SUMMARY:

• Over 8 years of experience in Data Insights and Web analytics
• Experience in online and offline data insights generation using SQL, PL/SQL and web services.
• Experience in data computations and insights generation using big data tech stack including Hadoop, Druid, Hive and Presto.
• Experience in real time data collection and insights using Instrumentation, Kafka, Elastic Search and Kibana.
• Hands on experience working on Tableau (Desktop, Server, Reader), creating advanced insights using different functionalities.
• Hands on experience implementing tags using Adobe Dynamic Tag Manager (DTM).
• Strong experience in ad - hoc and recurrent dashboard automations using MS Excel, Pivots and VBA Programs
• Strong experience in implementing enterprise web analytics solutions using Omniture, Visual Science, HBX, Google Analytics and Webtrends
• Strong experience in online visitor intelligence / behavior, tracking/tagging, SEO/SEM analytics, campaign management, targeting, categorization/taxonomy
• Strong experience generating and presenting KPIs and BI reporting dashboards for senior management, mid-level strategists and tactical teams
• Experience in analysis of paid search keyword ROI and landing page performance
• Experience in all stages of the web application development lifecycle Including Strategy, Requirements, Design, Development, Testing and Implementation
• Strong experience in web site tracking using log files, tags and sensors
• Experience in analysis/tagging web sites, portals and web 2.0 technologies using JavaScript
• Strong experience in analyzing e-commerce websites, sessions replays, fallouts, path analysis
• Experience in search optimization (SEO) using Optimost, Google page optimizer
• Strong experience in custom work space generation and reports builder
• Experience in top line metrics, geo/demo analysis, client side technologies, path analysis, scenario analysis, funnel conversions/abandonments and segmentation analysis
• Strong experience in campaign management, marketing dashboard
• Experience in audience profile analysis that includes the demographics, geographies and interest category segmentations.
• Experience in building top viewers and top clicker profiles on corporate web sites and campaigns.
• Experience in A/B, multi variant testing and geo/demo/profile targeting
• Experience in measuring lift in display campaigns using search campaigns and keyword lists.
• Experience in tracking of various display campaigns, exit links, vanity URLs, SEM
• Experience in organic and paid search management
• Experience in analyzing data from the enterprise data / marketing warehouse using analytics tools
• Strong time-management and planning skills, with the ability to manage multiple projects working within a cross functional team environment.
• Experience in agile methodologies like SCRUM

TECHNICAL SKILLS:

Web Analytic Tools: Adobe Analytics (SiteCatalyst), IBM Digital Analytics (Coremetrics), Webtrends and Google Analytics

BI Tools: Tableau desktop / Tableau Server, Qlikview, Business Objects, SAS

Big Data Tools: Hadoop, Hue, Hive, Kafka, & Presto

Database Systems/Tools: SQL Server, Oracle, Microsoft Access, TOAD

Programming Languages: JAVA, SQL, PL/SQL, R

Web/SEO/SEM Analytic Tools: Omniture, HBX, Visual Science, ClickStreamDisplay/Search Campaign Management: MediaMath, DoubleClick, RightMedia

Tagging: Adobe Analytics/DTM, IBM Coremetrics/DDX, Webtrends, Signal (BrightTag), Google Analytics.

Agile Methodologies: SCRUM

Project Management: Microsoft Project, PowerPoint, Excel

Scripting Tools: VB Script, Java Script

Web Designing: HTML5, JAVASCRIPT

Web/Messaging Servers: IIS, Apache, Tomcat

Communication Protocols: SOAP, REST, Web Services

Operating Systems: Windows, UNIX, Linux

WORK EXPERIENCE:

Confidential, CA

Sr. Digital Analyst/ Big Data

Responsibilities:

• Worked on data collection, transformations and automations
• Worked with the largest data sets in enterprise business.
• Implemented analytics tags/3rd party tags in Adobe Dynamic Tag Management (DTM) for their global websites using proper DTM Mapping and creating Data Layers.
• Creating custom JavaScript logic for implementation when needed.
• Created Segments, custom metrics, configured custom eVars, props, lists and events in Adobe.
• Troubleshooting tags through DTM, developer tools, and Adobe analytics.
• Worked on analytics queries for retrieval of data from Hadoop and Presto.
• Created Segments, custom metrics, configured lists.
• Responsible for page, event level tagging and analytics
• Design and developed Insights and visualization solutions.
• Worked on building advanced insights using enterprise data sources
• Worked on insights server performance tuning for optimization.
• Administer user, user groups, and scheduled instances for reports
• Hands-on development assisting users in creating and modifying worksheets and data visualization
• Defined best practices for analytics development.
• Designing and Developing insights for various ROI metrics.
• Insights automations for Daily/Weekly/Monthly views
• Created visuals for workflow optimization using custom non-native charts such as Radar Graphs and Control Charts
• Developed insights to perform year over year, quarter over quarter, YTD, QTD and MTD type of analysis.
• Responsible for lead the way in leveraging unstructured data for predictive modeling and decision-making.
• Help build a predictive product and inform features at the ground level.
• Involved in enterprise web analytics support

