Adobe Analytics

Anvitha M

Adobe Analytics

Email: *******@*******.***

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

Professional Summary:-

Experienced Digital Analytics Developer with over nine years of expertise in Adobe Analytics, Adobe Launch, Adobe Target, Google Analytics (GA4), Google Tag Manager (GTM), and Adobe Customer Journey Analytics (CJA). Adept at implementing, managing, and migrating enterprise-level analytics solutions to optimize digital performance and business insights.

Strong analytical skills: ability to analyze raw data, draw conclusions, and develop actionable recommendations.

Self-starter with an analytical mind, excellent attention to detail and the ability to interpret large amounts of data.

Good planning, organization, and time management skills together with an ability to approach tasks in a logical and methodical manner.

Advanced Adobe & Google Analytics Implementation: Expertise in Adobe Analytics (AA), Google Analytics (GA4), Adobe Customer Journey Analytics (CJA), and Google Tag Manager (GTM) for web and mobile platforms, ensuring robust tracking and insightful reporting.

Adobe Launch & Tag Management Mastery: Extensive experience in Adobe Launch for custom tag deployment, data layer design, event tracking, and rule-based triggers to optimize digital data collection and support AEP schema requirements.

Adobe Target & Personalization Strategies: Skilled in A/B testing, multivariate testing (MVT), audience segmentation, and personalization using Adobe Target, improving user experience and conversion rates.

Google Analytics 4 (GA4) Migration & Server-Side Tracking: Successfully led Universal Analytics to GA4 migrations, setting up custom event tracking, BigQuery exports, enhanced eCommerce implementation, and server-side tagging for improved data accuracy.

Adobe Experience Platform (AEP) Integration: Proficient in configuring XDM schemas, dataset creation, and data ingestion pipelines to unify data across sources for activation in Adobe CJA and Adobe Analytics.

CJA Dashboarding & Journey Analysis: Developed and maintained advanced CJA workspaces and dashboards with calculated metrics, breakdowns, filters, and segments to analyze cross-channel user journeys and optimize customer experiences.

SQL for Data Extraction & Analysis: Strong proficiency in writing complex SQL queries to extract, transform, and analyze large datasets from Google BigQuery, Adobe Data Feeds, Snowflake, AEP Query Service, and SQL-based databases for in-depth analytics reporting.

Data Visualization & Reporting (Tableau, Power BI): Experienced in building interactive dashboards, KPI reports, and data visualizations using Tableau, Power BI, and Excel, enabling business leaders to make data-driven decisions.

Data Governance, Debugging & Quality Assurance: Skilled in validating analytics implementations, debugging tracking issues using Adobe Debugger, Charles Proxy, Postman, and browser developer tools, ensuring high data accuracy and governance compliance across AEP and CJA environments.

Cross-Platform Tracking & Custom Data Integrations: Hands-on experience integrating analytics tracking across web, mobile apps (Firebase), third-party platforms, and Adobe Experience Platform using REST APIs, server-side tagging, and custom data layer strategies.

Experienced in using Adobe Workfront to manage intake workflows, prioritize tasks, assign tickets, and track analytics requests through delivery, ensuring project timelines are met across multiple teams.

Collaborated cross-functionally using Adobe Workfront dashboards and reports to monitor SLAs, ticket turnaround time, and optimize resource allocation for analytics and tagging projects.

Strong hands-on experience with Java, Spring Boot, and RESTful APIs to develop scalable backend services and support analytics workflows.

Solid experience integrating with and working on Adobe Workfront for customizations, workflow management, and API-based task automation.

Familiar with relational databases like PostgreSQL, MySQL, and Oracle for backend data access, analytics enrichment, and reporting layers.

Agile & Cross-Functional Collaboration: Works effectively with developers, marketing, product, and business teams to define tracking requirements, implement analytics solutions, and drive actionable insights in Agile environments.

Continuous Learning & Adaptability: Passionate about staying ahead in digital analytics trends, Adobe Experience Cloud innovations, and emerging data solutions, ensuring the best practices in implementation, analysis, and reporting.

Technical Skills:

Web Analytics: Adobe Analytics

Tag Management Tools: Adobe Launch

Web content optimization: Adobe Target

Tools: Tableau, Power BI

Programming Languages: HTML5, JavaScript, SQL

Having knowledge on: CSS, jQuery.

Office tools: MS Office

Professional Experiences:

Job role: Product Manager / Adobe Target Consultant

Org: AT&T Telecom

Irving, Texas

April 2022 – Present

Responsibilities:

Providing reporting services to Product Managers of Order Management Hub of ATT.com site across wireless and wireline business units

Integrated Adobe Analytics with AEM using Adobe Launch (Tags) for event tracking and data collection.

Configured Adobe Analytics Cloud Services in AEM to enable seamless data flow.

Developed custom tracking scripts (JavaScript, Data Layer, Adobe Launch Rules) to track user interactions on AEM pages.

Implemented event-based tracking for CTA clicks, form submissions, page scrolls, and video engagement using Adobe Analytics.

Designed and optimized Data Layer (JSON structure) for AEM components to ensure accurate data collection.

Managed data privacy compliance efforts using OneTrust, ensuring adherence to GDPR, CCPA, and other regulations.

Integrated OneTrust with Adobe Analytics to enforce cookie consent policies, maintaining regulatory compliance without compromising data insights.

Collaborated with legal and IT teams to implement consent management frameworks, improving transparency and user trust

Providing reporting services to Product Managers of Order Management Hub of ATT.com site across wireless and wireline business units

Engineered end-to-end data flows from Adobe Experience Platform (AEP) to CJA by configuring datasets, schema, and data views for real-time journey analytics.

