SUMMARY:

Success driven Digital Analytics Manager with 7 years of experience providing deep data driven insights and actionable profit - based marketing recommendations across business and leadership teams on various analytical platforms and tools. Extensive experience in Monitoring, Analyzing, Re-engineering, & Data Mining to understand and identify patterns of data to provide enriched visualizations.

AREAS OF EXPERTISE:

• Adobe Analytics Expert
• A/B & Multivariate Testing
• SEO Marketing
• Data Visualization
• Tag Management
• Predictive Analytics
• Social Media Analytics
• JSP/JQuery Expert
• Campaign Management

PERFORMANCE HIGHLIGHTS:

• Proven track record that lead to increase in optimized conversions and increase in revenue/profitability through site changes, personalization with A/B Testing.
• Successfully defined and implemented analytics framework for enhancing the global website reporting and insights, including integration of customer journey focused metrics and website features / functionalities usage.
• Presented data driven insights and optimization opportunities to cross-functional teams that lead to significant revenue growth for the business.
• Lead a team of analysts and report writers in developing reporting dashboards and data visualization that align with KPIs and business goals utilized by company leadership.
• Adobe Certified Attendee of Adobe Analytics Implementation Training.

TECHNICAL SKILLS:

BI Analytical/Marketing Tools: Adobe Marketing Analytics Cloud Suite (DTM, Adobe Test & Target, Report Builder, DataWorkbench), Google Analytics (GTM, Google360, DCM), Tableau, Observepoint, Webtrends, Coremetrics, Tealium, Business Objects,.

Scripting Languages: JSP, JQuery, UNIX, Python, SQL, PL/SQL, T-SQL, HTML, C, R

Databases: Netezza, Teradata, Vertica, Oracle, SQL Server, DB2

Debugging Tools: Observepoint, Tagtician, Fiddler, Charles, HTTP Analyzer

Project & Change Management: Git/Stash, Confluence, JIRA, FishEye, Source Tree & MS Project

Testing Tools & Methodology: Adobe Test & target, Optimizely, A/B Testing, HP Quality Center, HTTP Analyzer, HTTP Fox

PROFESSIONAL EXPERIENCE:

Confidential, Bothell, WA

Digital Analytics Manager (eCommerce)

Responsibilities:

• Gather and deconstruct analytics reporting requirements (KPI’S, report mock-ups, clearly defined goals) from Leadership.
• Lead a team of analysts in providing e-commerce operational reporting, forecasting that drives marketing recommendations to guide the direction and success of customer-related initiatives.
• Convert Business Requirements into Analytics parameters & tagging specifications guide.
• Worked with UX, Marketing & Web Development teams on JSP/AJAX pages to implement Adobe data layer tagging parameters for desktop and mobile SDK.
• Create Page load, Event Based & Direct call rules in Adobe Dynamic Tag Manager to capture data in eVars, Props & Events.
• Performed Multivariate A/B testing to improve conversion, navigation experience and reduce bounce rate using Adobe Test & Target and Optimizely.
• Configured and implemented GTM on several Desktop and Mobile web applications.
• Performed Impressions/Clicks (CTR), Product, SEO, Campaign and various custom reporting and dashboards in Google Analytics Premium.
• Inspect & debug Adobe/Webtrends beacon calls & data layer in DOM using tools like Firebug, HTTP Analyzer in QA & UAT phases.
• Created and performed simulations to monitor important transaction flows in ObservePoint.
• Used RSitecatalyst Package to extract & analyze web browsing data Confidential individual customer level.
• Defect management & Issue resolution using HP QC & Confluence JIRA.
• SME on B2B eCommerce data in Enterprise Data Mart by performing advance SQL querying.

Environment: Adobe Marketing Analytics Cloud Suite, Google Tag Manager, Google 360 Webtrends, Optimizely, Crazyegg, Tableau, Observe point, Javascript, Jquery, R, HP Quality Centre, SharePoint, Microsoft Office, Teradata, Netezza, SQL Server, Oracle

Confidential, Bellevue WA

Sr. Web Analytics Analyst

Responsibilities:

• Responsible for gathering information to create clear, concise and complete business and functional requirements for various KPI’s and designed solutions to enhance business decision-making.
• Actively participated in project phases and report status to Project Manager, including Feasibility, Requirements, Development, Quality Assurance, Implementation and Maintenance.
• Performed Business Process Analysis in assessment/analysis of existing processes to support the tagging implementation framework shift from IBM Core metrics to Adobe.
• Improved Standards, internal processes, and design documentation for data layer (digital Data) Adobe Analytics Implementation.
• Maintained enterprise consistency and best practices in data collection for Web Analytics Implementation.
• Performed audit and data integrity in clickstream traffic using Site Catalyst and Discover reporting.
• Created action filters, parameters,
• Calculated sets for preparing dashboards and worksheets in Tableau.
• Performed data analysis on daily, weekly and monthly basis to ensure that the developed dashboards in Tableau are up to date live and sent those into production
• Perform complex querying in Teradata database and pulled data to gather deeper insights & data patterns.

Environment: Adobe Analytics, IBM Coremetrics, Teradata, SQL, Tableau, Microsoft Office Suite.

Confidential, St.Louis MO

Digital Reporting Analyst

Responsibilities:

• Supported implementation of Omniture on key pages, including business requirements, variables setup and validation.
• Analyzed web traffic and site behavior using Omniture and clickstream data for customer and business insights to support business decisions and deliver on improved customer site experience or business growth (sales, margin, traffic and conversion).
• Worked with search engine partners responsible for executing Search Engine Optimization (SEO) strategies to increase organic traffic from search engines to the business using Google Analytics.
• Served as a liaison to client’s technology staff and partners (Omniture), with respect to improving the efficiency of implementations, usage, and performance for Anthem’s site functionalities.
• Created and maintained insightful reports to track the performance of high level organic search, the performance of specific areas of the site.
• Developed and managed online reporting dashboards in Omniture.
• Integrated Google Analytics data with Tableau and pulled insightful reports.
• Performed regular tracking and end of campaign/activity report generation.
• Performed Debugging and Testing using Adobe Debugger/HTTP Analyzer and test server calls using Browser console.

Environment: Adobe Analytics (Omniture), Google Analytics(SEO), Adobe Debugger, HTTP Analyzer, Tableau, Teradata, Teradata SQL Assistant, Teradata Administrator, SQL, PL/SQL, MS VISIO, Microsoft Office Suite