Nan Zhang
Verified Expert in Marketing
Marketing Expert
Cary, NC, United States
Toptal member since January 20, 2025
Nan is a senior insights manager with a PhD in marketing and extensive experience in survey research using Qualtrics and SurveyMonkey, along with statistical analysis and data storytelling. Nan has a proven ability to visualize data using Power BI and Tableau and is a seasoned expert in quantitative and qualitative market research methods. Her expertise enables her to turn complex data into actionable insights that drive strategic decision-making.
Project Highlights
Expertise
- Artificial Intelligence (AI)
- Data Analytics
- Google Analytics 360
- Marketing Research & Analysis
- Microsoft Power BI
- Qualtrics
- Statistical Analysis
- Tableau
Work Experience
Senior Insights Manager
Instinct SCIENCE
- Designed, launched, and analyzed 100+ customer experience surveys and interview projects semi-annually, presenting actionable insights to drive strategic improvements.
- Tracked customer metrics such as net promoter score (NPS) and customer satisfaction (CSAT) using SurveyMonkey and Qualtrics, collecting feedback from over 50,000 clients.
- Developed customer insights by partnering with cross-functional teams, including data engineers, to extract and analyze data from Mixpanel and Google Analytics 4 and conducted statistical analysis using SPSS.
Customer Research Manager
PEDAGO
- Designed and implemented an interactive Tableau dashboard that integrated data from CRM systems, surveys, and operational datasets.
- Set up Google Tag Manager to track website traffic sources and monitor customer retention using Google Analytics.
- Managed all phases of survey projects, from design to insight delivery, using SurveyMonkey, and analyzed data with SPSS, applying techniques such as ANOVA, MANOVA, factor analysis, and SEM modeling.
- Defined and tracked KPIs tailored to functional teams, including sales conversion rates, customer satisfaction scores, and campaign performance metrics.
Data Insights Manager
SurveyMonkey
- Spearheaded qualitative customer segmentation and brand preference studies to uncover key insights and drive strategic decisions.
- Performed ANOVA, regression, cluster analysis, structural equation modeling, and multivariate analysis on collected data to extract actionable insights.
- Conducted consumer use habits research for clients such as Schneider Electric and The Farmer's Dog, created Tableau dashboards using data from over 200,000 respondents, and identified and tracked KPIs for clients' customer performance.
Assistant Professor
North Carolina Central University
- Conducted in-depth research on consumer behavior and marketing strategy, utilizing SPSS to provide customer insights for both U.S. and international organizations.
- Designed and executed surveys to explore the relationship between consumer psychological traits and social media behavior.
- Performed a consumer needs survey for Duke Energy, using regression analysis and MANOVA to inform strategic decisions, which led to the development of forecasting models that improved client satisfaction by 20%.
Project History
App Content Preference Study
Spearheaded, designed, conducted, and reported a customer preference survey study.
Focus Group Study
Headed the design and insight analysis for feature updates in a leading healthcare app.
Media Sources and Purchase Funnel
Defined major media sources and analyzed the purchase funnel for a leading healthcare app.
Education
PhD in Marketing
Southern Illinois University Carbondale - Carbondale, IL, USA
Master of Business Administration (MBA) in Marketing
Huazhong University of Science and Technology - Wuhan, China
Bachelor's Degree in Business Administration
Huazhong University of Science and Technology - Wuhan, China
Certifications
Data Science
Cornell University
Social Media Marketing
Stanford University
Skills
Core
Marketing Strategy, Social Media, Market Research & Analysis, Social Media Analytics, Customer Segmentation, Marketing Analytics, Generative Artificial Intelligence (GenAI), Marketing Research & Analysis
Platforms & Tools
Google Analytics 360, Mixpanel, Google Analytics, Google Analytics 4
Business Models
Business to Business (B2B), Software as a Service (SaaS)
Technical
SQL
Other
Statistical Analysis, Market Research, Qualtrics, SurveyMonkey, Microsoft Power BI, SPSS, Artificial Intelligence (AI), Quantitative Research, Qualitative Analysis, Data Analytics, Tableau, Customer Research, Research, Data Science, Customer Journeys, Regression, Voice of the Customer (VoC), Data Analysis, Data Analytics (Marketing), Data Analysis Consultant, Buyer Personas, Cohort Analysis, Customer Data Platform (CDP), Direct to Consumer (D2C), Survey Design, Data Visualization, Consumer Insights, Marketing and Statistics Education
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