Adobe Analytics Web

Laxmi Reddy

Sr Adobe Analytics Consultant

503-***-**** *.*******@*****.*** Dallas, Texas

AREAS OF EXPERTISE

Analytics Tools:

Adobe Analytics campaign

Adobe Adhoc (Omniture Discover)

Google Analytics

Audience Manager

Tag Management Solutions: Google Tag Manager (GTM)

Adobe launch, Tealium IQ

Adobe Experience Platform Dynamic Tag Manager (DTM) DTM Launch

Debugging Tools:

Charles, Fiddler

Observe Point

Omnibug

Adobe experience cloud debugger

Chrome dev tools

Activity map

Languages and Scripting:

SQL, PL/SQL

HTML

JavaScript

jQuery

XML

UNIX Shell script

Methodologies:

Agile/Scrum

Project Management:

HP Quality Center, JIRA

Operating Systems:

Windows, iOS, Linux

Education:

Master’s:

MCIS (Southern Arkansas University 2022)

Bachelor’s:

Bachelor’s in mechanical engineering (JNTUH, India 2016)

PROFILE SUMMARY

Overall, 8 years of experience in Adobe Analytics and data visualization concepts, tools, and practices using Omniture/Site Catalyst, and Google Analytics.

Worked as Web Analytics consultant with expertise in handling projects and working on design, development, and implementation.

Worked on Adobe Analytics, Google Analytics, Web Trends, Adobe Test & Target, Enlighten Enterprise Tag Management, DTM, GTM, and Clickstream.

Hands-on experience with designing and documenting analytics tracking for digital platforms including web and mobile apps (Adobe Mobile SDK).

Involved in providing end-to-end Web Analytics services from tech spec, implementation, reporting, analysis & business strategy (optimization).

Working knowledge in Adobe Test & Target.

Solid understanding of Excel, DoubleClick, and Tableau.

Managing analytical tag migration program from legacy to new tag management systems (DTM).

Site optimization through bivariate (A/B) and multivariate testing with Optimizely and Google.

Create A/B, Multivariate tests, and Experience Targeting campaigns in Target to provide personalized content to the site visitors based on business rules.

Build and monitored KPI dashboard/reports for all channels, providing detailed business analysis closely with the e-Commerce and platform development teams to prioritize, implement, test, and optimize tracking solutions.

Created custom Analytical reports (i.e., SEO, SEM, social media) and worked on A/B testing for all global websites, campaigns/projects, and external relations.

Strong Knowledge of SDLC methodology, AGILE and project life cycle, Requirements Gathering, Design Specifications, and Process Flow Documentation.

Experience with current Web technologies (HTML 5, CSS, CSS Layout, CSS text, CSS Frameworks JavaScript) and Web Analytics testing to ensure all required tagging and metrics were appropriately developed and implemented.

Expertise in all MS Office tools such as MS Excel, MS PowerPoint, MS Visual Studio, MS Word, Microsoft Access, and Visio, using Pivot tables and VLOOKUP functions.

Western Union. July 2022-Current.

Sr. Adobe Analytics Consultant. Denver, CO.

Responsibilities:

Leveraging various reporting tools within adobe analytics such as analytics workspace, Ad hoc analysis, report builder, and data warehouse.

Identify, define, and implement meaningful key performance indicators across all digital platforms.

Monitor KPIs and create a custom dashboard to tell stories and present results to upper management and other stakeholders within the organization.

Make use of plans and estimates for new and existing customers in the domain you will cover.

Deliver regular, high-quality insightful reporting that helps the business make timely data-driven decisions.

Creating users inside Adobe Marketing Cloud.

Creating user groups and allocating access to different features/modules as per the description of the user group.

Configured Tags, and variables (events/s.code/eVars) using Adobe Dynamic Tag Manager and Adobe Analytics script into the webpage to capture the Visitor matrix during run time.

Used Adobe Dynamic Tag Manager to implement third-party marketing tags (DoubleClick, Floodlight, Facebook, LinkedIn, etc.), data layers, and selected site functionalities.

Understand all aspects of Adobe Analytics (Site Catalyst) implementing tags, plug-ins, server call types, cookies, Site Catalyst variables, Link Tracking, JavaScript, HTML, etc.

