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Sr. Web Analyst Resume

Battle Creek, MI

SUMMARY:

  • 6+years’ experience in Technical Consultant for Marketing Analytics. Demonstrated Expertise in all phases of the Software Testing Life Cycle (STLC) and Software Development Life Cycle (SDLC) according to agile methodologies.
  • Expertise in providing end to end Web Analytics services from tech specs, implementation, reporting, analysis & business strategy (optimization).
  • Created dashboard and Monitored KPI's as needed.Managing analytical tag migration program from legacy system to new tag management system (DTM). Involvement in using various IDE's, Notepad++ and Visual Studio.
  • Experience in using various jQuery UI controls and corresponding Event handlers etc. Experience with AB/Multi - Variant testing tools (Test & Target, Sitespect).
  • Detail-oriented, data-driven professional with solid digital marketing experience in both agency and client side
  • Responsible for supporting the Adobe Analytics and Dynamic Tag Manager (DTM) knowledge transfer process to client project teams, business analysts and developers.
  • Manage a team of developers and reporting analysts using Project Management tools combined with Adobe Tag Manager (DTM) to continually optimize our Adobe Analytics Platform.
  • Effectively managed small teams and reported weekly project status to upper management detailing current performance against project goals Sound knowledge on creating templates, reusable components and workflows in AEM
  • Play key role in the project management, launch, training, and ongoing maintenance of AEM and Ensighten. Experience working on a variety of project sizes from application implementation to updating existing software functionality interfacing with various levels of management
  • Extensive experience facilitating and defining requirements using the following methodologies Waterfall, Iterative, and Agile. Ability to effectively and professionally interact with people from all levels of management.

TECHNICAL SKILLS:

Analytics Tools: Adobe Analytics, Omniture Site catalyst, Discover, Adobe Ad Hoc, Adobe Digital Marketing Suite, Google Analytics, Web trend, Tealium

Tag Management Tools: Adobe Dynamic Tag Manager, Google Dynamic Tag Manager, DTM, Satellite, Signal, Ensighten,Tealium Tag

Languages: JavaScript, html5, html, xml

Project Methodologies: Agile, Scrum, Waterfall, Rup

Project Management tools: Jira, Stash

Databases: MS access, SQLServer, Sybase, oracle, Hadoop,AWS.

PROFESSIONAL EXPERIENCE:

Confidential, Battle Creek,MI

Sr. Web Analyst

  • Support the analytics needs of business units using tools by Adobe Analytics and Google Analytics to analyze web traffic.
  • Work with power users and IT teams to understand business logic behind each report and identified all end users.Manage Web Analytics reports from Adobe Site Catalyst, Google Analytics, AdWords, and Webmaster Tools.
  • Plan and organize marketing events externally and Supported to strategizing marketing campaigns. Collaborating cross-functionally with key stakeholders to develop compelling digital marketing collateral that drives worldwide sales conversion metrics.
  • Expertise in providing end to end Web Analytics services from tech specs, implementation, reporting, analysis & business strategy (optimization).
  • Created dashboard and Monitored KPI's as needed.Managing analytical tag migration program from legacy system to new tag management system (DTM).
  • Contribute to media planning, target build-out, campaign management, portfolio optimization using Adobe Media Optimizer, Twitter and Facebook Ads
  • Work with web analytics team in the role of Omniture systems analyst for Adobe Omniture Site Catalyst tagging implementations.
  • Handle tag implementation for Adobe Marketing Suite and Google Analytics using Tag Management (Google GTM, Adobe DTM, Enlighten) across web, mobile.Use Adobe Analytics, Omniture Site Catalyst, Report Builder, and Data Warehouse.
  • Creating technical implementation models for Adobe Site Catalyst, meanwhile working with development and Tagging (Adobe DTM) teams on the implementation.
  • Improved segmentation tracking, implemented behavioral retargeting, and curated circulation of email campaigns.Experience using java script functionalities like REACT for single page applications.
  • Responsible for generating customer behavior reporting and project specific reporting using the suite of Adobe Analytics products and Data Work Bench.
  • Manage a team of developers and reporting analysts using Project Management tools combined with Adobe Tag Manager (DTM) to continually optimize our Adobe Analytics Platform.
  • Effectively managed small teams and reported weekly project status to upper management detailing current performance against project goals.
  • Sound knowledge on creating templates, reusable components and workflows in AEM Play key role in the project management, launch, training, and ongoing maintenance of AEM and Ensighten
  • Support project pre and Post launch activities such as running test cases, UAT testing, post production issues handling, and provide hourly reporting on webpage behavior.
  • Develop complex reports using Web reporting Advance features such as multiple queries within a report, query filters, using subqueries, input control, and drill down. Provide reporting support to marketing campaigns teams to track DTV customer’s traffic and effectiveness.

Environment: Oracle, Programming SQL,Adobe Report Builder, Adobe Marketing Cloud - Adobe Analytics Omniture Site Catalyst, Ensighten, AdobeAdhoc (Omniture Discover), Adobe Target (Adobe Test & Target), Dynamic Tag Manager (DTM).

