SUMMARY

• Web Analytics consultant with strong background in Web Analytics, Database(Oracle), Email campaign Marketing & Implementation, tagging, and platform support experience using Adobe Insight(previously known as Visual Sciences), Adobe Insight Portal, Adobe Site Catalyst, Test & Target, and Adobe Campaign(previously known as Neolane).
• A Promising Leader with a potential to recommend game - changing insights that drive innovative product roadmaps and impactful business solutions.
• Having more than 7+ years of experience as an IT professional with strong background in Web Analytics, Email campaign Marketing and Database.
• Adobe certified Professional
• Expert in analyzing “360 Customer Experience” which includes digital marketing, social media and traditional marketing channels.
• Fully leveraged Web analytics tool to measure, track and optimize user interaction through segmentation, event tracking, conversion funnels, weekly/monthly dashboards, browser testing, heat mapping and other relevant applications of the tool to inform future testing and site improvements.
• Extensively worked with multiple LOB teams, understand their needs, documented functional and technical requirements, effectively translated requirements within Adobe Insight into specific transformations, dimensions, and metrics to meet business objectives.
• Extensively worked with developers throughout implementation, QA analysts during the integration testing, and evaluate post-launch metrics.
• Experience in big data analysis and reporting using Adobe DTM Analytics, Adobe Site Catalyst, Business Objects, Webtrends and Microsoft Cosmos
• Proactively identified opportunities and make recommendations to improve site effectiveness by drilling into data in order to further visitor engagement and growth causing a positive impact to profit contribution.
• Have experience in website tests (including A/B, multivariate) to optimize key performance indicators for site visitors.
• Experience in offline and online data integration.
• Extensively worked in writing complex SQL queries, functions, and procedures in Oracle database.
• Excellent Data analysis skills to identify trends/patterns
• Ability to take complex technical information and Communicate at all levels in simple language.
• Cross tool trained with Adobe Test&Target and Adobe SiteCatalyst.
• Implement best practices in tracking code implementation and testing.
• Responsible for analyzing and reporting Interactive consumer metrics, translating information into actionable recommendations.
• Reporting and Dash-boarding using Adobe Omniture Insight.

TECHNICAL SKILLS

Web Analytics: Adobe Insight (previously known as Visual Sciences), Adobe SiteCatalyst,Webtrends On-Demand and Software Version (8.0), Unica NetInsight, Confidential . Adobe Campaign (Neolane), Omniture Site Catalyst, Tealeaf, HBX.

Debugging Tools: Fiddler, Firebug, WATS,WASP,HTTP watch, Charles, HTTP fox

Languages: HTML, Java Script, SQL, Pl/SQL

Databases: Oracle, MySQL

Tools: and Utilities: Toad, GIMS, Remedy

Scripting Languages: Unix Shell Scripting, Perl

Operating systems: Windows NT/2000/2003/XP,UNIX, LINUX, DOS

PROFESSIONAL EXPERIENCE

Digital /Web Analytics Consultant

Confidential - Deerfield, IL

Responsibilities:

• End to end consulting solution for Adobe Insight, Adobe SiteCatalyst and Adobe Campaign.
• Cross tool trained with Adobe Test&Target.
• Having in-depth knowledge and understanding of data sources, business model, and analysis objectives.
• Advising key stakeholders and drive success based on most important business drivers.
• Analyse the KPI of multichannel marketing promotions and provide fine-tuned customized marketing campaign at channel level.
• Develop, support and maintain different source systems using Adobe Insight- Multichannel Product.
• Managing business expectations appropriately and keep projects on schedule and within scope.
• Consulted for Multichannel Client to increase customer retention and improve consistent shopping experience across the different channels.
• Assessed current Business Intelligence market and evaluated existing competitors and recommended product roadmap for Adobe Insight (Multichannel Analytics).
• Exceptional organizational, presentation, and communication skills - both verbal and written.
• Managing analytical tag migration program from legacy system to new tag management system (DTM).
• Adobe Insight Support and Implementation. Must be able to support, document, maintain and extend the functionality and configuration of the Adobe Insight Server platform, in order to provide robust analytic and reporting to the various LOBs within The Confidential .
• Work with LOB to develop an effective set of dashboards, reports, KPIs and metrics. This individual will work with the Web Analytic LOB leads to determine effective reporting for their customers.
• Working on creation of Dimensions and Metrics in Insight.
• Need to move data and reports within the Adobe Server and the Adobe Reporting portal.
• Testing of the Insight Tags implemented on the site.