Perform QA for the tags implemented and validate the data flow to Adobe Analytics, DoubleClick campaign manager, and Facebook reports using their reporting interface as well as Charles debugging proxy.

Drafting the requirements per agreement with the Business stakeholders.

Identifying the best tag management tool to leverage to implement Adobe’s analytics solutions as per the size and type of requirements.

Preparing the solution design document with all the predefined and custom variables and events and their configurations available in Adobe Analytics as per the requirements.

Identifying the data layer dependency and creating schema with relevant examples and criteria.

Preparing the Technical Specification Document with all the details to enable adobe analytics solution for each requirement.

Identification of best practices and documentation of acceptance criteria for the hassle-free sign-off process.

Creating report suites inside Adobe Analytics as per the requirements and reporting goals.

Creating properties inside the Tag Management tool and integrating them with the website as per Adobe guidelines.

Configuration of analytics tool in Tag Management tool and creation of data elements and rules as per the requirements.

Identifying the reporting requirements and format for dashboards/reports. presentation documents.

Documenting the guidelines to use different reporting tools such as Workspace, Report Builder and Ad hoc analysis, Data Warehouse, etc.

Creating daily, weekly, monthly, and yearly roll-up reports.

Managed utilization of web analytics tools and served as a point of contact to product managers, technology, marketing, and other stakeholders. Educate and train end-users in web analytics and data analysis.

Scheduling the reports for the required audience to automate the reporting process.

Demonstrating the Dashboards with the help of PowerPoint presentations to get better insights into the data.

Environment: Adobe Workspace, Adobe Launch, Microsoft Excel, Word, PowerPoint, HTML, JavaScript.

AARP. Feb 2022 – Jul 2022.

Sr. Adobe Analytics Consultant. Washington, D.C.

Responsibilities:

Worked with the Web Analytics team in the role of Digital Analyst for Adobe Analytics tagging implementations.

Develop and maintain Adobe Analytics implementation processes and guidelines documentation.

Increased overall knowledge of broader Adobe Digital Marketing Cloud, expanding on deep Analytics knowledge to augment with expertise on additional solutions.

Design and implement Adobe Analytics JavaScript tags, defining VISTA rules, Segmentation, Processing Rules, etc.

Setting up Global Tagging / Page Tagging Rules, Event Tracking / Custom Tracking Rules based on the requirement for page elements.

Provided secondary testing and validation of tags.

Provided training and advice on tagging approaches.

Triaged and resolved tagging-related data quality issues and worked on a resolution.

Provided strategic and actionable recommendations based on the website Analytics data to improve conversion rates, drive self-service usage, and decrease operational costs.

Web Analytics and Omniture data/Pages testing with digital pulse debugger for analyzing gaps, JavaScript errors, broken links, implementation, validation, and auditing services on semantic, restore services, and cloud sites.

Worked on an agile platform, delivering daily status updates regarding the project timelines as well as participating in release planning and monitoring tagging implementations once the project goes live.

Created Data Layer, Load Rules, implementing custom extensions and plugins through Tealium (TMS) to pullover identifiers & user interactions from a website and map the data to Site Catalyst for reporting and analysis.

Implemented Third Party Analytics tools and Pixel tags through Tealium. Google Analytics, Floodlight, Facebook Pixel Tags, and Ad Server Pixel Tags.

Using Adobe Analytics Suite (Reports & Analytics interface, Analytics Workspace, and Data warehouse) to measure, track and optimize user interaction through segmentation, event tracking, conversion funnels, path browsing, and heat mapping.

Worked on Adobe Target implementation and performed A/B testing campaigns to increase conversion rates and maximize user experience.

Worked on creating the activity and determining the effects of the activity across different segments.

Calculate the sample size of the activity and understand the reports based on activity type.

Worked on target profile scripting in tracking the size selection by the user.

Assigning different audiences to A/B tests for accurate results and working on Presenting the Activity results and making recommendations based on the results.

Performing multi-channel analysis by integrating and analyzing large operational, transactional, marketing, web, email, mobile, tablet, and research data to create a customer-centric view of data to drive customer acquisition and retention strategies.

Site optimization through bivariate (A/B) and multivariate testing with Optimizely and Google.