Confidential, San Diego, CA

Web analyst

  • Maintained and enhanced the current reporting.Created Data sources, Tags, Load Rules & Extensions as needed for tracking events in GAP.
  • Worked on troubleshooting any issues found while implementing the basic & advanced tracking requirements and also work with developers to perform any code changes needed.Created and managed tagging scripts using Target Ensighten app to execute multiple A/B testing and multivariate testing (MVT).
  • Worked with business owners to implement digital marketing strategies and tactics. Audit current digital infrastructure, build new channels where appropriate, create work flows and business processes to constantly add to digital footprint and drive both brand awareness and conversions. Build tagging documents for tracking basic and advanced tracking requirements.
  • Build campaign and conversion tags as a part of campaign management.Tag and reporting data validations as each website goes live and tags added.
  • Performed data investigation and integrity check, new user accounts creation and campaigns management helped the development team and QA team understand the GAP &Tealium tags.
  • Worked on planning and implementing Analytic strategies.Identified usability black spots and champion a data driven approach to site optimization and usability.
  • Handled tag implementation for Adobe Marketing Suite and Google Analytics using Tag Management (Google GTM, Adobe DTM, Enlighten) across web, mobile.
  • Presented an enhanced version of Google Tag Manager Analytics mobile and Adobe SDKs in iOS and Android mobile apps to automatically capture analytics data.
  • Trained the business users on how to use the new Analytic tools and interpret the reports.
  • Provide solutions to other ad-hoc requests from partners and stakeholder groups, administration and support of the GAP &Tealium tool.Production Development, Marketing and Business Analyst, and Adobe Marketing Cloud.
  • Develop and maintain reports, dashboards, and scorecards for mobile unit using Omniture Site Catalyst and Google Analytics Reporting Tools.
  • Solid understanding in Excel, DoubleClick, Tableau, Google Analytics Premium, Oracle. Generated standards for newly published web content to ensure Search Engine Optimization.

Environment: Google Analytics Premium,web Trends on Demand 8.7, web Trends On-demand 9, web Trends Analytics10, Web Trends on Premise,Tableau, Google Webmaster Tool, Ensighten Visual Tagger, Ensighten Manage (Tag Management Solutions), Bing, Yandex,Tealium,Dynatrace,Excel, Word, PDF, Power point and Access,JIRA,SQL, HTML, XML, Basic Java Scripting.

Confidential

Web analyst

  • Performed analysis of site performance including traffic patterns, navigation and conversion paths, marketing campaigns and site enhancements.
  • Created Discover reports which determine the behavioral metrics of the customer with the search platform using Web Trends.
  • Lead the ongoing measurement and analysis of key drivers of site conversion including content and new functionalities, merchandising and marketing, and navigational effectiveness.
  • Proactively monitored the integrity and accuracy of data coming out of Adobe Analytics and work with product and technical teams to resolve any issues.
  • Responsible for Omniture & Discover report model's creation and involved in DWH marketing subject area models.
  • Used SQL, Python, HTML/CSS/JS, and regular expressions to scan query logs and identify strongly correlated tables and values
  • Utilizing capabilities of Tableau such as Data extracts, Data blending, Forecasting, Dashboard actions and Table calculations. Provided site analytics (funnel analysis, AB testing, website traffic patterns) to optimize website design.
  • Implementing user testing including but not limited to A-B testing and UX changes. Analyzed voice of customer data using tools such as foresee and imperceptions.
  • Collaborated with stakeholders to develop the business plan and revenue structures, marketing and social media plans, and product launch plan and strategy. Analyzed and reported on campaign performance ROI and delivered presentations to clients.

Environment: Adobe Report Builder, Adobe Marketing Cloud - Adobe AnalyticsOmniture Site Catalyst), Adobe Adhoc (Omniture Discover), Adobe Target (Adobe Test & Target), EnsightenManage 1.0, Ensighten Visual Tagger, Ensighten Data LayerFirebug, HP Quality Center, HTML JavaScript, Microsoft Excel, Microsoft Word, PowerPoint, Mac OS.

Confidential

Analytics Consultant

  • Worked on multiple web Analytics projects involving end-to-end Adobe Analytics development, support, and testing and data analysis.Advised key stakeholders and drive success based on most important business drivers.
  • Analyzed the KPI of multichannel marketing promotions and provide fine-tuned customized marketing campaign at channel level.Managed business expectations appropriately and keep projects on schedule and within scope.
  • Worked on Multichannel adobe Analytics implementation (across web & mobile) and analysis to increase customer retention and improve consistent shopping experience across the different channels.Developed and maintained Adobe Omniture Site Catalyst implementation processes and guidelines documentation.
  • Highly capable in using Ensighten for building Rules which are injected into web pages for tagging.Exceptional organizational, presentation, and communication skills - both verbal and written.Managed analytical tag migration program from legacy system to new tag management system (DTM).
  • Worked on Adobe Target implementation and performing A/B testing campaigns to increase conversion rates and maximize user experience.Worked with LOB to develop an effective set of dashboards, reports, KPIs and metrics.
  • Created Microsoft Excel dashboards and reports on daily weekly basis analyzing key performance indicators using Adobe Report Builder.
  • Translating Business Requirements into a Solution Design Document used for implementation support, guidance and documentation of processes.Handled tickets from customers on regular basis apart from developing websites.

Environment: Adobe Report Builder, Adobe Marketing Cloud - Adobe AnalyticsOmniture Site Catalyst), Adobe Adhoc (Omniture Discover), Adobe Target (Adobe Test & Target), EnsightenManage 1.0, Ensighten Visual Tagger, Ensighten Data LayerFirebug, HP Quality Center, HTML JavaScript, Microsoft Excel, Microsoft Word, PowerPoint, Mac OS.

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