SUMMARY:

• Four years experience managing enterprise - class and e-commerce web analytics platforms ( Adobe Confidential analytics implementation and Google analytics); one year experience with web analytics platform migration too
• Four years experience with A/B and MVT testing setup, measurement and analysis
• Six years experience with advanced segmentation setup, developing complex report analysis, presenting to business owners and team to use adobe analytics products ( Sitecatalyst and Discover)
• Four years experience with SEO, SEM, Email and Social Media measurement and analysis
• One year experience with A/B testing and Confidential personalization, setup, measurement, and analysis

TECHNICAL SKILLS:

Skills and Domain Knowledge: Requirement analysis and implementation for Web Analytics Sitecatalyst, Discover, Insight, Report Builder, Marketing Channel, Test and Target, Google analytics, OpinionLab, QuickView, ForeSee, Tableau and Tealeaf Experience in marketing staff in web analytics Dashboards for Business, Enterprise and Consumer (b2b, b2c) Advance Excel skill and proficient SQL Testing of tracking and tool administration Multi - Lingual (Mandarin and English)

PROFESSIONAL EXPERIENCE:

Confidential, Mill Valley, CA

Web Analyst/Optimization Specialist - Web Marketing Department

Responsibilities:

• Used google analytics and in-house Web Analytic tools to monitor site traffic performance from different sources and designed weekly and monthly web performance dashboard for business stakeholders by crossing function team
• Created data-driven insights story about visitor behavior from website data or traffic patterns, conversion funnel, navigation behavior, patching, and site feature usage
• Analyzed user activities and develop visitor segmentation and build personalization rules that support marketing programs
• Defined, developed and measured A/B testing and MVT testing to identify opportunity for analysis and optimization on sites that increase conversion rate and user engagement
• Coordinated closely with our Data Strategy and Campaign Execution groups to in corporate best practice digital analytic requirements and implementation methodologies
• Developed reporting across the CRM database, PPC campaign, email campaign and social media campaign for cross-functional and executive audiences

Confidential, San Francisco, CA

Sr. Web Analyst - Web Marketing Department

Responsibilities:

• Led research projects in web traffics, customer behavior, site conversions and funnels, customer feedback and satisfaction ratings
• Provided proactive insights based on regular analyses and inquired for performance against business objectives by using Insight and recommends business solutions based on data driven analyses
• Managed, prioritized, and responded to ad-hoc requests for web performance analysis from internal stakeholders and web project teams
• Led QA testing plan for Confidential .com and optimized Confidential Sitecatalyst implementation

Confidential, San Francisco, CA

Sr. Web Analytics Implementation Analyst - Business Operation Department

Responsibilities:

• Defined and managed web analytics requirements and led implementation for Confidential website, mobile and native apps
• Monitored key ecommerce metrics, using site analytics insights as the basis for business recommendation on optimization efforts; identified and prioritized opportunities for improvement, generated data-driven hypotheses for alternate approaches that could improve metrics
• Generated and managed operational reporting and strategic insights on all aspects of website performance and experience through web analytics ( Confidential Sitecatalyst, Report Builder, Marketing Channel, Test and Target, Discover and Tealeaf) and other tools (Adobe CQ5)
• Trained senior analytics and manager in the team and working closely with marketing, product, engineer, CRM, and risk team to leverage quantitative data and usability data to optimize and enhance site activity, conversion behavior, customer retention and trends in order to reach and surpass KPI goals
• Led A/B and multivariate tests to optimize site conversion and other key performance metrics; documented results and insights from the tests, and proposed follow up tests to further optimize the user experience on the site

Confidential, Redwood City, CA

Sr. Web Analyst Consultant - EA Game Label Marketing Department

Responsibilities:

• Worked with online marketing managers, product managers and producers to understand the business requirements turned it into implementation plan and partnered with development teams to QA implementation for EA
• Audited entire website and provided implementation configuration design solution then discussed with business stakeholder to ensure best re-implementation plan for EA
• Understood Google analytics and compared Google analytics configuration plan with Confidential SiteCatalyst then provided analytics advice for EA Game Label Online Marketing team
• Created, delivered, maintained, and managed business dashboard reports at all levels from executive summaries to detailed channel performance reports
• Ensured integrity of data and worked with development to improve the underlying infrastructure to improve accuracy and efficiency of pulling data
• Collaborated with marketing and product team to create and lead advanced testing programs such as AB testing, multivariate testing, content targeting and price testing

Confidential, Cupertino, CA

Web Analyst - Corporate Marketing Department

Responsibilities:

• Understood the business requirement then designed the web analytics implementation solution for each project for cross function team. i.e., Online marketing, Mobile, Video, Global Campaign Team, Partner, SMB Store, Connect Social Media Website and Ecommerce
• Worked with developer or vendor to ensure implementation setup correctly and effectively and owned the project schedule for all Adobe implementation rollouts and ongoing Adobe implementation workflow
• Led testing implementation and wrote testing report for developer and vendor then made a recommendation based on the testing result to business owner or stake holder
• Provided data driven business insights analysis report by thriving at the intersection of business owner, IT technology, data strategy, web platform and online marketing
• Defined and provided weekly, monthly and quarterly web metrics dashboard and ad-hoc reports based on business requirements for cross functional teams
• Build the web platform between web analyst, user experience, information architecture and implementation to identify gaps in the data capture strategy and collaboratively implement enhancements
• Led and developed curriculum and trained marketing staff with Sitecatalyst and Discover
• Conducted data validation and data reconciliation with agency data for cross function team
• Managed report suite setup, user account and classified the data by SAINT

Confidential, San Jose, CA

Data Analyst/Web Master - Enterprise Data Solution Group

Responsibilities:

• Evaluated multi-source data, reconciled conflicts, subtracted data and identified user needs
• Managed customer data; consolidated multi-system data into a central database with Oracle 11i CRM
• Collaborated with Asia Pacific, American, European and Emerging Markets teams to reduce backlog of ERP, WIPS, and Siebel system data
• Designed and maintained customer hierarchies to support data mining by Cisco teams
• Conducted Quality Assurance for projects with Customer Data Validation and Attribute Manager tools
• Managed web content for customer registration websites and designed and evolved template with web 2.0