Good knowledge of eVars, Props, Success events, SAINT & Rule-based classification.

Use of multiple tools and data sources to build insightful and easy-to-interpret visualizations using Power BI.

Blended data to provide the most granular level breakdown and roll-up to supply reports from business unit partners.

Built insightful visualizations and dashboards in Power BI.

Environment: Analytics Workspace, Adobe Target (Adobe Test & Target), Power BI.

TechnipFMC. June 2017 – July 2021.

Business Analyst. Hyderabad, India.

Responsibilities:

Responsible for gathering high-level requirements from the business and marketing team and developing analytics design and implementation documents.

Worked on End-to-End Adobe Analytics solution design, development, support, testing, and data analysis.

Defined SDR and configured Tags, and variables (eVars/Props/events) using Adobe Dynamic Tag.

Developed Traffic Reports (Site, Visitor, Segmentation), Path Reports (Page reports, Entries, and exits) and Conversion reports (Purchases, Custom events, Campaigns reports, etc.) using Report Builder.

Implemented Adobe Mobile Analytics to capture sessions, OS, Versions, devise, and location metrics of mobile users and send intelligent Email, SMS based campaign alerts.

Designed and implemented data layer in Dynamic Tag Manager to simplify and manage tags sending data in a structured way to Web Analytics, Double Click, Test & Target tools.

Generated Metrics on Bounce Rate, Visit Duration, Click Through Rate (CT), and Average Organic Page Ranking and demonstrated to the executive team opportunities for improvement.

Used to develop and implement non-Adobe analytics site functionalities such as 3rd-party tags and Data Layers.

Built executive dashboards for the leadership team with the conversion KPIs & also involved in building/ scheduling dashboards for the middle management to provide them with a snapshot of the business.

Performed A/B testing, and page optimization based on target segments using Adobe Test and Target increasing conversion rates and maximizing user experience.

Performed A/B and multivariate testing on emails to increase email performance.

Worked with the Testing/QA team to debug/test the web analytics tags.

Worked in Agile Methodologies and used JIRA as a management tool and Team Foundation Server for issue tracking and configuration management.

Working with the front-end team to add the response to the existing APIs and ensuring that the PII data is not captured.

Managing business expectations appropriately and keeping projects on schedule and within scope.

Assisting the QA team in their validation for the rules set, tags specified, and data layer.

Site optimization through bivariate (A/B) and multivariate testing with Optimizely and Google.

Environment: Adobe Report Builder, Adobe Marketing Cloud – Adobe Analytics (Omniture Site Catalyst), and Analytics Workspace.

Cube Fore Solutions Pvt Ltd. April 2015 – May 2017 Web/Data Analytics Developer. Hyderabad, India.

Responsibilities:

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 and automated Google Analytics dashboards for web performance statistics.

Led technical implementation of Google Analytics using Google Tag Manager.

Responsible for integration and setup of Web Properties, Google Tag Manager, Google Analytics, Apple App Analytics, Double-click, and other tools.

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

Designed and developed Analytics project reports based on Dimensions, Metrics, and Channels.

Installed, configured, and customized the Shop E-commerce plugin to meet clients' needs.

Develop and maintain Adobe Analytics implementation processes and guidelines documentation.

Increased overall knowledge of broader Adobe Digital Marketing Cloud, expanding on deep Analytics knowledge to augment with expertise on additional solutions.

Design and implement Adobe Analytics JavaScript tags, defining VISTA rules, Segmentation, Processing Rules, etc.

Interact with development, marketing, and CTOs to provide implementation requirements. Identify enhancements to the Website based on usage and traffic patterns.

Developed and implemented Adobe Experience Platform Launch Service, including configuring &

deploying tags, managing rules and extensions, and integrating with various marketing technologies.

Monitored and analyzed data collected by Adobe Experience Platform Launch Service, providing insights and recommendations to improve website performance, user experience, and conversion rates.

Performed unit testing and end-to-end functional testing.

Documented the design documents and release notes.

Provided daily and weekly updates to team leads and managers.

Environment: Adobe Analytics Workspace, Adobe Analytics (Omniture Site Catalyst), Google Analytics.

Professional History

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