Ram Charan

adysrg@r.postjobfree.com

469-***-****

Web Analytics Consultant

Expert in Adobe® Experience Cloud - Adobe Analytics (Formerly Omniture SiteCatalyst), Adobe Launch Tag Manger, Adobe Dynamic Tag Manager (DTM), Adobe Target, Adobe Audience Manager and Adobe Campaign.

Expert in Google Analytics 360 suite - Google Analytics Premium, Google Tag Manager, Google Optimize

Experience in Tealium, Ensighten, HTML, JavaScript, JQuery, SQL Server

Summary:

Around 8 years of professional experience in Digital/Web Analytics handling projects involving Web Analytics implementation on Web and Mobile apps properties, Clickstream data analysis and validation

Extensively worked on Tag management systems such as Adobe Launch, DTM, Telium and Ensighten for implementing analytics and other marketing tags (Google, Doubleclick, Facebook etc.,).

Provided inputs and best practice recommendations on campaign tagging and additional on-site tracking in Adobe Analytics and Google Analytics

Worked on defining KPIs based on business requirements and mapping them with Adobe Analytics’ implementation methodologies such as Standard variables and Custom variables (eVar, Props) and Events.

Conducted deep-dive user behavior analysis and marketing attribution. Developed dashboards in Analysis Workspace, Report Builder (Excel) and Tableau

Developed personalization and optimization campaigns in Adobe Target by setting up A/B/n Test, Multivariate Test, Automated Personalization and Recommendations activities.

Experience in working with Agile SDLC and Waterfall development models.

Test Adobe solutions implementation for mobile apps and web through standard debugging tools (Charles Proxy, Fiddler, etc.)

Hands on experience on GA implementation, reporting & administration

GAIQ - Google Analytics Individual Qualification certified

Good knowledge of digital marketing methods such as Search engine optimization, Search engine marketing, Campaign management, E-mail marketing & Web 2.0 concepts.

Experienced in using various tools such as Notepad++ and IDEs such as NetBeans, Visual Studio, Eclipse, etc. for development and design.

Substantial experience in writing and updating the technical documents on a daily basis with the changes made to the existing environment on a regular basis.

Technical skills:

UI Web Technologies

HTMLS, CSS3, JSON, XHTML, XML, JavaScript, AJAX, JQuery, JSP, DOM.

Web Analytics/Personalization

Google Analytics, Adobe Analytics, Adobe Target,

Tag Management

Adobe Launch, Ensighten Tag Management, Dynamic Tag Manager & Tealium

Development

Methodology

Waterfall, Agile.

Databases

PostgreSQL, MySQL, Oracle, Hadoop, Hive

Reporting & Analysis

Tableau, Excel, R and Python (for Data Science)

Debugging Tools

Charles Proxy, Fiddler, Google Analytics Debugger, Observe point

Work Experience:

Client: Toyota, Plano TX

Duration: Nov 2021 – Present

Role: Web Analytics Consultant

Role and Responsibilities:

Responsible for end-to-end Adobe Analytics development, support testing and data analysis.

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.

Advised key stakeholders to drive success based on most important business drivers analyzing key performance indicators

Monitor KPI's and create custom dashboard with the goal to tell stories and present results to upper management and other stakeholders within the organization.

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

Aided in website optimization by performing AB Testing of the page variants.

Also built the Website Conversion funnel dashboards in Site Catalyst and Excel to track the traffic flow and drop offs in a website.

Worked on customer segmentation and marketing campaign strategies for profiling, targeting and acquisition of customers and categories to optimize client's investments and to achieve better ROls.

Managed business expectations appropriately and keep projects on schedule and within scope.

Worked on Multicha1mel adobe analytics implementation (across web & mobile) and analysis to increase customer retention and improve consistent experience across the different channels.

Worked on Reporting & Visualization and KPis calculation to address client needs after gathering requirements.

Managed analytical tag migration program from legacy system (DTM) to new tag management system (Adobe Launch).

SME in on Digital/Web Analytics projects with good knowledge in Adobe Site Catalyst, Discover, Google Analytics.

Creating the documentation for the guidelines to be followed before adding a new user and provided the right access.

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

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 of schema with relevant examples and criteria.

Worked with LOB to develop an effective set of dashboards, reports, KPIs and metrics.

Created Microsoft Excel dashboards and reports on daily weekly basis analyzing key performance indicators using Adobe Report Builder.

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.

Environment: Adobe Workspace, Adobe Report Builder, Adobe Data Warehouse, Adhoc Analysis, DTM, Adobe Launch, Tableau, Microsoft Excel, Microsoft Word, Microsoft Power Point, Audience Manager, Adobe Target, HTML, DMP, JavaScript, Adobe Debugger.

