SUMMARY

• Over 15 years of experience in Web, Video and Mobile Analytics, and online marketing /digital marketing.
• Over 10 years of experience working as a Business Analyst, Project Manager and Program Manager.
• Over 10 years of experience in Adobe Marketing Cloud Omniture/SiteCatalyst .
• Has produced standard reports for business customers using ForeSee, Comscore, Discover and SiteCatalyst.
• Experience in facilitating requirements gathering sessions and writing functional documentation.
• Experience in developing procedures, documentation, QA, and systems which facilitate and support the installation of SiteCatalyst.
• Extensive experience in advertising, user behavior, user experience, engagement analysis, as well as hands - on experience with extracting, manipulating and analyzing large datasets.
• Extensive experience working on paid, owned and earned marketing campaign reporting, creating dashboards and scorecards.
• Experience in SiteCatalyst Reports & Analytics, Ad Hoc Analysis, SearchAndPromote, Data Warehouse, Insight, Comscore, Foresee, ObservePoint, Ensighten, Tealium, Tealeaf, Google Analytics, WebTrends, Coremetrics, Business Objects, SQL, HTML, CSS, JavaScript, SAS, OLAP, Hadoop, PureShare, Eloqua, and others.
• Experience using business intelligence tools and data to influence web communications and marketing programs across web, mobile and social channels.

PROFESSIONAL EXPERIENCE

Sr. Web Analytics Lead

• Work with and alongside stakeholders to model and frame business scenarios that are meaningful and impactful on critical business processes and/or decisions.
• Identify what data is available and relevant for problem solving.
• Design and develop innovative and effective approaches to solve clients' analytics problems.
• Assist with creating an analytics roadmap and develop reporting as per the roadmap
• Developing insights from the websites’ data to help drive their improvements.
• Create reports and develop insights for key executive stakeholders across the company.
• Collaborate and communicate with management, internal, and external partners regarding analysis results, methodologies, project progress, and issue resolution.
• Provide guidance and mentoring to less-experienced team members.
• Analyzing web analytics data (Omniture, Google Analytics) implement and maintain Adobe Analytics and the integration of DOMO for overall performance of all HPE sites.
• Working closely with the Global Digital Marketing team and various key stakeholders globally on projects that require data analysis and implementation.
• Assist with creating an analytics roadmap and develop reporting as per the roadmap.
• Developing insights from the websites' data to help drive their improvements.
• Create reports and develop insights for key executive stakeholders across the company.
• QA/Testing, site wide audit and analysis visualization.

Sr. Web Analytics Specialist

• Assist with the selection, implementation, and management of web analytics, tag management, customer experience management, and web content management tools (i.e. Tealeaf, ClickTale, SiteCatalyst, Ad Hoc Analysis, Maxymiser, Data Warehouse, SQL, Genesis(Data Connectors), SDL Tridion, Drupal, ObservePoint, Digital River Global Commerce, JIRA, Confluence, VisualIQ, Catchpoint, Developer Tools, Charles, Qlik and TMM Data).
• Analyzing web analytics data (Omniture, Google Analytics) implement and maintain Adobe Analytics (Omniture) from 26+ websites to help decision-making on key digital marketing and online sales projects.
• Working closely with the Global Digital Marketing team and various key stakeholders globally on projects that require data analysis and implementation
• Assist with creating an analytics roadmap and develop reporting as per the roadmap
• Developing insights from the websites’ data to help drive their improvements.
• Create reports and develop insights for key executive stakeholders across the company.
• QA/Testing, site wide audit and analysis of tags and coding.
• Web Performance Monitoring using Clicktale, Catchpoint and GTMetrics.
• Identifying new platforms, technologies, processes that ensure continual progression of North American online and offline analytics capabilities.
• Lead instrumentation for home grown analytics tools.
• Dashboards, Scorecards and 3rd Party tool Integration.

