Ramya Sheela Rajendran

469-***-****,Email:adr6pc@r.postjobfree.com

I am an enthusiastic, creative and analytical minded professional with 8 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 taking data driven decisions, and get most out of their analytics and marketing technology investments. Have 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, Dash board 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, Google Tag Manager.

•A/B Testing and Multivariate Tools: Adobe Target, Google Optimize, Tableau Desktop, MS Power BI, Google Data Studio

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

•Web Technologies : HTML, CSS, JavaScript

•Datebase : Oracle 10g/11g, DB2, SQL

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

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

CERTIFICATIONS

•Adobe Analytics Business Practitioner.

•Google Analytics Individual Qualification.

•Google Ads Search.

•Google Tag Manager Fundamentals.

•Professional Scrum Master.

•ITIL Foundation Certificate in IT Service Management.

PROFESSIONAL EXPERIENCE

Volkswagen

Digital Analyst – Remote Feb 2021 - Till Date

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.

•Validating A/B tests and MVT tests which run on Adobe Target and other testing platforms.

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

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

•Tools and Platforms: Adobe Analytics, Adobe Target, Adobe Audience Manager, SQL, ContentSquare.

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 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 behaviour 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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