Venkata Pooja

Digital Analytics & Content Personalization

Email: ad4kiq@r.postjobfree.com

Phone: 469-***-****

Professional Summary:

●Skilled professional expertise across Digital Analytics and Content Personalization with experience of 8 years

●Worked with Content marketing and UI/UX teams to setup A/B tests and Site optimization campaigns in Adobe Target and Google Optimize

●Performed sizing analysis, lift % calculation and statistical significance analysis between control and treatments to find our best variant for site adoption

●Extensively worked on reporting in Adobe Analytics workspace via A4T (analytics for target) integration between Adobe Analytics and Target

●Created audience segments, profile scripts and HTML Offers in Adobe Target

●Utilized Adobe Experience Manager integration with Adobe Target to create and use content fragments for site optimization campaigns

●Strong analytical skills: ability to analyze raw data, draw conclusions, and develop actionable recommendations

●Advanced proficiency managing large datasets in Microsoft Excel, Tableau, or similar programs.

●Strong data interpretation and communications skills; ability to summarize and present complex findings clearly

Technical Skills:

Web Analytics: Adobe Analytics, Google Analytics 360

Content Personalization and Site Optimization Tools: Adobe Target, Google Optimize, Evolv AI

Tag Management Tools: Adobe Launch, Google Tag Manager (GTM)

Audience Segmentation: Adobe Audience Manager (AAM)

Business intelligence & Data viz: Tableau Desktop and Server, Google Data Studio, MS Power BI

Content Management Systems (CMS): Adobe Experience Manager (AEM), AEM Assets

Languages: HTML, CSS, JavaScript

Data Tools: MS Excel, Teradata Studio

Project Management & Documentation: Jira, Asana, Confluence

Professional Experience:

Role: Web Analytics and Site optimization Analyst

Employment: Contractor

Employer: MGM Resorts, Las Vegas, Nevada

Tenure: Dec 2020 – Till Date

Responsibilities:

●Work with content marketing and UI/UX teams to create hypothesis for A/B testing and Site Optimization

●Worked with Content marketing and UI/UX teams to setup A/B tests and Site optimization campaigns in Adobe Target and Google Optimize

●Performed sizing analysis, lift % calculation and statistical significance analysis between control and treatments to find our best variant for site adoption

●Extensively worked on reporting in Adobe Analytics workspace via A4T (analytics for target) integration between Adobe Analytics and Target

●Created audience segments, profile scripts and HTML Offers in Adobe Target

●Responsible for generating KPI’s for business requirements and Implementing Tags in Tag manager tools for better tracking.

●Manage delivery of monthly performance reporting to quantify the impact of marketing & business adjustments.

●Plan and manage various research projects and work closely with businesses and senior management to interpret findings.

●Build and manage a marketing dashboard that portrays key performance indicators for campaigns and different marketing channels using Adobe analytics and Tableau.

Role: Web Analytics consultant

Employment: Contractor

Employer: AT&T, Dallas Texas

Tenure: Mar 2019 - Nov 2020

Responsibilities:

●Support the web manager in creating web reports, defining/reviewing KPI’s, providing insights and suggestions into future enhancements.

●Responsible for developing and maintaining reference material and documentation, including user guide/help sites.

●Proactively identify and implement actions to improve traffic and reporting processes and overall accuracy in data.

●Knowledge of or familiarity with online marketing; measurement, ad serving, and media buying.

●Documentation relating to existing processes and suggestion / presentations for improving those processes.

●Contribute to an ongoing stream of analysis/hypothesis-based ideas for testing

●Identify A/B testing opportunities and analyze tests in conjunction with the testing manager and developers.

●Managing reports in Google Analytics business requirements.

●Implement marketing pixels tags and campaign tags using GTM.

●Debugging newly integrated tags to track appropriate data using Google tag assistant and Adobe experience cloud debugger.

Role: Web Analyst

Employment: Contractor

Employer: East west Bank, Pasadena, California

Tenure: Sep 2017 - Feb 2019

Responsibilities:

●Analyzes online user behavior, conversion data and the customer journey, funnel analysis and multi-channel attribution.

●Provides consultancy on campaign tagging and additional on-site tracking.

●Uses available data sources to deep dive and troubleshoot campaign performance issues.

●Spot’s potential to implement innovative new methodologies and improve analytical procedure.

●Performs ROI analysis to evaluate effectiveness of marketing campaigns (PPC, SEO, Display, Video, Social)

●Assists in educating business owners on the benefits of digital marketing and the importance of online measurement & conversion optimization.

●Performs ad-hoc analytics and conversion optimization for business owners and develops conversion optimization strategies with solid analytical data.

●Support the web manager in creating web reports, defining/reviewing KPI’s, providing insights and suggestions into future enhancements.

●Responsible for developing and maintaining reference material and documentation, including user guide/help sites.

●Proactively identify and implement actions to improve forecasting and reporting processes and overall forecasting accuracy.

●Knowledge of or familiarity with online marketing; measurement, ad serving, and media buying.

●Documentation relating to existing processes and suggestion / presentations for improving those processes.

●Contribute to an ongoing stream of analysis/hypothesis-based ideas for testing

●Identify A/B testing opportunities and analyze tests in conjunction with the testing manager and developers.

Role: Web Analyst

Employment: Contractor

Employer: Sutherlands, India

Tenure: Jun 2014 - Jul 2016

Responsibilities:

●Involved in Web analytics for gathering business requirements to implementation, testing, reporting, insights.

●Handled tag implementation for Adobe Marketing Suite using Tag Management (Adobe DTM) for various domains.

●Partner with Business and Technology teams to develop and communicate requirements for web projects and initiatives. Mentor development teams to implement tracking code correctly and adhere to best practices.

●Presented an enhanced version of Dynamic Tag Manager Analytics mobile SDK in iOS and Android mobile apps to automatically capture analytics data.

●Improved segmentation tracking implemented behavioural retargeting, and curated circulation of email campaigns.

●Debugging Analytics tags in tag manager using Google tag assistant, Charles proxy, etc.

●Gathering business requirements and implementing tags based on requirements to track data.

Education:

Graduation in Computer Science from Gitam University, India

Masters in Computer Science from University of IL, Springfield.

Contact this candidate