Sr. Manager Web Analytics & Sr. Program Manager

• Assist with the selection, implementation, and management of web analytics, tag management, customer experience management, and web content management tools (i.e. CQ5, Google Analytics, Tealeaf, SiteCatalyst, Ad Hoc Analysis, TnT, Optimizely, Recommendation, Data Warehouse, Hadoop, Genesis (Data Connectors), Blaze, ObservePoint, Tableau).
• Owner and SPOC for Web Analytics and Dynamic Tag Management.
• Onsite/Offshore Co-ordination and Management of teams comprised of 5 to 13 people.
• Analyze the current team bandwidth and work with senior onsite and offsite business leaders to define the priorities for each project.
• Work with Business to define/validate Web Analytics requirements and scope for ongoing and future projects.
• Work all Business Segments, i.e., Call Center, Marketing Direct and Digital, Scrum Teams, Product, Pricing, Finance, and Research to define the priority for analysis tasks, discuss the details of the analysis to be done and explain the requirements to 3rd Party Agencies and the Analytics team.
• Coordinate with Stakeholders of various ongoing or new projects to communicate analytics status, query resolution, issues and dependencies.
• Provide customer insights to the business on KPIs.
• Define templates/setup best practices/Align Client's Analytics vision with Market trends.
• Negotiate new contracts of 3rd party tools.
• Lead instrumentation for home grown analytics tools.
• Dashboards, Scorecards and 3rd Party tool Integration.

Sr. Web Analytics Specialist

• Assist with the selection, implementation, management of a web analytics, tag management, customer experience management, and content management system tools (i.e. Sitecore, Google Analytics, Tealium, Tealeaf, SiteCatalyst, Ad Hoc Analysis, TnT, Recommendation, Data Warehouse, Genesis (Data Connectors), and eDW.
• In partnership with other group Directors to create, track, and analyze a broad set of metrics for all company digital assets. Some examples are:
• Site visits, quotes and sales by state/overall
• Traffic and conversion by media source (paid search, organic, display, direct navigation, email etc.) which can be used to back out into a cost per action
• Path analysis / Page abandonment
• Retagging of website, write Tech Specs and update SDR.
• Video consumption
• Social Media campaigns
• Mobile apps, mobile site, kiosk and SMS
• Total website analysis to identify opportunities and potential problems, create analytic roadmap, and implement recommendations.
• Apply methods to execute key strategies, address business questions and enable data-based decisions that result in growth.
• Create reporting dashboards and scorecards that are viewable internally to a broad audience.
• Work with marketing team to create ad-hoc reporting as needed to assist with response measurement from TV and cable advertising.
• Work with other internal stakeholders and/or agency to recommend and conduct A/B and multivariate testing for landing pages with Tent Adobe Test & Target, site content and/or user experience on the website.
• Integrate and report on engagement metrics from a third party ESP tool and vendors (i.e., Yes Mail, Silver pop, Vertical Response, Mediacom, 24/7 Media, Adwords, TENT, Facebook, ExactTarget, etc.).
• Work with other departments to provide analytical support and guidance for their web-related initiatives.
• Be proactive in considering new tools, approaches, and data to answer questions beyond what the tool alone can do.
• Serve as the subject matter expert on all things web analytics related and managed a team of 2 people.
• Interview 3rd Party Vendors i.e., ObservePoint, Tealium, GPO, etc. and work to integrate with Adobe Reporting & Analytics Adobe SiteCatalyst .
• Granular Marketing reporting using Ad Hoc Analysis Adobe Discover .
• Provide day-to-day management of the analytics tool and team members to ensure tracking, reporting and analytics are functioning optimally.
• Ensure timely delivery of data, analytics and strategic database initiatives.
• Integrate SiteCatalyst Data into eDW with the Actuarial Analysts.

