SUMMARY

• Around 5 years of experience with expertise on Adobe Analytics, Google Analytics.
• Demonstrated Expertise in all phases of teh Software Testing Life Cycle (STLC) and Software Development Life Cycle (SDLC) according to agile methodologies.
• Provide digital strategy,analytics(social media, mobile apps, videos, ecommerce and websites), performance marketing, and ecommerce and funnel analysis, audience insights and account management for media, entertainment and fashion/luxury ecommerce industry clients.
• Hands on experience with design and documentation of analytics tracking for teh digital platforms including web and mobile apps.
• Expertise in providing end to end Web Analytics services from tech specs, implementation, reporting, analysis & business strategy (optimization).
• Analyze teh KPI of multi channel marketing promotions and provide fine - tuned customized marketing campaign at channel level.
• Created dashboard and Monitored KPI's as needed. Managing analytical tag migration program from legacy system to new tag management system (DTM).
• Leveraging teh Adobe Marketing Suite (Site catalyst, Discover, Test & Target, Data ware house) to analyze teh contribution/ROI of different campaigns, Paid channels & Banner- ads.
• Responsible for supporting teh AdobeAnalytics and Dynamic Tag Manager (DTM) knowledge transfer process to client project teams, business analysts and developers.
• Manage a team of developers and reporting analysts using Project Management tools combined with AdobeTag Manager (DTM) to continually optimize our Adobe Analytics Platform.
• Experience working on a variety of project sizes from application implementation to updating existing software functionality interfacing with various levels of management.
• Extensive experience facilitating and defining requirements using teh following methodologies Waterfall, Iterative, and Agile.
• E-commerce data strategist in digital, direct, multi and cross channel marketing.
• Gather business requirements targeting value generated data points which allow creation of KPI’s.

TECHNICAL SKILLS

Analytics Tools: Adobe Marketing Cloud - Adobe Analytics (Omniture Site Catalyst), Adobe Adhoc (Omniture Discover), Google Analytics, Audience Manager.

Tag Management Solutions: Google Tag Manager (GTM), Dynamic Tag Manager (DTM), DTM Launch.

Debugging Tools: Charles, Fiddler, Adobe Debugger Firebug, Observe Point, Omnibug

Languages: HTML, JavaScript, JQuery.

Other PC Skills: MS Office - Excel, Word, PowerPoint, Microsoft Visio.

PROFESSIONAL EXPERIENCE

Adobe Consultant

Confidential, Owings Mills, MD

Responsibilities:

• Leveraging various reporting tools within adobe analytics such as: analytics workspace, Ad hoc analysis, report builder and data warehouse.
• Identify, define and implement meaningful key performance indicators across all digital platforms.
• Monitor KPI's and create custom dashboard with teh goal to tell stories and present results to upper management and other stakeholders within teh organization.
• Make usage of plans and estimates for new and existing customers in teh domain you will cover.
• Deliver regular, high quality insightful reporting that helps teh business make timely data driven decisions.
• Creating users inside Adobe Marketing Cloud.
• Creating user groups and allocating teh access to different features/modules as per teh description of teh user group
• Creating teh documentation for teh guidelines to be followed before adding a new user and provided teh right access.
• Drafting teh requirements per agreement with teh Business stake holders.
• Identifying teh best tag management tool to leverage to implement adobe analytics solutions as per teh size and type of requirements.
• Preparing teh solution design document with all teh predefined and custom variables and events and their configurations available in Adobe Analytics as per teh requirements.
• Identifying teh data layer dependency and creating of schema with relevant examples and criteria.
• Preparing teh Technical Specification Document with all teh details to enable adobe analytics solution for each requirement.
• Identification of best practices and documentation of acceptance criteria for teh hassle free sign off process.
• Creating of report suites inside Adobe Analytics as per teh requirements and reporting goals.
• Creating of properties inside Tag Management tool and integrating them with teh website as per teh Adobe guidelines.
• Configuration of analytics tool in Tag Management tool and creation of data elements and rules as per teh requirements.
• Identifying teh reporting requirements, format for dashboards/reports, presentation documents.
• Documenting teh guidelines to use different reporting tools such as Work space, Report builder and Ad hoc analysis, Data Warehouse etc.
• Creating daily, weekly, monthly and yearly rollup reports.
• Scheduling teh reports for teh required audience to automate teh reporting process.
• Demonstrating teh Dashboards with teh help of PowerPoint presentations to get teh better insights of teh data.

Environment: Adobe Work Space, Adobe Report Builder, Adobe Data Warehouse, Ad hoc Analysis, DTM Launch, Tableau, Microsoft Excel, Microsoft Word, Microsoft Power Point, Audience Manager, HTML, JavaScript, Adobe Debugger.

