OBJECTIVE:

Continue a successful track record in implementations, web analytic strategy,, data analysis and site optimization using Adobe Site Catalyst, Adobe Analytics, Google Analytics, Adobe Target, and Optimizely. My 15+ years of experience has led to optimized business decisions increasing revenue, reducing cost, improving customer loyalty/satisfaction and improved online user experience.

SUMMARY:

• Implement analytics tagging through Tag Management Systems (TMS): Ensighten, Adobe DTM and Google Tag Manager.
• JavaScript coding within Tag Management System for analytics tagging in accordance to stakeholder requirements.
• Web/Mobile QA of analytic tagging using the debugging tools: Charles, Adobe Debugger, Observer Point, Browser Tools.
• 10+ years implementing eVars, Props and Events in accordance to stakeholder requirements.
• Implementing s.tl and s. Confidential function calls for link, button clicks and page loads.
• Experience with data layer framework of JavaScript objects used by Ensighten and DTM to populate reports in Adobe.
• Working knowledge of Mboxes, Dom Manipulation, HTML and Digital Assets in to Adobe Target.
• Measurement of online data and customer behavior focused on answering business questions. eCommerce data strategist in digital, direct, multi and cross channel marketing.
• Gather business requirements targeting value generated data points which allow creation of KPI’s.
• Translation of business requirements into Solution Design Requirements SDR.
• Develop web analytic programs for stakeholders using Adobe Analytics and Google Analytics.
• 500+ reports created for clients “telling the story behind the numbers” optimizing business decisions.
• Experienced in creating ranked and trending reports in Adobe Analytics, Google Analytics and WebTrends.
• Experienced in creating versatile reports using segments, calculated metrics, dashboarding and built in capabilities.
• Project Manager of 200+ A/B and multivariate test increasing revenue while improving user experience.

WORK EXPERIENCE:

Sr. Web Analyst

Confidential, Atlanta, Georgia

Responsibilities:

• Creating measurement strategy and gathering requirements from 30+ stakeholders for specific areas within att.com.
• Gather insights/analysis “telling a successful data story” from current and past projects that include:
• Pathing to conversion funnel which created an A/B test that improved traffic to winning page by 15%.
• Source Code tracking to landing pages revealed over payment online advertising saving 15k.
• Accessory sales fallout flow revealed 10% of customers falling out of step 3 in process due confusing content.
• Dashboarding for many reports increased internal Adobe Analytics participation by 25% due to reporting being in one place for analysis by stakeholders.
• Global login by device type revealed the 45% of end user use a mobile device 2 years or older which helped developers understand how to build future apps and mobile web pages to most popular screen sizes.
• List page filter report revealed that 20% of filters were not used Confidential all, which started a multi - variant testing campaign trying different filter content.
• Consult with business owners and developers creating tagging strategy using 100+ props, evars and events.
• QA Adobe DTM (TMS) using beacon calls, SDR, Charles, Adobe Debugger, Observe Point and Adobe GUI interfaces.
• Answer 20+ ad-hoc reporting and implementation questions from business stakeholder on weekly basis.
• Develop Adobe reporting focusing on acquisition, behavior and outcomes of online and cross-channel customers.

Sr. Web Analyst /Project Manager

Confidential, Atlanta, Georgia

Responsibilities:

• Leveraging Adobe Analytics helping key business stakeholders measure online data and customer behavior (web/mobile, mobile apps, and tablet).
• Managed the transition of adobe legacy code from web pages to TMS platform (Ensighten).
• The implementation reduced IT resources by 75% across several Citi web properties.
• The re-engineered Adobe implementation across the Citi properties achieved the following with my supervision
• Utilize Omniture as the central data repository for all reporting needs (whether it be offline or 3rd party site).
• Successfully created a tagging process for tagging all assets on WWE web properties which saved the company over $35k saved in man hours manually tagging the assets as well as increased insight into content/marketing performance.
• Using Adobe Ad-Hoc Tool, Workspace Analysis and Omniture SiteCatalyst lowered CPO from $40 to $6.00 in 5 months through paid search and limited banner/display ads.
• Helped e-mail marketing achieve a 40% lift in their overall numbers, year over year, from leveraging A/B and multivariate testing (Adobe Target) across 3 different campaigns.
• Responsible for creating documentation and end users on logging in, creating reports in Adobe Analytics, Ad-Hoc Tool, Workspace Analysis, dashboarding and sending automated reports.

