adobe analytics
Resume:
Venkata Poojitha Vasamsetti
Web, Digital Analytics & Content Personalization
*******************@*****.***
Professional Summary:
●Skilled professional expertise across Digital Analytics and Content Personalization with experience of 6 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
●Have experience working with Adobe Analytics, including proficiency with Adobe tag management systems like Adobe Launch and DTM.
●Skillfully design, develop, and implement Adobe tag management solutions for web, mobile, and app platforms.
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: Sept 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
●Developed and maintained custom reports and dashboards using tools such as Google Analytics (GA360, GA4).
●Manage Universal Analytics to GA4 migration for multiple websites.
●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.
●Conducted in-depth keyword research using industry-leading tools to identify high-potential keywords and phrases, optimizing content for maximum search visibility.
●Collaborated with design and content teams to implement CRO strategies, optimizing landing pages and user flows to convert organic traffic into leads or sales.
●Optimized websites for mobile devices, ensuring responsive design and fast loading times, contributing to higher mobile search rankings and better user experiences.
●Build and manage a marketing dashboard that portrays key performance indicators for campaigns and different marketing channels using Adobe analytics and Tableau.
●Devised comprehensive SEO strategies tailored to specific websites, resulting in consistent improvement in organic search rankings and increased website traffic.
●Successfully integrated Contentsquare platform for both web and mobile platforms, leveraging Adobe Launch.
●Utilize Contentsquare tools such as Zoning Analysis, Journey Analysis, and Workspace to create and analyze dashboard data.
●Familiarity with back-end cloud technologies, specifically Google Cloud Platform, including Big Query, Looker, and Storage.
Role: Web Analytics consultant
Employment: Contractor
Employer: Illinois department of transportation (IDOT)
Tenure: Aug 2019 - July 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.
●Developed end-user resources for Google Analytics Dashboard Features.
●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.
●Executed successful off-page SEO campaigns, building high-quality backlinks from authoritative websites to increase domain authority and boost organic rankings
●Managing reports in Google Analytics (GA360, GA4) 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.
●Implemented robust security measures to fortify websites against cyber threats, hacking attempts, malware, and potential data breaches.
●Conducted regular security audits and vulnerability assessments to maintain a secure online environment.
●Demonstrate a deep understanding of Tag Management System Architecture and Cloud-based information systems.
●Excel in debugging and troubleshooting using tools like Adobe Experience Cloud Debugger, Omnibug, and Contentsquare Extension.
●Leverage APIs for reporting automation to streamline analytics processes.
Role: Web Analyst
Employment: Contractor
Employer: East west Bank, Pasadena, California
Tenure: Sep 2017 - Dec 2018
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.
●Developed and executed effective local SEO strategies, resulting in improved visibility in local search results and increased foot traffic for brick-and-mortar businesses.
●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.
●Analyzed data from tools like Google Analytics and Search Console to measure the impact of SEO efforts, adjusting strategies based on insights to drive continuous improvements.
●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.
Education:
Graduation in Computer Science from Gitam University, India
Masters in Computer Science from University of IL, Springfield.
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