WebAnalytics Consultant

Confidential, Portland OR

Responsibilities:

• Worked with Web Analyticsteam in teh role of Digital Analyst for Adobe analytics tagging implementations.
• Develop and maintain Adobe Analytics implementation processes and guidelines documentation.
• Increased overall knowledge of broader Adobe Digital Marketing Cloud, expanding on deep Analytics knowledge to augment with expertise on additional solutions.
• Create deployment guides to instruct web page developers to properly include appropriate DTM embed tags.
• Design and implement Adobe Analytics JavaScript tags, defining VISTA rules, Segmentation, Processing Rules etc.
• Setting up Global Tagging / Page Tagging Rule, Event Tracking / Custom Tracking Rules based on teh requirement for page elements.
• Provided strategic and actionable recommendations based on teh websiteAnalyticsdata to improve conversion rates, drive self- service usage and decrease operational costs.
• Web Analyticsand Omniture data/Pages testing with digital pulse debugger for analyzing gaps, JavaScript errors, broken links, implementation, validation and auditing services on semantic, restore services and cloud sites.
• Worked in an agile platform, delivering daily status updates regarding teh project timelines as well as participating in release planning and monitoring tagging implementations once teh project goes live.
• Oversaw Adobe Analytics redeployment across 5 brand sites, aligning KPIs.
• UsingAdobeAnalyticsSuite (Reports & Analytics interface, Analytics Workspace and Data warehouse) to measure, track and optimize user interaction through segmentation, event tracking, conversion funnels, path browsing and heat mapping.
• Performing multi-channel analysis by integrating and analyzing large operational, transactional, marketing, web, email, mobile, tablet, and research data to create a customer centric view of data to drive customer acquisition and retention strategies.
• Worked on multiple webAnalyticsprojects involving end-to-endAdobeAnalyticsdevelopment, support, and testing and data analysis.

Environment: Adobe Report Builder, Adobe Marketing Cloud - Adobe Analytics (Omniture Site Catalyst), Adobe Analytics Workspace, Adobe Target (Adobe Test & Target)Dynamic Tag Manager (DTM), Firebug, HTML JavaScript, Microsoft Excel, Microsoft Word, PowerPoint, Mac OS

Adobe Analyst

Confidential, San Francisco, CA

Responsibilities:

• Develop Marketing Measurement Model strategy to help define KPI's, goals, targets and solutions. Utilize AdobeAnalytics/Site Catalyst/Omniture for reporting needs, solution design.
• Tracked custom events or traffic event in AdobeAnalytics/Site Catalyst/Omniture. Social MediaAnalytics(Utilize Facebook insights, Instagram and twitter).
• Created Data Layer, Load Rules, implementing custom extensions and plugins through Tealium (TMS) to pullover identifiers & user interactions from website and map teh data to Site Catalyst for reporting and analysis.
• Monitor Website performance, trends and click stream path analysis, and performed daily management with GoogleAnalyticstool.
• Configured Marketing Channel Processing Rules in Adobe Analytics.
• Worked closely with Onsite Counterpart in understanding teh Business requirements objective from Web Analytics measurement from Stakeholder to provide them with teh analytics solutions.
• Implemented Third Party Analytics tools and Pixel tags through Tealium.
• Create, define and provide Solution Design Requirements (SDR) from Business Requirements which provided tagging variables for developers implement on web and mobile websites.
• Interact with development, marketing, CTO's to provide implementation requirements. Identify enhancements to Website based on usage and traffic patterns.
• Conduct surveys amongst customers to ensure that websites usability was efficient.
• Adobe Analytics and Adobe Audience Manager Implementation and supporting analytics team.

Web Analyst

Confidential 

Responsibilities:

• Create Data sources, Tags, Load Rules & Extensions as needed for tracking events in Confidential .
• Responsible for delivering various business performance reports across stores and web channels.
• Build tagging documents for tracking basic and advanced tracking requirements. Build campaign and conversion tags as a part of campaign management.
• Converted teh key business requirements to actionable KPIs.
• Involved in identifying trends, patterns and paths using Google Analytics.
• Performed debugging to enable end-to-end, client-facing testing of websites and mobile apps for iOS and Android platforms.
• Prepared teh Solution Design Document from teh KPIs and thereby creating a technical specification document.
• Leveraged requirements and solution design documents to inform development of testing strategies, plans, and cases.
• Achieved and sustained a 50% higher rate of defect discovery, ensuring delivery of a higher quality product to customers.
• Responsible for perpetual in-depth analysis of audience measurement and site activities.