Xiangxi (Sarah) Chen
Analytics leader, AI builder, and storyteller for media
Projects
These projects show the range of how I work: analytics systems, AI-enabled tools, predictive models, and side concepts where product narrative matters just as much as execution.
Analytics Leadership
I build measurement systems that help teams move from noisy performance data to confident budget, optimization, and growth decisions.
Built 10+ Power BI dashboards spanning CPA, ROAS, retention, and real-time performance visibility for leadership and client teams.
Led incrementality testing, attribution, and measurement frameworks that improved data refresh speed by 75% and sharpened decision quality.
AI Product
An always-on AI support agent created inside WPP Media to centralize platform knowledge, reduce friction, and make expertise easier to act on.
Reduced research and troubleshooting time by 85% and won the 2025 WPP Hackathon Grand Prize.
Started with a messy internal knowledge problem, broke it into reusable workflows, and turned it into a scalable product experience.
Optimization Model
Built a predictive model to estimate line-item delivery capacity and reduce the likelihood of under-delivery in media campaigns.
Created for the 2026 Global Hackathon, where it became a Top Finalist and ranked US Top 1.
Test results outperformed the existing algorithm, showing stronger predictive power for media optimization decisions before delivery risk becomes expensive.
Side Project
A sleek, internet-native resale concept for absurd impulse buys, shaped through product storytelling, brand world-building, and premium interaction design.
A side project that shows how I think beyond analysis alone: define the user tension, sharpen the narrative, and build a system people instantly understand.
Reflects the same instinct I bring to analytics work: structure ambiguity, make the value obvious, and create clarity fast.