Let Me Introduce Myself

I'm currently a Data Analyst at MoneyLion, where I work on analytics across key product funnels and partner closely with product and engineering teams to translate data into actionable decisions.

My work focuses on experimentation, data quality, and user behavior analysis with an emphasis on identifying high-impact opportunities and improving how products perform.

Some of the problems I've worked on include:

• Designing and analyzing A/B experiments, influencing rollout decisions (including full rollout to 100% treatment)
• Resolving large-scale data mismatches (~100K users), improving attribution accuracy and downstream decision-making
• Improving product logic and engagement (e.g. Insight Cards ranking and personalization model)
• Mentoring an intern on a personalized ranking model to surface more relevant content to users

I'm particularly interested in problems at the intersection of product, data, and user behavior, and in continuing to grow toward work focused on data science and analytics.

When I'm not coding, I boulder, watch some videos on YouTube, or if the weather's good, go for a jog! 🏃‍♀️

Experience

Data Analyst
MoneyLion Malaysia Sdn. Bhd.
Apr 2024 - Present

• Own product analytics and experimentation across key funnels, driving activation and revenue growth
• Lead end-to-end A/B experimentation, defining success metrics and influencing product rollout decisions, including full rollout (100% treatment), impacting TPV and retention
• Design and implement CM ↔ BV data matching framework, resolving 43% mismatch (~100K users) and improving join precision to near 1:1, enabling more accurate attribution and decision-making
• Develop behavioral engagement signals to improve recommendation ranking and targeting
• Resolve data pipeline and quality issues, improving reliability of experimentation metrics used across product and engineering teams
• Own Insight Cards analytics, influencing product logic and mentoring an intern on a personalized ranking model

Technology Consultant
Ernst and Young (EY) Consulting Sdn. Bhd.
Dec 2022 - Feb 2023

• Developed detailed Functional Design Specifications (FDS) and Business Requirements Specification (BRS) documents, improved client understanding of Power BI dashboard mechanics
• Utilized SQL to craft comprehensive test scripts, automated 80% of testing processes, reduced manual effort and accelerated test cycles by 30% for clients
• Managed User Acceptance Testing (UAT) for timely delivery of 10+ Power BI dashboards, reducing overall project duration by 15%

Data Scientist
Pengurusan Air Selangor Sdn. Bhd.
Nov 2021 - Feb 2022

• Optimized dashboard functionality by coding enhancements and performed regular maintenance, resulting in 25% reduction in system downtime
  
• Upgraded the Consumption Difference Dashboard and developed a new dashboard for the Data Science Unit team using Power BI, Microsoft Azure, and Databricks, reduced Non-Revenue Water (NRW) rate by 0.6%
  
• Analyzed water consumption patterns during COVID-19 for tariff groups and regions
  

Technical Projects

Cost-Sensitive Machine Learning Model for Payment Risk Optimization

• Built LightGBM model to predict repayment success, enabling blocking of high-risk debit card transactions and reducing operational costs
• Addressed severe class imbalance (~3.7% positive rate) using focal loss, improving model performance on minority class predictions
• Optimized decision threshold based on net profit, balancing cost savings from failed transactions vs revenue loss from missed successful collections
• Improved performance (AUC 0.91 vs 0.90) and net profit through better risk ranking and calibration

Breast Cancer Diagnosis Model by Employing Deep Learning

• Led a 3-member team in implementing a comprehensive deep learning model for breast cancer diagnosis
• Attained a testing accuracy of 93% by training VGG19 model with a dataset of 300+ mammography images

Core skills

• Data & Programming: SQL, Python (Pandas, NumPy), PySpark
• Analytics: A/B Testing, Experimentation, Product Analytics, Behavioral Analysis
• Tools: Snowflake, Tableau, Datadog, Amplitude, AppsFlyer, Segment
• Other: AWS (S3), Metaflow, Git

Certifications

• CompTIA Security+ (2024) View
  
• Microsoft Certified: Azure Data Engineer Associate (2023) View
  
• Microsoft Certified: Azure AI Fundamentals (2023) View
  
• Microsoft Certified: Azure Fundamentals (2023) View
  
• Google Data Analytics by Google on Coursera (2023) View
  
• KPMG Data Analytics Consulting Virtual Experience Internship Program on Forage (2022) View

Connect

I'm always open to connecting with others working in product, data, and analytics.

If you'd like to chat or collaborate, feel free to reach out at ashleyooiyl@gmail.com