Web Analytics and Site optimization Analyst

Venkata Pooja

Digital Analytics & Content Personalization

Professional Summary:

Skilled professional expertise across Digital Analytics and Content Personalization with experience of 7 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.

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