Adobe analyst

Raj Reddy

Digital Analytics/Web Analytics

email id: *************@*****.***

Phone: 469-***-****

Profile summary:

Skilled professional with 10+ years of expertise across Web analytics, Digital Analytics, Business intelligence dashboards and Content marketing strategies.

Have worked across consumer, technology, and financial service industries in B2B & B2C models

Highly motivated individual who owns and delivers work items across multiple functions

Subject Matter Expert across Adobe Marketing Cloud, Power BI, Tableau, Salesforce Lightning, SEO

Proven ability to conduct qualitative and quantitative data analysis in B2B and B2C environments.

Technical Skills:

Web Analytics platforms: Google Analytics 360, GA4, Adobe Analytics

Tag Management Systems: Adobe DTM, Launch, Google Tag Manager, Tealium

Technical languages: HTML/CSS, JS, SQL

Web content optimization: Adobe Target, Google Optimize

Business intelligence & Data viz: Tableau Desktop and Server, Google Data Studio, MS Power BI

Content Management Systems (functional): Adobe Experience Manager (AEM), Salesforce Lightning

SEM / Paid Search advertising: Google Ads, Bing Ads

SEO / Organic Search: Google Search Console, SEMrush, Screaming Frog, BrightEdge

Office tools: MS Office, Google Suite/Workspace

Multimedia tools: Adobe Photoshop, Adobe Corel Draw, MS Visio, Balsamiq, WordPress, In design and Keynote

Data Insights Analyst

Client: Verizon Consumer Group (VCG) – Irving, TX Jul 2022 – Current

Tech Stack: Adobe Analytics, Adobe Launch, Adobe Target, Adobe Audience Manager, SQL, ContentSquare

Working closely with content marketing teams to help with Sizing estimates of KPIs for A/B tests

Implementing tags using Adobe Launch for various conversion tracking.

Working in depth on RTCDP.

Design, create and automate weekly, monthly quarterly ecommerce dashboards and reports as well as meaningful KPI’s.

Worked on GTM to implement tags across the site and validated using debugger tool.

Involved in maintaining SDR documentation for GA4.

Worked across Adobe and Google analytics as client required to maintain their child domains.

Helping marketing test leads with customized Adobe Analytics reports for analysing A/B tests and multi-Variate tests

Validating A/B tests and MVT tests which run on Adobe Target, Evolve AI and other testing platforms

Creating segments, calculated metrics, and data visualization charts for analysing large volumes of web analytics data

Configure Adobe Experience Platform Web SDK events using a variable that maps to an event and specifying a trigger

Tracking and reporting on customer journey.

Showing data in good visualisation format using Power BI

Running Statistical Significance analysis to recommend best variant from A/B tests

Creating and presenting A/B test analysis to business stakeholders for adopting test outcomes

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

Working closely with team members to extract data from Enterprise Data Warehouse (EDW) to validate Workspace reports

Professional Experience:

Digital Platform Analytics Specialist

Client: Publicis Sapient – Austin, TX Sep 2021 – Jun 2022

Tech Stack: Adobe Experience Platform (AEP), Adobe Analytics, GA360, GA4, Adobe Target, Tableau, Evolv AI, Adobe Audience Manager, SQL, ContentSquare, Google Sheets, Google Slides.

Working across Solution Designing, Implementation and Reporting for Client websites with Adobe Analytics and Tealium for BFSI clients

Implementing and debugging third party tags using Tealium.

Working on Analytics projects across implementation, QA, analytics reporting & insights generation for websites and mobile apps

Generating Ad hock and Monthly KPI’s to understand and compare the data using GA.

Converting GA data to visual form in looker studio (data studio).

Debugging and maintaining tag validation across the site.

Involved in migration from Google analytics 360 to GA4.

Documenting Analytics SDR for business, Implementing Analytics codes, Marketing pixels and other platforms on the websites using Tag Manager tools Using custom codes in the Tag manager tools to get the desired analytics output

Setting up the advanced tag testing mechanisms to ensure the quality of the data capture on the sites

Identifying key opportunities for solutions and improvement - and executing on those ideas for the business. Other tasks to perform pre-& post tech releases and measure the application performance & key KPIs

Generating weekly and monthly reports in Adobe and converting them into visual data using Tableau.

Various workspaces and templates creation in tableau for business data reading.

Point of contact for audience segment creation on 1st party online data and segment activation on advertising servers

Managed A/B tests, content personalization, recommendations on web properties on Adobe Target

Work closely with client’s marketing team to carry out effective digital marketing operations.

Handling client calls with understanding of different requirements on web analytics report

Create A/B tests & Experience Targeting activities in Adobe Target using Visual Experience Composer and generating reports with A4T (Analytics for Target)

Worked on proof-of-concept on Adobe Experience Platform Web SDK deployment for marketing site and channelled data into Adobe Analytics

Digital Analytics Expert

Client: Cisco Systems - San Jose, CA Dec 2018 to Sep 2021

Tech Stack: Adobe analytics (Site Catalyst), Google analytics 360, DTM, Launch, GTM, Adobe Target, Google Keyword planner, BrightEdge, SEMrush, Tableau, Adobe Experience cloud debugger, Omnibug, Google Tag assistant, Salesforce lightning, Appinium, SQL, HTML5, JavaScript, MS Excel Advanced.

Assessing the organizational requirement for Web analytics implementation across multiple web properties

Worked on setting up data feed from Adobe Analytics to AWS S3 Storage.