Sr. Manager of Web Analytics and Digital Intelligence

• Subject matter expert and primary point of contact for digital analytics, data analysis, reporting, tagging analysis and implementation.
• Contributed to the product definition, functional requirements, and technical design process to ensure analytics requirements are understood, documented, and built-in.
• Stayed up-to-date on latest mobile industry developments.
• Produced ongoing standard reports for business customers using ForeSee, Comscore, Discover and SiteCatalyst, assist in reporting automation, design and run queries for custom analysis and data requests, and maintain dashboards and general reporting activities.
• Worked with clients to develop procedures, documentation, and systems which facilitate and support the installation of SiteCatalyst.
• Participated in projects as a measurement and analytics expert, identifying reporting requirements, monitoring reporting implementations, and evaluating post-launch metrics.
• Conducted analyses on the competitive landscape and provide insight into our position in the marketplace.
• Worked with web analytics and cable network research team members to develop cross-platform analysis.
• Configured tools to provide the options and features requested; including customized reports and dashboards, create data-driven insights about visitor behavior from data on traffic patterns, content consumption, and customer segmentation.
• Proactively identified opportunities and made recommendations to improve online and mobile web site, and mobile apps, effectiveness by analyzing data to maximize visitor frequency and overall consumption.
• Managed utilization of web analytics tools and serve as point of contact to product managers, technology, marketing, and other stakeholders. Educate and train end-users on web analytics and data analysis.
• Consulted with clients on effective implementation of tools within SiteCatalyst.
• Administrator access and responsibilities within the Client’s Analytics platform.
• Shared findings and best practices with key stakeholders and communicate effectively about the impact of product developments to a diverse and varying knowledge base.
• Conducted ad-hoc traffic analyses of key site areas and participate in additional business intelligence activities related to data analysis as needed.
• Managed a team that included marketing research analysts, data analysts and web analysts.

Sr. Business Analyst / Implementation Consultant

• Lead overall online marketing/digital marketing efforts in coordination with internal and external Digital Marketing Teams, Web Developers, etc.
• Worked with Project Managers to coordinate weekly client status updates, installation and training schedules for clients.
• Worked with clients to develop procedures, documentation, and systems which facilitate and support the installation of SiteCatalyst.
• Trained client end-user and technical personnel in utilization of SiteCatalyst.
• Consulted with clients on effective implementation of tools within SiteCatalyst.
• Collected and documented website tagging needs (requirements).
• Created technical tagging specification document based on requirements.
• Configured tools to provide the options and features requested; including customized reports and dashboards
• Consulted on custom solutions or metrics required from the Client’s Analytics vendor.
• Provided secondary testing and validation of tags.
• Provided training and advice on tagging approaches.
• Triaged and resolved tagging related data quality issues and work to resolution.
• Managed queue of tagging requests.
• Maintained documentation of the system.
• Lead efforts with Integration of internal/external data from client’s Analytics platforms, i.e., Optimizly etc.

Business Analyst /Implementation Consultant/Sr. Web Analyst

• Global Enterprise Digital Marketing & Analytics for Retail, Pharma, Life Science, Entertainment, Insurance and Financial clients.
• Project planning, requirements gathering, writing functional documentation, issue tracking and resolution, leading quality assurance efforts, life cycle testing, coordination and planning project rollout, formalizing project closure, and analyzing results.
• Onsite/Offshore Co-ordination and Management of teams comprised of 8 to 15 people.
• Owned the JavaScript capture for the Adobe SiteCatalyst (Omniture).
• Consulted on strategies for wide-array of digital marketing campaigns including websites, mobile apps and mobile websites with ability to guide teams quickly and effectively.
• SiteCatalyst Implementation, Adhoc/Recurring Reports and dashboards.
• SiteCatalyst TNA (Training Needs Assessment) Develop Training Strategy and new Pricing Model.
• Created standardized dashboards, calculated metrics, and documenting existing processes.
• Managed the data capture settings and configuration of the primary web analytics platform.
• Diagnosed data capture issues, and work with partners to resolve.
• Responsible for helping to implement new SiteCatalyst tags, managing existing tags, driving strategies for a more agile/sophisticated implementation and create Solution Design Reference.