Confidential, CA

Data Analyst

Responsibilities:

• Responsible for Confidential products and Services deep-dive web metrics analysis.
• Involved in data integrations and analytics using SQL, ETL, web services.
• Responsible for generating SEO, SEM, PPC reports for the search group.
• Involved in customer, partner marketing data analysis using in-house DataMart.
• Responsible for monthly dashboard automations.
• Defined actionable key performance indicators (KPI) to support business goals.
• Involved in page traffic analysis that measures and generates statistics about company web pages, including page views, unique users, sessions, bounce rate, retention rate, time spent, etc…
• Responsible for banners, spotlights and videos click event analysis.
• Involved in reports setup, automations, alerts and emails.
• Involved in deep-dive analysis of Landing Pages.
• Involved in user segmentation reports generation.
• Involved in reports generation for path, funnel analysis of the web sites.

Confidential

Data Analyst

Responsibilities:

• Designed and developed reporting dashboards to analyze web activity/clickstream data using Web analytics and BI tools.
• Designed and configured custom reports, segments and filters for deep dive data analysis.
• Responsible creating ad-hoc reports in SAP business objects.
• Analytics requirements gathering, tagging design, validation, data reporting and analysis using Adobe Analytics (SiteCatalyst).
• Responsible for creating PPC, Display and SocialMedia campaign dashboards.
• Responsible for creating Internal Search dashboards.
• Web analytics reporting framework design, implementation and validations.
• Provided detailed web data layer specifications for web analytics projects.
• Managed web analytics tags in Adobe DTM, IBM DDX, BrightTag (Signal).
• Defined key performance indicators to measure performance of web optimization projects.
• Designed and developed test cases to validate web analytics tagging in QA, Load and Production Environments.
• Validated web analytics tagging in QA and Production environments.

Confidential, CA

Web Analytics Consultant

Responsibilities:

• Involved in web analytics requirements gathering and generation
• Involved in data integration from online and offline data sources
• Responsible for analytics presentations to marketing managers and site strategists
• Involved in automating the monthly, quarterly campaign metrics and KPI dashboards
• Involved in ad-hoc campaign analytics reports generation.
• Involved in custom reports, dimensions and custom metrics setup
• Involved in tagging campaigns, exit links, vanity URLs and SEM
• Involved in e-Commerce sales and marketing analytics dashboards
• Involved in reports setup, automations, alerts and emails
• Extensively involved in A/B and multi variant testing.
• Involved in demographic and geographic breakdown of users, streaming media statistics.
• Involved in conversion analysis, funnels, what’s driving critical success events, and how different segments of visitors interact with the web site.
• Involved in cross-property reports which describes the overlap in users between the selected category and other category on the network
• Involved in custom scorecard and dashboard analysis for company network trends and top property trends.
• Involved in the funnel analysis which provides conversions and abandonment activity between contiguous steps, as well as for the entire funnel.
• Involved in registration and product purchase process flow analysis.
• Responsible for generating the behavioral/geo/demo targeting segmentations
• Involved in web 2.0, social networking analysis
• Involved in search engine optimizations, SEO/SEM/PPC analysis
• Extensively Involved in Social Media optimizations.

Confidential, CA

Web Analyst

Responsibilities:

• Involved in search and content analytics
• Responsible for page, event level tagging and analytics
• Involved in enterprise web analytics support
• Involved in support for web sites traffic collection, integration and reporting
• Involved in resolving data quality issues
• Involved in quality assurance and unit testing of the java script tags
• Involved in multi variant and A/B testing.
• Worked with vendors for custom dimensions and custom metrics generation
• Involved in communicating with marketing strategists and generated custom reports and advanced insights
• Involved in web traffic and campaign management analysis
• Involved in custom reports setup for search click lift and volume lift for display and search campaigns
• Involved in BI dashboards generation and monthly decks for presentations