SUMMARY

• Over 6.5 years of experience as a Business Data Analyst in the fields Banking, Finance, Retail, and UI applications.
• Experience working for financial sector clients for their marketing analytics tools and applications.
• Experience in designing, capturing, consolidating, and maintaining key metrics.
• Experience in Dashboard creation, deployment, and socialization.
• Strong experience in Omniture (Sitecatalyst), Google Analytics and Webtrends
• Utilized MS Visio, MS Project, PowerPoint, MS Project, and Rational Rose.
• Created PowerPoint presentations and project updates using MS Project for management review.
• Hands on experience with tools like web trends and optimizely, maxymiser, monetate and Adobe Test & Target
• Extensive experience in creating PowerPoint presentations and project updates using MS Project for management review.
• Certified GAIQ (Google Analytics Individual Qualification)
• Project management experience across delegating, budgeting, managing change requests, preparing and presenting weekly status reports and KPI reports to executive management
• Project management experience using MS Project and JIRA.
• Extensive experience in working with MS Excel. Created various charts, graphs, pivot tables, and ad - hoc reports in excel.
• Expertise in documenting Business Requirements, Functional Specifications, Use Cases, and User stories.
• Good understanding Software Development Life Cycle methodologies- RUP, Agile, SCRUM, and Waterfall
• Experience in Database design and maintenance.
• Strong experience with Optimizely, Adobe Test & Target and Maxymiser.
• Experience with project management.
• Highly Motivated Team Player with experience in working with large organizational environment.
• Ability to work with several partners/colleagues and deliver the results in time and/or resource constrained environments.
• Excellent oral and written communication skills. Interested in digital marketing & social media.

AREA OF EXPERTISE

• Analytics: Omniture Sitecatalyst, Google Analytics, Web Trends, Tableau, A/B & MVT testing, and IBM Coremetrics.
• Client Communication, Sales and Customer Relation.
• Strategic Planning and Execution
• User Experience Improvements
• A/B Multivariate testing using Adobe Marketing Cloud and Maxymiser.
• Market and Consumer Research.
• New Product Development and Launch
• Clickstream analytics and Web Metrics
• Process Design and Reengineering
• Project Management

PROFESSIONAL EXPERIENCE

Confidential, San Jose, CA

A/B Testing (Analytics) Manager

• Created A/B testing and MVT (Multivariate) testing roadmaps for IR 500 clients of Confidential to optimize websites for Confidential elements.
• Worked closely with diverse teams of Strategic Growth Manager, Technical teams and account managers to overcome objections from clients using A/B testing, MVT (Multivariate testing) as tools to overcome objections.
• Analyze pre and post data of the tests ran to understand impacts and results of the efforts extracted from different tools like Google Analytics, web trends, Site Catalyst etc.
• Defined metrics, KPI’s and aligned Confidential goals with goals of merchants to get optimum results with our initiatives.
• Contributed towards defining testing roadmaps, test designs and targets for 2016 as a part of the experimentation team.
• Played key role in improving checkout flows for many Confidential ’s largest clients by using customized approach based on specific needs of individual businesses.
• Worked on different tools based on client implementation such as Monetate, Maxymiser, Optimizely, Adobe Test & Target, Site Catalyst, Google Analytics and proprietary tools of Confidential .
• Delivered numerous presentations with excellent reviews and appreciation both from internal and external stake holders.
• Contributed towards moving the direction of program from intuition based to data driven approach.
• Continuously maintained cordial relation with large clients on a regular basis to engage them more with experimentation and delivered excellent results.

Confidential, San-Francisco, CA

Web Analytics Manager

Responsibilities:

• Involved in all phases of Web analytics lifecycle right from gathering business requirements to implementation, testing, reporting, insights, and strategy.
• Subject-matter expert on web analytics implementation and reporting, providing training to analysts and business users.
• Understanding the Key business requirements and Identify the Key performance Indicators that drives value to the customers.
• Responsible for creating Omniture solution design reference to different clients based on the KPI’s.
• Identify the key business problems and help the clients with reporting needs and Implementation approach
• Provided a high-level process flow for implementing the best practices in tracking the business requirements.
• Interpretation of Omniture Sitecatalyst framework and coming out with an implementation/development plan.
• Responsible for designing and developing the technical specification documents.
• Successfully Implemented mobile WAP and APP tracking using Omniture solutions.
• Defining the variables, designing the Implementation framework for data collection.
• Configuration of Omniture Profiles, Report Suites, Dashboards & Reports, Access Privileges, SAINT Classification etc.
• Responsible for troubleshooting across Omniture platforms for any discrepancies.
• Able to identify gaps in the current data capture strategy and collaboratively implement enhancements.
• Design, create and automate weekly, monthly and quarterly ecommerce dashboards and reports as well as meaningful KPI’s at all levels, including executive summaries and detailed channel performance reports.
• Have automated the dashboards with report builder to deliver in real time for the customers.
• Proactive in analyzing customer behavior using available data to influence changes on the website.
• Integrated display advertising tools through Omniture Genesis.

