Ramya Sheela Rajendran

469-***-****, E-mail: ad0qdg@r.postjobfree.com

I am an enthusiastic, creative and analytical minded professional with 9 years of total IT experience and over 5 years of progressive experience in multiple aspects of web and Digital Analytics. I have worked with global clients, helped them make data driven decisions, and get most out of their analytics and marketing technology investments. Have a good understanding of online user behavior and online business models.

SUMMARY

•Building Digital Analytics Framework, Web Analytics implementation and auditing.

•Worked on Following Domains - Banking and Insurance, Communication, Automotive, Travel & Hospitality.

•Expertise in creating Successful Marketing, Analytics and Personalization strategies for clients.

•KPI identification, Maintained Solution Design Reference (SDR) and technical specifications documents for site tagging and data layer

•Data integration, Dashboard creation and Reporting.

•Visitor Segmentation, User Behavior Analysis.

•Digital Marketing Strategy, Business Analysis, Competitor Analysis, Vendor and Client Management, Business Development.

•Extensive knowledge in various Digital Analytics and Marketing tools like Adobe Analytics, Google Analytics 360, Adobe Launch, Google Tag Manager, Adobe Target, Google Optimize,Adobe Audience Manager

•Handled Analytics projects across site tag implementation, QA and debugging.

TECHNICAL SKILLS

•Web Analytics Platforms/Tools: Adobe Analytics (SiteCatalyst), Google Analytics.

•Tag Management Solutions(TMS): Adobe Launch, Tealium iQ, Google Tag Manager.

•A/B Testing and Multivariate Tools: Adobe Target, Google Optimize.

•Reporting Tools: Tableau Desktop, MS Power BI, Google Data Studio, MS PowerPoint, Excel

•Data Management Platform (DMP Tools) : Adobe Audience Manager.

•Web Technologies : HTML, CSS, JavaScript

•Database : Oracle 10g/11g, DB2, SQL

•Operating System: Windows Family, UNIX flavor, AIX, Linux.

•Ticketing Tool: HPSM, Remedy, CMS, CST, JIRA, Zoho

CERTIFICATIONS

•Project Management Professional (PMP)

•Adobe Analytics Business Practitioner.

•Google Analytics Individual Qualification.

•Google Analytics Certification.

•Google Ads Search.

•Google Tag Manager Fundamentals.

•Tealium iQ – Basic Exam

•Professional Scrum Master.

•ITIL Foundation Certificate in IT Service Management.

PROFESSIONAL EXPERIENCE

MSC Industrial Supply Co

Consultant – Remote

Apr 2023 – Till Date

Responsibilities:

•Building ad hoc Workspace dashboards for deeper insights.

•Web marketing and web product management and web analytics using Adobe Target and Adobe Analytics, content square.

•Conduct stakeholder meetings for ideation, prioritization, and optimization.

•Setting A/B, Multivariate, personalization test using Adobe Target.

•Segmentation, Calculated metric creation.

•Saint file classification.

•Baseline calculation to determine test duration using Adobe target sample calculator.

•Quality assurance using adobe experience cloud debugger, developer tools like omnibug, observepoint tag debugger, mia prova and other proprietary tools.

•Post test Analysis to determine statistical significance, minimal detectable effect, confidence interval, P value and lift.

•Set up web journeys, build action sets.

•Interpreting audit results and communicate to agile pod with those results

•Conduct target test result readout sessions to stakeholders using microsoft PowerPoint decks.

•Recommend, strategize next steps as per A/B, MVT, personalization test results.

•Coordinate offshore developer team for AB test build, ensuring successful implementation in cases where cookie and template creation are utilized.

•Develop SharePoint documents to enhance cross-team visibility and serve as training resources.

•Jira ticket creation and monitoring, document project requirements, architectural details using confluence.

•Tools and Platforms: Adobe Analytics, Adobe Target, HTML, CSS, JS, Jquery, Content square, Microsoft PowerPoint, Power BI, Microsoft excel, Omnibug, observe point, Adobe experience cloud debugger.

Autodesk

Web Optimization Analyst – Remote

Nov 2022 – Feb 2023

Responsibilities:

•Web focused and customer centric web optimization.

•Web marketing and web product management and web analytics using Adobe Target and Adobe Analytics, content square.

•Conduct stakeholder meetings for ideation, prioritization and optimization.

•Setting A/B, Multivariate, personalization test using Adobe Target.

•Baseline calculation to determine test duration using Adobe target sample calculator and other tools like optimizely.

•Quality assurance using adobe experience cloud debugger, developer tools like omnibug, observepoint tag debugger,mia prova and other Autodesk proprietary tools.

