Ruiyao has 10 years of marketing analytics experience from working in different fields including pharmaceutical consultancy, management consulting, and most recently at Facebook marketing science. Ruiyao is passionate about applying her data science expertise and extensive knowledge in marketing analytics to help all types of businesses grow using strategies grounded in data and science. Her recent focus is helping direct-response focused businesses navigate the impacts of the evolving advertising ecosystem and develop privacy-conscious measurement strategies using MMM, MTA and incrementality studies to measure the true value of their marketing strategies.