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Manager Data

Ellicott City, MD
May 16, 2020

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Srikanth Samudrala

**** ****** **** **


Ellicott City, MD, 20140



Experienced in Tag Management, data collection, implementation with 5+ years of working knowledge in Adobe/Digital Analytics/ Web development, CCPA. GDPR fields. Adaptable to fast paced changing environment specialized in digital transformation projects across desktop, mobile and tablet environments. DTM to Launch Migration.

Handled Adhoc Analytics reporting requests. Worked on integrating digital data from multiple sources using Adobe Analytics, Tableau, AWS, MicroStrategy, Report builder, Kibana.

Broad set of knowledge about analyzing SEO & PPC data, Email Campaigns, Heat maps, online user behavior, click stream data. Provided actionable insights by creating dashboards, Funnels, Segments and report builder reports.

Curious in analyzing KPI generated reports in key insights using data visualization tools like Google Charts, Workspace.

Software Skills

Adobe Tools: Adobe Analytics, Adobe Mobile Services, DTM, Launch, Target, Data-Feeds.

Data Visualization Tools: Tableau, Google Studio, R, Analysis Workspace, Google Analytics, Report builder

Database Languages: MongoDB, MySQL, Oracle 12c

Development Methods: Agile, Waterfall, JIRA, Confluence, Kanban

Web Technologies: HTML5, CSS, XML, AJAX, jQuery, JavaScript, React, Angular, SPA Pages, Track JS

Tools: VSCode, Observe point, Quantum Metrics, AWS EC2, S3, Tealium, Ensighten, WASP, Kibana, AEM

Programming Languages: C, C++, Java, Node


University of Cincinnati, Ohio 2016-2017

• Master of Engineering, Computer Science. GPA 3.6/4.0


Express, Columbus. Oct 2018 - Present

Sr. Web Optimization Developer

Superintend Design, Development, Implementations and Migration of digital analytics for all site tracking, reporting and testing across Web/Mobile/Kiosk Application platforms using Adobe Launch.

Extensively worked on transforming web/Mobile app properties from Adobe DTM to Adobe Launch and Google Tag Manager. Integrated Adobe Target with Adobe Analytics A4T Integration.

Handled Data Layer implementation requests and Digital Analytics Integration discussions for Web and Mobile apps.

Worked with AEM Authors and AEM/UI developers to integrate Adobe Analytics with AEM.

Conducted Stake holder meetings with UI/UX design teams to understand their requirements and build tracking for new features and designs. Performed Adhoc analysis and suggested changes on data collected from such designs.

Architected by-weekly Agile deployment strategies and standards for all Web Properties hosted on Legacy Adobe DTM and migrated them to Adobe Launch/Google Tag Manager.

Architected and implemented Adobe Analytics from the ground up for internal in-store SPA Applications.

Created and maintained detailed deployment guides, SDRs, BRDs, Taxonomy sheets for site analytics and 3rd party tags. Documented all guides in Confluence pages.

Used observepoint (Audits Journey’s Live Connect) as a data validation tool to validate Digital analytics and 3rd party pixel implementation. Handled CCPA User Data Deletion Requests in Adobe.

Pitched in various optimization techniques (A/B, Multivariate tests) to improve ROI based on Adhoc analysis in workspace, report builder and Tableau.

Built Digital customer Data Lakes & Data Warehouses by Automating Adobe Data Feeds Delivery to cloud services such as AWS, Google cloud.

Developed a Daily Data Validation process for digital analytics using Report Builder, MicroStrategy, Tableau, Excel and Kibana. Standardized Analytics implementation with a variance of 3% in Orders and key KPI’s.

Developed context data elements, Merchandising evars, Adobe Product variables (s.product) to extract valuable data from Mobile Apps (iOS & Android) .

Work with both internal and external stake holder groups such as Engineering, UI, Design (UX), Product, Dev-ops, Merchants, Marketing Content teams to determine KPI’s for new features and tracked their success.

Provide desktop and mobile application QA testing support to ensure analytics are firing consistently and in accordance with business requirements.

Led Tag Governing council and designed blueprint for data governance, cleaning and integrity. Held responsible for all site related data passed to vendors.

Optimized server calls usage by 11% and created an Adobe Analytics Workspace Dashboard to track server calls usage on all platforms.

VITAS Healthcare, Cincinnati. Oct 2017 – Oct 2018

Front End & Analytics Developer

•Requirements Gathering - Work with Digital Marketing team to understand business goals and needs. Collaborate with various team members to produce set of requirements to be used as the blueprint to analytics solution.

•Analytics Solution Design – Map, document and deliver the business requirement’s (KPIs) to technical solution design Document (SDR).

•Analytics Implementation - Configure and Architect Adobe Analytics instrumentation from bottom up to track desired dimensions and metrics required to effectively measure online business using Adobe DTM.

•Lead all Adobe DTM technology related activities like Tag Management, multi report suite, virtual report suite tagging, tracking campaign performance, form submits, button clicks and Integrating various Adobe Cloud Products.

•Analytics debugging and troubleshooting - Review analytics code, audit variables, DTM rules, 3rd party tags by using built-in browser tools, plugins (Adobe Debugger) and proxy software’s to validate successful data collection.

Communication – Maintained Agile project management using version one, participated in daily scrums to develop analytics. Responded to inquiries in a timely manner.

Designed UTM parameters and campaign IDs for various marketing campaigns. Tracked them based on query string parameters using Adobe DTM. Deployed Hotjar to generate Heat Maps of landing pages.

Tracked Mobile user’s data such as App Launches, Crashes, Retention Rate, Action Paths etc., using Adobe Mobile Services.

TravelTek Group, Hyderabad. Jan 2014 – Aug 2016

Junior Web Developer

•Designed and developed User Interface using CSS, HTML and JavaScript. Used JavaScript DOM manipulation and JavaScript event to generate the data result in UI.

•Developed different JQUERY components in MVC micro architecture framework which internally use various design pattern such as singleton, command, delegate, etc.

•Led technical implementation of Google Analytics using Google Tag Manager.

Implemented Google Tag Manager and Google Analytics on marketing sites, generated reports summarizing visitor’s traffic by location, New Vs Existing users, Bounce rates etc.

Performed unit testing and end to end functional testing

Certifications and other Activities

Google Analytics:

MongoDB for DBAs:

Vice President:





Certified Google Analytics Web Developer.

Completed Online certification course in MongoDB administration scoring 100th percentile.

Acted as a VP for Technical Organization Techno Pie.

Presented a paper on “Web Filtering Techniques”.

Completed an online certification course on Oracle Database Administration.

Presented a Technical seminar on “Security issues in cloud computing”.

Online Certification Course on Introduction to R for Data Science.

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