Shu-Yao Chien

OBJECTIVE

Product leader in charge of developing new business market, defining winning product strategy, facilitating and productionizing innovative technology, leading and managing cross-functional teams to deliver high quality product at web speed.

Areas of experience and interests include data-driven analysis of online customer behavior, end-to-end solution for online customer targeting and segmentation, personalized online content optimization, online targeted advertisement, internet search and search marketing.

Other search keywords: internet web marketing, customer relationship management, user interface, data mining, data driven solution

PROFESSIONAL EXPERIENCE

• Working with Marketing and Sales team on analyzing market problems and collecting marketing requirements
• Define product requirements / writing PRD
• Build product roadmap / lead product feature prioritization
• Drive / manage product development progress
• Manage product backlog
• Launch product
• Support marketing/sales teams on preparing sales collateral material
• Customer education
• Customer support
• Technical sales
• ROI analysis
• Monitor and analyze product profitability mesures cross product life cycle
• Deprecate legacy product lines

Product Objectives & Market Value Positioning:

• Optimize Yahoo Front Page revenue via targeted recommendation of Yahoo content
• Acquire new users into Yahoo Network
• Promote level of Yahoo content/service adoption for existing users
• Success metrics: (1) lift in click through rate (CTR) of recommendations, (2) increase in revenue, and (3) increase in content/service adoption rate

Project Responsibility Highlight:

Marketing and Product Management:

• Work with Network Marketing team to translate marketing requirements into product requirements
• Propose network revenue optimization marketing strategies
• Define product strategy, value positions and requirements
• Customer management

Program Management:

• Lead a team of one product manager, one architect and three engineers to work with cross-functional teams
• Implement and execute Agile/Scrum project management methodology
• Manage project progress, timelines, product launch and customer services

Technical Leadership:

• Architect and build targeting models and personalization engine utilizing data mining algorithms, including Nave Bayesian Classifier, decision tree, SVM, regression algorithm, affinity score, etc.
• Define success metrics and analyze targeting result

Team Building:

• Successfully recruited top data mining & engineering talents to work for this project

Key Accomplishments:

• Lift CTR of Yahoo property recommendations by more than 150%
• Serve personalized headline to more than 175 million Yahoo users.
• Increase Yahoo! annual revenue by 5.5 M
• Manage a program of launching the targeting model on multiple Yahoo front-door web sties
• File three patents on innovating targeting principles and platform.
  • "An User-Interactive Targeting Strategy", with Yahoo, 2007.
  • "A Real-time, User-centric Targeting Platform", with Yahoo, 2006.
  • "An Engagement-Oriented Targeting Principle", with Yahoo, 2006.

Product: Cross-Network Boundary Targeting

Product Objectives and Market Value Positioning:

• Bring Yahoo customers from outside of Yahoo back into Yahoo network via serving targeted, personalized content
• Success metric: rate of customers returning to Yahoo network from external

Project Responsibility Highlight:

• Product management
• Program management
• Technical leadership and team management

Key Accomplishments:

• Successfully increased the rate of customer returning from external by more than 200%

Product: Open Content (RSS) Recommendation

Product Objectives and Market Value Positioning:

• Engage new users and promote engagement level of existing users for My Yahoo via serving them personalized open content recommendation

Project Responsibility Highlight:

• Product management
• Program Management
• Architect and lead engineering team through implementation of recommendation models and recommendation serving engine
• Work with User Experience Design team on designing actionable user study program

Project Description:

• Design and build a system for automatic web robots detection.