Client: Capital One, Richmond, Virginia

Duration: Aug 2020 – Oct 2021

Web Analytics Consultant

Responsibilities:

Participated discussions with marketing and business analyst to understand the business UI requirements, page navigations, page tags and analytics requirements

Developed HTML's for email campaigns and rolled out campaigns using Adobe Campaign

Content optimization based on analytics resulted in improving visitors by 250% and significant reduction of calls to Call Centers

Configured Tags, variables (events/s.code/eVars) using Adobe Dynamic Tag Manager and

Adobe Analytics script into a webpage to capture the Visitor behavior and conversion.

Designed and implemented data layer in Dynamic Tag Manager to simplify and manage tags sending data in structure way to Web Analytics, Double Click, Adobe Target.

Implemented lot of new events, eVars and props as per business requirements and used to check the reports daily how the new features are helping in growth of company.

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

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.

Leveraged web analytics (Google & Adobe), DMP, and social sentiment tools to understand engagement, performance, perceptions, and conversions.

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.

Mapped name-value pairs to profile parameter in target global Mbox to enhance visitor profile and use it for personalization and optimization campaigns.

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

Documented the design documents and release notes on new analytics features and implementation steps

Applied ethical SEO best practices when performing tasks such as keyword research, competitive analysis, content optimization, Meta tag creation, alt tag creation and social media optimization.

Developed dynamic and browser compatible pages using HTMLS, CSS3, JQuery, and JavaScript.

Environment: Adobe Report Builder, Adobe Marketing Cloud – Adobe Analytics (Omniture Site Catalyst), Adobe Campaign, Adobe Target and Adobe Audience Manager, Dynamic Tag Manager (DTM), Google Analytics 360, Firebug, HTML JavaScript, Microsoft Excel, Microsoft Word, PowerPoint, SQL

Client: T-Mobile, Bellevue, WA

Duration: May 2019 – July 2020

Web Analytics Specialist

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 a 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.

Client: Blue Cross Blue Shield Richardson, TX

Duration: Dec 2018- Apr 2019

Web Analytics Consultant

Responsibilities:

Develop Marketing Measurement Model strategy to help define KPI's, goals, targets and solutions. Utilize Adobe Analytics for reporting needs, solution design.

Reviewed and Analyzed business requirements and functional specifications.

Conducted Social Media Analytics utilizing Facebook insights, Twitter Analytics and Hootsuite.

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

Strong understanding of web technologies including web services, APls, and database technology.

Drive collaboration sessions among IT and business groups to facilitate optimal tagging, reporting, and analytics capabilities in support of digital platforms

Configured Marketing Channel Processing Rules in Adobe Analytics.

Create, define and provide Solution Design Requirements (SDR) from Business Requirements which provided tagging variables for developers implement on web and mobile websites.

Adobe Analytics and Adobe Audience Manager Implementation and supporting analytics team.

Participated in design workshops with senior UI team's and collaborated in execution

Responsible for configuring and tracking performance reports from Adobe Analytics and organizing and formatting raw data in daily, weekly and monthly reports for metrics to be used to analyze current business performance.

Utilized Google analytics and Omniture in the quantitative a qualitative analysis of campaign performance.

Designed and developed Single Page Application using CSS, HTML, JavaScript, Angular Js

to create responsive and fast user experience

Designed and Developed JavaScript framework which is a wrapper on top of the Angular.js framework and AJAX based Ul framework for Ul Configuration widgets.

Developed application components like Grids, Toolbars, Panels, Combo-Box, Button's, etc. using AngularJS, Bootstrap frameworks

Involved in redesigning the entire site with CSS styles for a consistent look and feel across all browsers and all pages.

Following Scrum methodology to track the project details and updating the development status every day in the SCRUM.

Client: A3 IT Solutions, India

Duraition: Jul 2014 to Dec 2017

Role:Web Analyst

Responsibilities:

Create Data sources, Tags, Load Rules & Extensions as needed for tracking events in Flipkart.

Responsible for delivering various business performance reports across stores and web channels.

Build tagging documents for tracking basic and advanced tracking requirements. Build campaign and conversion tags as a part of campaign management.

Converted the key business requirements to actionable KPIs.

Involved in identifying trends, patterns and paths using Adobe Analytics.

Performed debugging to enable end-to-end, client-facing testing of websites and mobile apps for iOS and Android platforms.

Prepared the Solution Design Document from the KPIs and thereby creating a technical specification document.

Leveraged requirements and solution design documents to inform development of testing strategies, plans, and cases.

Achieved and sustained a 50% higher rate of defect discovery, ensuring delivery of a higher quality product to customers.

Responsible for perpetual in-depth analysis of audience measurement and site activities.

Provided audience tracking and trending reports to Ad Sales management through monitoring and analysis of various web properties

Responsible for optimizing digital campaigns across channels including SEM, SEO and social media.

Developed A/B testing campaigns to increase conversion rates and maximize user experience.

Integrated website analytics across multi-channel setup giving end-to-end visibility into consumer behavior.

Education Details:

Masters in Business Analytics from Wright State University.

Bachelors in Computer Science from JNTU H, India

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