Optimizing customer journey using Adobe journey optimizer.

Helped business and marketing managers with enterprise Data warehouse (EDW) reports from

Teradata and AWS Redshift, however complexity of queries is medium.

Can understand data systems architecture since I engaged in a few POCs in Real -time CDP (Adobe Experience Platform).

Solution design and recommendations for each web page under Report Suites

Generating reports and visuals from Reports and Workspace under Report Suites

Debugging web pages using Adobe Experience Cloud Debugger to validate the eVars and Props

Implementing and Navigate to the Data Mappings screen of the AEP Web SDK tag configuration

Driving end-to-end testing activities for tags validation including - creating test plan, test effort estimation for tags audit on test environments.

Extensive usage of Adobe Analytics for reporting by creating dashboards and segmenting various traffic and conversion variables.

Data Capturing and Evaluating results and providing reporting and feedback on findings.

Administered weekly and monthly reports for internal stakeholders and report metrics.

Conversion Ratio analysis for new layout changes launches and shopping section.

Data analysis on captured data like conversion funnels, search, campaign success, A/B testing, and visitor behavior.

Referral analysis by domains and source and visitor type.

Optimizing and building visual dashboards on Tableau Desktop and publishing to Server

Generating business reports on salesforce lightning component.

Building dashboards on salesforce classic and lightning.

Optimizing and researching SEO keywords analysis

Analytics Developer

Client: HMH - Boston, MA June 2017 to Dec 2018

Tech Stack: Adobe Analytics, Google analytics, DTM, GTM, Google Keyword planner, Tableau, HTML5, JavaScript, MS Excel Advanced, Google Tag Assistant debugger, Omnibug

Involved in gathering business requirements from the end users and management.

Help define and drive test Key Performance Indicators (KPIs).

Extracted the business requirements for E-commerce from various sessions with business leads and maintained them using Requisite Pro, tracing them all the way to the system artifacts.

Prioritized requirements to be developed according to agile methodology.

Design and develop tagging structures, custom analytic tags and parameters, and reports to support business requirements, including conversions, recommendations.

Design and implemented Google Analytics and Intelligent Offer on new web site built.

Configure Adobe Analytics account, user management and enabling of any features/variables/view

Lead the data analysis and reporting of test Key Performance Indicators (KPIs).

Expertise in implementing custom tags.

Work with test managers to understand data needs, provide in-depth analysis support and share associated business insights.

Perform regular ad-hoc data querying and analysis to better understand customer behaviors including acquisition and conversion.

Google analytics and Adobe analytics were used to capturing data and generate weekly and monthly dashboards.

Gather, synthesize, and interpret disparate quantitative information sources, develop meaningful insights, and clearly disseminated to key stakeholders.

Create and update regular reporting based on a variety of data sources. Understand, monitor, QA, translate, collaborate with stakeholders to ensure ongoing data quality.

Web Analyst Consultant

Partner: Techstar Group - Hyderabad, India May 2014 to Aug 2015

Tech Stack: Adobe Analytics, DTM, Adobe Target, HTML5, JavaScript, MS Excel Advanced, Omnibug, Charles web proxy

Involved Web analytics lifecycle right from gathering business requirements to implementation, testing, reporting, insights, and strategy.

Handled tag implementation for Adobe Marketing Suite using Tag Management (Adobe DTM) across web.

Be able to identify gaps in the current data capture strategy and collaboratively implement enhancements.

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 behavioral retargeting, and curated circulation of email campaigns.

Conduct regular quality assurance audits to identify and troubleshoot tracking issues and inconsistencies within tools and reporting.

Utilize data insights to inform the development of A/B and multivariate tests (including developing hypothesis, influencing creative, identifying success metrics and analysis) that drive improvement of key web site and customer metrics.

Sound knowledge on creating templates, reusable components and workflows in AEM

Experience with web analytics testing to assure proper implementation and ongoing optimization.

Experience with Adobe Dynamic Tag Management in implementation of tag management systems.

Develop reporting and provide insights and analysis to internal clients as needed in support of web-based strategies and plans.

Analyze web traffic and site behavior using Omniture for customer and business insights to support business decisions or business growth (sales, traffic and conversion).

Junior Web Analyst

Partner: Genpact - Hyderabad, India Sep 2012 to May 2014

Involved Web analytics lifecycle right from gathering business requirements to implementation, testing, reporting, insights, and strategy.

Driving end-to-end testing activities for tags validation including - creating test plan, test effort estimation for tags audit on test environments.

Subject-matter expert on web analytics implementation and reporting, providing training to analysts and business users.

Defining the variables, designing the Implementation framework for data collection.

Debugging / troubleshooting by using Proxy tools like Charles, fiddler.

Interpretation of Omniture Site catalyst framework and coming out with an implementation/development plan.

Creating dashboards and custom reports for multiple stakeholders on regular and ad hoc basis.

Creating plans for analytics team and track them through completion.

Analysis and comparison of various available Tag management solutions and providing recommendations.

Reviewing all analytics specific deliverables (documentations, reports, best practice documents, solution design document, tagging guides etc) and ensuring their timely delivery

Education:

Graduation in Electronics & Communication Engineering from Jawaharlal Nehru Technological University, Hyderabad, India 2013

Masters in computer science and information systems from California State University, Los Angeles, California, USA 2017

Technical Certifications:

Google Analytics 360

Adobe Analytics Certified Developer

Tableau Desktop Specialist

Google Ads Search Certification

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