Business Value Position:

• Block web robots in order to prevent business fraud and reduce resource waste
• Filter out web robots behavioral data in order to optimize the quality of customer analysis data

Project Responsibilities Highlight:

• System design and implementation

Key Accomplishments:

• Reduce business fraud and resource wasting caused by web robots

Project Description:

• Design and implement new features for Teradata

Business Value Position:

• Enhance Teradata system performance to provide better customer value
• Implement new features upon market need and competition

Project Leadership and Management Responsibilities Highlight:

• Led a team of four engineers to develop an urgent yet successful XML solution in response to compelling customer requests and strong market competition
• Led a summer intern to develop a code quality analyzing tool which reduces code maintenance cost by 25% for Teradata Optimizer group.
• Organized a one-year research sponsorship between Teradata and UCLA Computer Science Department

Key Accomplishments:

• Enhanced performance of various database benchmark queries by a range from 50% to 80%
• Solved urgent customer problems and increase customers' satisfaction
• Filed 5 patents

PATENTS

• "An User-Interactive Targeting Strategy", with Yahoo, 2007.
• "A Real-time, User-centric Targeting Platform", with Yahoo, 2006.
• "An Engagement-Oriented Targeting Principle", with Yahoo, 2006.
• "A Scalable Algorithm for Publishing Relational Data as XML Documents", with NCR, 2004.
• "A Scalable CLOB-based De-correlating Algorithm for Publishing Relational Data as XML Documents", with NCR, 2003.
• "A Scalable Parallel Algorithm for Shredding XML Documents into Relational Tables.", with NCR, 2003.
• "Storing XML Document Structure into Relational Database", with NCR, 2002.
• "A Parallel Algorithm for Evaluating XML Queries on Shredded XML Documents", with NCR, 2002.

PUBLICATIONS

• "Supporting Complex Queries on Multi-version XML Documents"
  Shu-Yao Chien, Vassilis J. Tsotras, Carlo Zaniolo, Donghui Zhang.
  Accepted by ACM Transactions on Internet Technology, 2004.

• "Efficient Schemes for Managing Multi-version XML Documents"
  Shu-Yao Chien, Vassilis J. Tsotras, Carlo Zaniolo.
  VLDB Journal, Special Issue on XML Data Management.

• "Efficient Structural Joins on Indexed XML Documents"
  Shu-Yao Chien, Zografoula Vagena, Donghui Zhang, Vassilis J. Tsotras, Carlo Zaniolo.
  VLDB 2002, Hong Kong.

• "Efficient Complex Query Support for Multi-version XML Documents",
  Shu-Yao Chien, Vassilis J. Tsotras, Carlo Zaniolo, Donghui Zhang.
  The 8th Conference on Extending Database Technology (EDBT), Prague, Czech Republic, 2002.

• "Storing and Querying Multi-version XML Documents using Durable Node Numbers",
  Shu-Yao Chien, Vassilis J. Tsotras, Carlo Zaniolo, Donghui Zhang.
  The 2nd International Conf. on Web Information Systems Engineering (WISE), Kyoto, Japan, Dec. 2001.

• "XML Document Versioning",
  Shu-Yao Chien, Vassilis J. Tsotras, Carlo Zaniolo.
  SIGMOD Records, Volume 30 Number 3, September 2001.

• "Efficient Management of Multi-version Documents by Object Referencing",
  Shu-Yao Chien, Vassilis J. Tsotras, Carlo Zaniolo.
  VLDB 2001. Rome, Italy, 2001.

• "Copy-Based versus Edit-Based Version Management Schemes for Structured Documents",
  Shu-Yao Chien, Vassilis J. Tsotras, Carlo Zaniolo.
  RIDE-DM'2001. Heidelberg, Germany, 2001.

• "A Comparative Study of Version Management Schemes for XML Documents",
  Shu-Yao Chien, Vassilis J. Tsotras, Carlo Zaniolo.
  TimeCenter Technical Report TR-51, Sep 2000.

• "Version Management of XML Documents",
  Shu-Yao Chien, Vassilis J. Tsotras, Carlo Zaniolo.
  Springer Lecture Notes in Computer Science. WebDB 2000.
  Dallas, TX, USA, May 2000.

• "Version Management of XML Documents",
  Shu-Yao Chien, Vassilis J. Tsotras, Carlo Zaniolo.
  WebDB 2000 Dallas, TX, 2000.

• "Fast Spatio-Temporal Data Mining of Large Geophysical Datasets" , The First International Conference on Knowledge Discovery and Data Mining, 1995.

• "Exploratory Data Mining and Analysis Using CONQUEST", IEEE Pac Rim, 1995.

PROFESSIONAL MEMBERS