Web Analytics Manager

Confidential, Atlanta, Georgia

Responsibilities:

• Developed Marketing Measurement Model strategy which helps organization focus ROI data points.
• Implemented tagging strategy using Google and Adobe Tag Manager for multi-channel marketing programs.
• Create Business Requirement Document (BRD) for organization requirements on what they desire to measure.
• Create Solution Design Requirements (SDR) for technical mapping/tagging of evars, props and events
• QA tagging of Site Catalyst and Google Analytic implementations on company supported browsers.
• Segment various amounts of data for Acquisition, Behavior and Outcomes of end user experience.
• Analysis of online data and customer behavior using Tableau, Google Analytics, Site Catalyst and Data Warehouse.
• Implemented 20+ clickstream KPI’s measuring success against business objectives from stakeholder requirements.
• Implement automated reports created from ad-hoc and strategic business requirements.
• Trained end-users in understanding navigation/terminology of web analytics, how they correlate to Site Catalyst or Google Analytics leading to optimal business decisions.

Strategic Implementation Consultant

Confidential, Atlanta, Georgia

Responsibilities:

• Tagging and data collection in conjunction with web developers of Adobe Site Catalyst for Upwave.com, NCAA.com, PGA.com, NBA.com and NBA GameTime app.
• Gather business requirements and translate into a clickstream business requirements document (BRD).
• Translated BRD into Solution Designed Requirements (SDR) a variable roadmap for Evars, Props, and Events.
• Created BRD’s and SDR’s for Desktop web, Mobile web and Mobile App products NBA GameTime and TNT Overtime.
• Coordinated with web developers through SDR in strategically tagging eVars, Props and events within Java Script Meta Data (JSMD) for client’s clickstream reporting requirements.
• Coordinate with Quality Assurance (QA) to make sure Adobe DTM tagging requirements are reporting as designed.
• Review QA reports and communicate defects with web developers for fixes.
• Debug product functionality, JavaScript errors and tagging issues through Charles, Firebug, WATS and Adobe debugger tools.
• Through a JIRA ticketing system coordinate, communicate and update all implementation projects and fixes.

Sr. Project Manager

Confidential, Alpharetta, Georgia

Responsibilities:

• Strategy/Management of Adobe Test & Target site optimization initiatives for A/B Mulitveriant testing.
• Managed 3 Web Developers & 2 QA Testers implementing 200+ campaigns targeting visitor segments (mboxes).
• Architect of 5 step Functional Testing process validating campaigns and reporting data before campaigns launch.
• Deliver insights, analysis and lessons learned resulting in improved reporting for key business stakeholders.
• Created over 500 UAT testing scenarios to QA Testers for campaigns resulting in 90% success rate.
• Lead weekly Test & Target call with Stakeholders and C-level executives on campaign summaries and issues.

Sr. Business/Reporting Analyst

Confidential, Atlanta, Georgia

Responsibilities:

• Consult and train on best practices on how to use SiteCatalyst in business requirements.
• Facilitating the acquisition of data for quantitative analysis resulting in 15% improved online traffic.
• Gather business requirements for measurement of digital and warehouse data for effective KPI’s
• Collaborated with management creating data governance rules for Adobe DTM and reporting requirements.
• Participated in UAT Testing validating online tagging matches’ requirements from Key Business Stakeholders.
• Worked in conjunction with IT Developers in creation of Site Catalyst Solution Design Requirements.

Sr. Consultant of Digital Analytics

Confidential, Atlanta, Georgia

Responsibilities:

• Created clear business goals and measurement strategies for digital marketing channels.
• Manage, design, and develop analytic reports and dashboard in line with business requirements and goals.
• 15% improvement in Macro Conversions through improvement of Customer Acquisition Strategy.
• Work with Key Business Stakeholders to define overall KPI’s resulting in clear business goals.
• Managed placement of JavaScript code on desired web and mobile pages in conjunction with IT Developers
• Measure data in conjunction with performance testing of web properties for specific ACS events.
• Independently develop presentations and communications around drivers of success sharing stakeholders.
• Trained PM’s, Analyst and Management on best practices of Adobe Site Catalyst, Adobe Ad-Hoc and Google Analytics.

Sr. Web Analyst

Confidential, Atlanta, Georgia

Responsibilities:

• Manage data integrity; ensuring data analysis is consistent resulting in 20% higher internal confidence rating.
• Coordinate with IT implementing JavaScript tagging for Google Analytics, Adobe Site Catalyst and WebTrends.
• Review new marketing and development projects for tracking and tagging requirements.
• Debug Implementation problems, java script errors and product functionality resulting in 30% less 404 errors.
• Develop WebTrends, Google Analytics and Adobe Site Catalyst reporting which included KPI’s, dashboards, customer analysis, SEO, mobile data, and competitive benchmarking.

Web Analyst /Systems Specialist

Confidential, Atlanta, Georgia

Responsibilities:

• Create ad-hoc reports measuring clickstream data through segmentation and path analysis.
• Insights and Analysis of multiple channels using Premise on Discover, WebTrends, HBX and Google Analytics.
• Created reports with a deep-dive correlating sales data between online and offline vehicle ads resulting in 12% reduction of magazine cost.
• Build strategic relationships with IT managers and subject matter exports to solve, technical/functional issues.
• Create Visio diagrams on automation connections between legacy and new web related systems.