•Post test Analysis to determine statistical significance, minimal detectable effect, confidence interval, P value and lift..

•Dashboard creation and data reporting.

•Conduct target test result readout sessions to stakeholders using microsoft PowerPoint decks.

•Recommend, strategize next steps as per A/B, MVT, personalization test results.

•Jira ticket creation and monitoring, document project requirements, architectural details using confluence.

•Tools and Platforms: Adobe Analytics, Adobe Target, HTML, CSS, JS, Jquery, Content square, Microsoft PowerPoint, Power BI, Microsoft excel, Omnibug, observe point, Adobe experience cloud debugger.

Volkswagen

Digital Analyst – Remote

Feb 2021 - Oct 2022

Responsibilities:

•Managed digital analytics implementations and reporting for various VW properties (main website and other micro-sites).

•Created and updated the solution mapping with the available variables - capture the respective data which matches the requirements.

•Optimized data collection procedures, worked with developers to troubleshoot data layer related issues.

•Worked closely with the global VW team in unifying digital analytics SRDs across different regional and brand properties.

•Tracking myVW user journeys relating to vehicle ownership, connected vehicles, service plans and other features to improve user experience.

•Build dashboards using analysis workspace and present them to executive stakeholders.

•Day to day responsibility in managing tags using Adobe Launch and Google tag manager

•Validating Web Analytics data through debugging tools such as Adobe Experience Cloud Debugger and Chrome Developer tools.

•Managing reports in Google Analytics business requirements.

•Implement marketing pixels tags and campaign tags using GTM.

•Tealium iQ tag management

•creating data layer variable (UDO, FP Cookie, Querystring, Dom, Meta, JS) and common variables

•QA via Utag Debugger

•Used Web Companion to check iQ tag management installation, inspect data on site, create and test new configurations.

•Creating load rules, extensions and vendor tags.

•Tools and Platforms: Adobe Analytics, Adobe Target, Adobe Audience Manager, Tealium iQ, Utag Debugger, Web Companion,Google Tag Manager, Omni bug, Observe point, Adobe Experience cloud debugger, Google Analytics, HTML, CSS, JS.

Ford Motor Company

Digital Analytics Specialist- Contractor

Detroit, MI

March 2019 to Jan 2021

Responsibilities:

•Managed digital analytics functions for the Ford Digital Marketing team.

•Configure variables in Adobe analytics admin interface as per SDR updates.

•Interact with 3rd party agencies on the tag implementation guidance and creation of reports, dashboards.

•Evaluated site performance and delivered recommendations in collaboration with cross-functional teams.

•Migration of analytics and marketing tags from Adobe DTM to Adobe Launch.

•Perform periodic tag audits to ensure accuracy in analytics reporting.

•Analytics testing - Analyzing all the tags as per the implementation and user stories.

•Worked closely with the testing team on automating analytics testing using Selenium.

•Work with a personalization team on A/B and Multivariate tests and provide reporting through A4T.

•Tools and Platforms: Adobe Analytics, Adobe Target, Adobe Audience Manager, HTML, CSS, JS.

Western Union

Web Analyst

Denver, CO

Dec 2017 to Feb 2019

Responsibilities:

•Understand & gather business requirements and create SDR.

•Work with business stakeholders and analysts to understand the problem and suggest

•solutions to track efficiently.

•Explaining SDR to developers to add tags in web pages to enable tracking.

•Creating web properties, rules, events and setting up eVars, props in DTM.

•Build out analytical KPI reports and solutions to enable marketing analytics.

•Debug the tags using tools like Omnibug, Digital pulse debugger, ObservePoint, etc.

•Create business reports on traffic, conversion and other online customer behavior metrics and provide in-depth insights to drive action.

•Tools and Platforms: Adobe Analytics, Adobe Target, Adobe Audience Manager, HTML, CSS, JS

eClerx

System Engineer

India - Feb 2012 to July 2016

Responsibilities:

•Involved in Web application development for Travel agency, used across internal and external stakeholders across the US and Caribbean.

•Played a role in gathering information, data and samples to test them and find the best data structure, algorithm or library to use for the requirement.

•Extensively involved in bug fixing, blocker removals and working on story points. Work on the Low Level and High-Level Design Documents.

•Worked on SDLC methodologies like Scrum (Sprints) involved in the development of the project. Working closely with the Dev, QA and Prod team.

•Tools and Platforms: HTML, CSS, JS, jQuery, Git, Microsoft Visual Studio, GitHub

EDUCATION

•Bachelor’s of Technology (B. Tech) in Information Technology from University of Kerala.

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