Digital /Web Analytics Consultant

Confidential, Lincolnshire, IL

Responsibilities:

• Implemented Confidential as POC across various companies’ product website, including the corporate website.
• Performed testing, auditing and verified various tags using Google Tag Manager.
• Resolved various tagging issues in the product websites, using Google Tag Manager.
• Diagnose the issues, advantages of having to migrate from WebTrends to Confidential Premium.
• Maintained a Tag inventory file based on the site audit which helped in understanding their implementations to reports.
• Documented a cookbook for the marketing team with clear instructions on how to create various reports using Confidential .
• Collected requirements to track identified appropriate KPIs and tracked corresponding metrics.
• Created reports based on data collected on proprietary big data platform for the company’s search platform, to analyse the customer usage behaviour with the new interface.
• Performed simple text analytics with the open end comments received on Foresee Survey to identify the attitudinal behaviour of the customer with the new platform interface.
• Created reports which determine the behavioural metrics of the customer with the search platform using WebTrends.
• Website auditing for creating the solution design.
• Testing of tracking code and data using tools like Fiddler and Firebug.
• Integration of data from various online / offline channels.
• Creating Dimensions and Metrics in Insight.
• Designing custom KPIs, dashboards and reports.
• Deriving actionable Insights from web data.

Technical Consultant

Confidential, Minneapolis, Minnesota

Responsibilities:

• Work with Onsite leads on developing Online Channel reporting requirements.
• Responsible for developing test scenarios/use cases after the implementation.
• Work with Confidential IT & Project management team on project release milestones.
• Interacting with Business stakeholders to understand their reporting and analytic needs.
• Identify, Implementation, Analysis and strategy.
• Implementing, Reporting and Analysis of Omniture Insight and Webtrends.
• Knowledge on implementation.
• Accomplishment: Consistently and accurately delivered on-time issue resolution.
• Support the onsite lead on the implementation of Insight.
• Detail and document the Online Channel reporting requirements.
• Prepare the initial reports and check for data latency.
• Dashboard creation and maintenance using Insight tool’s data, these dashboards are used for review and analysis by the top management of Confidential .
• Develop customer behavior analyses using Omniture Insights.
• Perform deep dive web analyses using Clickstream Data.
• Cross tool trained, client used products of Adobe suite like SiteCatalyst, Test &Target and Insight.

Technical Consultant

Confidential, Irving, TX

Responsibilities:

• Measurement Strategy: Develop Web analytics tagging strategy for more than 60 websites including micro-sites, mobile sites, facebook apps, eNewsletters and campaigns/promotions.
• Tracking Mechanism: Advanced tagging methodologies for Conversions, Links, Contents, Flash Events and Audio/Video filesAnalysis & Insights: Analysis of KPI metrics like visitor engagement, site personalization, enhancement (Articles, Discussion board, Products etc) and Conversions (Registration, Coupons printed, Sample request etc) leading the brand team to make decisions on current initiatives and optimizing the future campaigns accordingly.We did an Omniture implementation pilot on one of the brands, as the client wanted to migrate from Webtrends to Omniture.
• Monthly Analytics Newsletter for all the brand websites. Ad-hoc reports and Weekly/Bi-Weekly reports per the business requirements.

Data Analyst

Confidential

Responsibilities:

• Set-up the engagement model (with various levels of deliverables), governance framework, innovation model and standard operating procedures (SoP).
• Worked according to the software development life cycle.
• Gathered requirements from remotely based business users and defined and elaborated the requirements by holding meetings with the users (who are also Confidential ’s employees).
• Analyzed the historical documentation, supporting documentation, screen prints, e-mail conversations, presented business and wrote the business requirements document and got it electronically signed off from the stakeholders.
• Wrote the test cases and technical requirements and got them electronically signed off.
• Created new reports based on requirements.
• Utilized simple methods like PowerPoint presentations while conducting walkthroughs with the stakeholders.
• Conducted GAP analysis so as to analyze the variance between the system capabilities and business requirements.
• Involved in defining the source to target data mappings, business rules, and business anddata definitions.
• Created dashboards for ad-hoc reporting and analysis.
• Extensively involved in filtering, consolidation, cleansing, Integration, ETL, and customization of data mart.
• Provide 24 x 7 problem management Support to the development team.
• Document various Data Quality mapping document.
• Perform small enhancements (data cleansing/data quality).
• Worked on daily basis with the mainframe team and lead data warehouse developers to evaluate impact on current implementation.
• Communicated with the third party vendor to do the programming.
• Upgraded the present application by adding new functionalities.
• Coordinated (with business users, data base administrator, mainframe team and testing team) in mirror to production testing.

Environment: MS Office 2007, MS Visio 2003, Windows XP, MS Excel, PowerPoint, MS Project, UML, MS SQL Server, Erwin, Business Objects, MS Outlook.