Confidential, San-Francisco, CA

Product Manager Analytics

Responsibilities:

• Provided strategic thought leadership and influence business leaders and client teams to implement marketing and product strategies based upon customer, financial and data-driven insights
• Developed business case presentations and action plans to influence clients for marketing campaigns including targeting recommendations, test design, cross-sell optimization
• Guided marketing analytics and strategy development for new product launches, customer acquisition, lifecycle and retention initiatives
• Defined and managed best practices for campaign execution
• Partnered with account executives to define campaign strategy (including cross-channel treatments, control groups & A/B multivariate testing)
• Tracked performance of campaigns and analyzed impact on profitability
• Developed marketing dashboard to provide executive view of departmental performance
• Partnered with engineering to drive technical projects and provide leadership in an innovative and fast-paced environment.
• Defined web metrics and used daily click stream data to provide weekly performance insights to the development and planning team.
• Interfaced with internal stakeholders (sales, marketing, product, engineering, etc.) on exploratory data analysis
• Implemented Sitecatalyst tracking on Web, Mobile App (iOS/Android/mPLus), iPad and Flash app.
• Involved in all phases of web analytics cycle.
• Created dashboard and Monitored KPI’s as needed
• Worked on Campaign Tracking
• Define the web analytics code that needs to be implemented on the web property.
• Work with the Testing/QA team to debug/test the web analytics tags.
• Used Classifications (Manual and Rule Builder) and Processing Rules.
• Created BRD and SDR for all the platforms to establish baseline metrics.
• Worked with Data feeds
• Created PowerPoints and managed vendor relationships
• Certified in “Processing Rules”
• Conducted market research and analysis in order to recommend the web solution to the clients.
• Data analysis and reporting using MS Excel, crystal reports, and MS Access.
• Documented and Prioritized Business Requirements.
• Develop business requirements for new or changes to existing application features.
• Created campaign tracking as needed for both desktop and mobile apps.
• Worked closely with the product & engineering teams to deliver product functionality for cross-product data-centric initiatives.

Confidential, San Jose

Web Business Analyst

Responsibilities:

• Gathered the functional and business requirements by conducting interviewing stakeholders, conducting JAD sessions and participatory Design Sessions involving major leads from the Technical Department.
• Documented and Prioritized Business and Functional Requirements.
• Data analysis and reporting using MS Excel, crystal reports, and MS Access.
• Captured and consolidated metrics. Created, deployed, and socialized analytics dashboard.
• Documented and Prioritized Business Requirements.
• Provided Collections details by creating Monthly Dashboard, statistical reports and graphical charts using SAS Analytics and Excel
• Prepare system requirements specifications and business requirements.
• Increased ROI by creating compelling sales pitches with metrics with Experian Hitwise
• Defined Functional Requirements, use cases, and user stories.
• Extensively used MS Excel and MS Power point for documenting, reporting, and communicating to both inside and outside project team members. Data analysis and reporting using MS Excel, crystal reports, and MS Access.
• Documented and Prioritized Business Requirements.
• Defined Functional Requirements, use cases, and user stories.
• Extensively used MS Excel and MS Power point for documenting, reporting, and communicating to both inside and outside project team members.
• Helped clients in developing and implementing marketing analytics solutions including Omniture, for their websites.
• Created UML based diagrams such as, Use Case and Activity diagrams using MS Visio.
• Involved in reviewing page schematics and provided inputs to the development of interaction diagrams.
• Implemented the project around Rational Unified Process (RUP) methodology.
• Assisted the Project Manager in preparing the Project Development Plans. Also helped in identifying and tracking Project Issues and Risks.
• Participated in database design and development as well as report design and development, testing plan co-development and quality assurance.
• Developed Business Requirement Document and Use Cases Specification for various Use Cases.
• Created prototypes / wireframes using Dreamweaver.
• Created test cases and test plans in collaboration with QA team and coordinated UAT.
• Generated reports, dashboards and future insights using web trends data.

Confidential, San Francisco, CA

Web Business Analyst

Responsibilities:

• Gathered the business requirements by conducting interviewing stakeholders, conducting JAD sessions and participatory Design Sessions involving major leads from the Technical Department.
• Conducted market research and analysis in order to recommend the web solution to the clients.
• Data analysis and reporting using MS Excel, crystal reports, and MS Access.
• Documented and Prioritized Business Requirements.
• Extensively used MS Excel and MS Power point for documenting, reporting, and communicating to both inside and outside project team members.
• Develop business requirements for new or changes to existing application features.
• Helped clients in developing and implementing marketing analytics solutions including Omniture, for their websites.
• Used Experian Hitwise to monitor online social trends
• Used Maxymiser to optimize the user experience on website.
• Captured and consolidated metrics. Created, deployed, and socialized analytics dashboard.
• Prepared Data modeling and Data mapping document for data elements and data cleansing that were used for current and new systems in MS-Excel.
• Worked on Ecommerce project inception, strategy and delivery. Responsible for successful delivery of e-commerce projects on time and within budget.
• Produced series of MS Visio/MS Excel reports, Data Dictionaries.
• Managed requirements from system users and preparation of business requirement documents using JIRA that provided appropriate scope of work for technical team to develop prototype and overall system.
• Created UML based diagrams such as, Use Case and Activity diagrams.
• Involved in reviewing page schematics and provided inputs to the development of interaction diagrams.
• Implemented the projects around Agile and Waterfall methodology.
• Assisted the Project Manager in preparing the Project Development Plans. Also helped in identifying and tracking Project Issues and Risks.
• Created prototypes / wireframes using MS Visio.

Confidential 

Junior Mobile Analyst

Responsibilities:

• Develop and maintain reports, dashboards, and scorecards for mobile unit using Omniture Sitecatalyst and Google Analytics Reporting Tools.
• Created IBAI (Insights, Business Action, Impact) business model for mobile to change the trend from clickstream analysis to action oriented analysis.
• Implemented and configured the new SDK for Sitecatalyst (Omniture) to track the performance over web.
• Provide detailed qualitative and quantitative analysis on campaigns and mobile traffic including web app and native app through the use of Adhoc (Discover), report builder and Omniture Sitecatalyst.
• Involved in setting up goals tracking, campaign management and UI/UX designs for both web and native app in various tools as Sitecatalyst, Google Analytics and Invision etc.