SUMMARY:

• 5 years of experience with expertise on Adobe Analytics, Google Analytics, IBM Coremetrics, WebTrends, Adobe Test & Target, Ensighten Enterprise Tag Management, DTM, GTM and Clickstream.
• Experience in working with stakeholders and providing assessments and tangible solutions.
• Skilled in building cross-functional teams, demonstrating exceptional communication skills, and making critical decisions during challenges.
• Able to come up with the innovative idea with minimal/no guidance.
• Exceptional business consulting experience with the ability to manage multiple high-profile projects.
• Accomplished Web Analyst bringing clarity, direction, and execution to project by bridging requirements gathering, designing, developing and testing.

TECHNICAL SKILLS:

Adobe Marketing Cloud: Adobe Analytics (Omniture SiteCatalyst), Adobe Adhoc (Omniture Discover), Adobe Target (Adobe Test & Target) Google Analytics - Google Analytics Premium, AdWords WebTrends

Tag Management Solutions: Google Tag Manager (GTM), Dynamic Tag Manager (DTM), Ensighten Enterprise Tag Management

Debugging Tools: Charles, Fiddler, Adobe Debugger Firebug, ObservePoint, Omnibug

Visualization Tools: Tableau, Power BI

Languages: HTML5/HTML,CSS, Bootstrap, JavaScript, AngularJS, jQuery, AJAX, JSON, Node.js, SQL, python.

Project Management: HP Quality Center, JIRA

Microsoft Office: Excel, Word, PowerPoint, Microsoft Visio

PROFESSIONAL EXPERIENCE:

Confidential, Houston, TX

Sr. Web Analyst

Responsibilities:

• Used Dynamic Tag Manager to implement third-party tags (DoubleClick Floodlight etc.), data layers and selected site functionalities.
• Used JavaScript and jQuery for validating the input given to the user interface.
• Prepared and distributed daily and weekly specific customized reports highlighting relevant performance of competitors using Adobe report builder by way of combining data from multiple sources.
• Used jQuery indirectly manipulating the DOM yet separating the React JS Components.
• Developed various link tracking techniques using DTM and deployed numerous eVars and props to track custom, external and internal links to better optimize the campaign output (s.tl( ), s.t( ))
• Facilitate daily scrum, sprint planning, and sprint retrospectives meeting.
• Managed the project product analytics for data collection for new and existing features.
• Worked in Agile Methodologies and used JIRA as a management tool and Team Foundation Server for issue tracking, and configuration management.
• Responsible for optimizing digital campaigns across channels including SEM(Paid/organic search), SEO, and social media.
• Measured the performance of all major digital marketing campaigns and assess against goals (ROI and KPIs).
• Performed A/B and multivariant testing for campaigns and also websites to improve the click-through, bounce rate, conversion rates using Adobe target and maximize the environment efficiently and conduct meetings with the support team to gather information for UAT.
• Managed the testing, QA, QC, and debugging of analytics code using tools such as (Charles or Firebug for web and Bloodhound and Fiddler) in given sprint timelines.
• Developed MYSQL Queries to extract data from Adobe to SQL Server to develop tableau visualization charts.
• Developed campaigns with DTM using eVars, props, success events, SAINT & Rule-based classification.

Environment: Google Tag Manager (GTM), Google Analytics 360, Dynamic Tag Manager (DTM), Google Analytics - Adobe Analytics, AdWords, Dynamic Tag Manager (DTM), Firebug, HP Quality Center, HTML JavaScript, XML, JIRA, Microsoft Excel, Microsoft Word, PowerPoint, Windows XP OS.

Confidential, Atlanta, GA

Web Analytics Consultant:

Responsibilities:

• Develop and maintain reports, dashboards, and scorecards for the mobile units using Omniture SiteCatalyst(Adobe Analytics) and Google Analytics Reporting Tools.
• Created IBAI (Insights, Business Action, Impact) business model for mobile to change the trend from clickstream analysis to action-oriented analysis.
• Implemented and configured the new SDK (Adobe SDK) for SiteCatalyst (Adobe Analytics) to track web performance.
• Provide detailed qualitative and quantitative analysis on campaigns and mobile traffic including web app and native app using Adhoc (Discover), report builder and Omniture SiteCatalyst (Adobe Analytics).
• Managing analytical tag migration program from legacy system to new tag management system (Ensighten Enterprise Tag Management).
• Involved in created custom link code using jQuery(DOM manipulation) to track generic custom links using image request (pe parameter).
• Used T SQL to mine data from multiple databases and tables.
• Assisted in entering and updating Issues (storytelling and Tasks) onto JIRA Agile application.
• Work with the Testing/QA team to debug/test the web analytics tags using Adobe Target.
• Headed a team involved in designing, implementing, and testing for SEO, SEM, email, and social media.
• Created BRD and SDR for all the platforms to establish baseline metrics and created Traceability Matrix to ensure that all the requirements are covered by the test cases using HP Quality Center.

Environment: Google Analytics 360 - Google Analytics Premium, AdWords, Ensighten Enterprise Tag Management, Dynamic Tag Manager (DTM), Tealium IQ, Tableau, Firebug, HP Quality Center, HTML JavaScript, JIRA/Atlassian, XML, Microsoft Excel, Windows XP OS.

Confidential

Analyst

Responsibilities:

• Responsible for delivering various business performance reports across stores and web channels.
• Spearheaded verification of testing and defect management framework.
• Involved in identifying trends, patterns, and paths using Adobe Analytics.
• Responsible for configuration of Tags, variables (eVars/Props/events) using Dynamic Tag Manager and Adobe Analytics (Omniture Site Catalyst) to analyze and capture the Visitor path.
• Performed debugging to enable end-to-end, client-facing testing of websites and mobile apps for iOS and Android platforms.
• Implemented Tealium tags in a way that is compliant with the existing Google Tag Manager framework.
• Achieved and sustained a 50% higher rate of defect discovery, ensuring delivery of a higher quality product to customers.
• Leveraged “what if” analysis strategies to increase functional test cases by 50%.
• Collaborated with management and external stakeholders to identify and implement changes to systems and processes to improve tagging process and reduce the number of eVars and props used.

Environment: Analytics - Omniture SiteCatalyst(Adobe Analytics), Dynamic Tag Manager (DTM), Tealium IQ, Tableau, Firebug, HTML JavaScript, XML, JIRA, Microsoft Excel, Microsoft Word, PowerPoint, Windows XP OS.