Project Manager & Sr. Web Analyst

• Brought on as an Insight specialist to export data from HBX and SiteCatalyst into Insight.
• Increased business processes and revenue in several business lines with spot on recommendations from analytics.
• Optimized business cost and evaluated product performance.
• Developed viable solutions for business problems and opportunities through data analysis and modeling
• Responsible for helping implementing new SiteCatalyst tags, managing existing tags, and driving strategies for a more agile/sophisticated implementation.
• Owned the JavaScript capture for the Adobe SiteCatalyst (Omniture).
• Performed mobile App Testing and Mobile Analytics experience using Bango & Flurry.
• Recurring/Ad Hoc reporting along with dashboard creation.
• Used SiteCatalyst, Discover, HBX and Insight, as well as other Adobe Marketing Cloud tools like Test & Target and Adobe CQ.
• Managed the data capture settings and configuration of the primary web analytics platform.
• Partnered with all business lines and stakeholders to determine an effective Web analytic strategy and prioritize projects.
• Gained expertise with Web Analytics concepts, testing tags and auditing web properties
• Created standardized dashboards, calculated metrics, and documenting existing processes.

Sr. Manager of Measurement Science & Web Analytics

• Onsite Co-ordination and Management of team which was comprised of 8 to 10 people.
• Tracked mobile, video, TV and website performances via Bango, Omniture (SiteCatalyst), Nielsen & Comscore; which required reports to be pulled daily.
• Conducted deep dive investigations into how various 3rd party suppliers of audience research tools and metrics collect and report data for online and social media.
• Supported the analytical needs of Product Strategy by analyzing traffic and consumer behavior.
• Documented methodologies employed by the vendors, tracks and hold vendors accountable for responding to questions and contributed to the development of research-based points of view and recommendations to management regarding the adoption and use of tools/metrics.
• Developed easy to understand presentations describing vendor methodology changes and share them during DMTF meetings.
• Lead the implementation, evaluation, and approval of new digital vendors, including alpha, beta and test trials/QA.
• Implemented custom variables and events per Stakeholder’s specification.
• Lead the design and execution of digital marketing programs focused on both cutting-edge innovation and on mature, scale form factors.

Digital Marketing Manager

• Analyzed online and offline marketing plan to make recommendations to help to more efficiently spend their advertising budget on SEO, SEM, Banner/Display Ads, Video, TotalLive Chat and Social Media campaigns.
• Performed campaign performance reporting including Revenue, Conversion Rate and Return on Ad Spend at the most granular level.
• Searched spending forecasts adjust programs appropriately, test and analyze keywords, test copy and landing pages to increase ROI.
• Developed customer-centric best-practices for digital user engagement and optimize digital media performance.
• Delivered technology-enabled, full-service digital marketing solutions and strategies for clients.
• Put into action the website re-designs based on the analytics obtained.
• Management team which was comprised of 5 to 18 Internet Marketing Consultants.

Confidential

Sr. Internet Ops Account Mgr. /Marketing & Analytics

• Implemented tracking on search campaigns and reported on key metrics.
• Consulted with clients to establish local and national search marketing and optimization programs with monthly budgets well over 100 thousand dollars.
• Made sure clients’ websites were optimized for conversions with a clear path for visitors with no roadblocks or abandonment points using Eyeblaster, Keynote Web Effective and Omniture.
• Marketing Specialist on all Internet and Print related activities of projects for Major Accounts within the National Business Division.
• Implemented changes that were uncovered from the site analysis.
• Understood the clients’ brand and website business objectives.
• Developed, executed, and managed PPC campaigns on Superpages and their Affiliates, Google, Yahoo, Ask and MSN (Bing).
• Project Manager of web design and wrote code for sites (HTML and CSS).