketing solutions. With a strong foundation in data analysis and a keen understanding of the automotive sector, Weiling Zhu is not only a valuable asset to LinkedIn but also a thought leader in the realm of digital marketing analytics. Her innovative approach and commitment to leveraging data for strategic decision-making continue to drive impactful results in the ever-evolving landscape of digital marketing.