Mapped and validated XDM schemas in AEP for seamless compatibility with CJA workspaces and accurate downstream reporting.

Developed custom data transformations in AEP to normalize and enrich streaming and batch data prior to CJA ingestion.

Built CJA workspaces that integrate online and offline customer data, enabling unified omni-channel analysis and personalization insights.

Automated scheduled reports and alerts in CJA to notify stakeholders of significant customer behavior shifts or anomalies.

Leveraged advanced segmentation in CJA (cross-channel) to measure cohort behavior and compare lifecycle stage performance.

Used calculated metrics and attribution models in CJA to assess campaign effectiveness and customer drop-off points.

Implemented error-handling and logging mechanisms for data ingestion pipelines into AEP and CJA for better governance and observability.

Creating, maintaining, and owning dashboards on Adobe Analytics and Quantum Metrics (QM)

Debugging, troubleshooting and root-cause analysis over data anomalies in Adobe Analytics

Presenting monthly business reviews (MBRs) and Iconic launches (Apple new releases in September) by building reports and generating insights

Updating SDR and internal documentation pages with respect to Adobe Analytics and Quantum Metrics

Deep dive into new business requirements (provided by product managers) in web analytics tracking and coordinating with site tagging engineering team

Working on setting up A/B tests and Experience Targeting activities in Adobe Target through Visual Experience Composer (VEC)

Pulling data from Enterprise Data Warehouse (EDW) with basic-level SQL queries

Created custom Adobe Analytics reports and dashboards for marketing and business intelligence teams.

Optimized B2C website performance using Adobe Analytics insights, leading to a X% increase in conversion rates.

Developed A/B testing strategies for B2C sites, using Adobe Target and Analytics to improve user engagement.

Analyzed customer journeys across eCommerce and lead-generation websites, identifying drop-off points and increasing retention by X%.

Configured cookie consent banners and preference centers, integrating them with Adobe Analytics for compliance tracking.

Assisted in data governance initiatives, ensuring proper handling and anonymization of personal data within analytics reports.

Worked with legal, security, and IT teams to ensure privacy-by-design principles were applied to analytics implementations.

Integrated Adobe Analytics with AEM using Adobe Launch (Adobe Tags) for advanced event tracking.

Implemented custom Data Layers in AEM components for structured data tracking.

Developed Adobe Analytics event listeners in AEM to track user interactions (clicks, form submissions, video views, etc.).

Debugged and validated Adobe Analytics implementations using Adobe Debugger, Omnibug, and Charles Proxy.

Worked closely with marketing and analytics teams to define and implement tagging strategies in AEM.

Developed and implemented A/B and multivariate testing (MVT) strategies using Adobe Target to optimize conversion rates.

Designed personalized user experiences through audience segmentation, AI-driven recommendations, and rule-based targeting in Adobe Target.

Analyzed test results and provided actionable insights to improve website engagement, lead generation, and sales conversion.

Worked with UX and product teams to refine website personalization strategies using Adobe Analytics insights.

Conducted multi-touch attribution analysis, identifying high-impact marketing channels for revenue growth.

Supported A/B and multivariate testing efforts, driving iterative website improvements and increasing conversions.

Integrated Adobe Target with Adobe Analytics to track test performance and user behavior.

Created and managed Experience Targeting (XT) campaigns for personalized content delivery.

Leveraged Auto-Allocate and Auto-Target features to enhance decision-making using Adobe Sensei-powered AI.

Implemented Adobe Workfront to optimize the intake workflow, track and assign tasks, ensuring analytics projects are managed effectively across teams.

Utilized Adobe Workfront to automate ticket assignments, prioritize tasks, and manage work timelines to ensure deadlines are met for analytics reporting and tagging projects.

Collaborated with cross-functional teams through Adobe Workfront’s collaborative features, streamlining communications and improving project tracking and status updates.

Monitored project progress in real-time using Adobe Workfront dashboards, ensuring resource allocation and SLAs are adhered to.

Integrated Workfront’s reporting features with analytics tools to gain insights into project performance, identifying areas for efficiency improvements in workflows.

Integrated AEM with Adobe Target for personalization and A/B testing.

Configured AEM and Adobe Campaign integration for personalized email and content delivery.

Developed AEM Content Fragments & Experience Fragments for omni-channel content delivery.

Integrated AEM with Adobe Commerce (Magento) for seamless e-commerce experiences.

Worked on Adobe I/O & GraphQL APIs to connect AEM with external Adobe services.

Worked with Adobe Customer Journey Analytics (CJA) to analyze cross-channel user behavior.

Debugged and validated Adobe Analytics data using Adobe Debugger, Omnibug, and Charles Proxy.

Integrated Adobe Analytics with Adobe Target for A/B testing and personalization.

Automated data extraction and reporting using Adobe Analytics API for business insights.

Job role: Senior Web Analyst – Adobe Analytics

Org: Volkswagen

Sept 2020 – Mar 2022

Responsibilities:

Responsible for generating KPIs for business requirements and Implementing Tags in Tag management 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

Work with marketing managers to identify opportunities and analyse risk within the business.

Provide data driven business intelligence through tracking and analysis of website performance and results of online marketing initiatives

Configured Adobe Target implementation, Adobe Launch for seamless testing and personalization.

Developed and customized JavaScript-based targeting scripts to enhance A/B testing functionality.

Integrated Adobe Target with CRM and third-party platforms to enable cross-channel personalization.

Utilized Experience Platform’s Query Service and SQL to extract raw data for deep-dive analysis and ad-hoc reporting.

Applied role-based access controls and data usage policies within AEP to meet enterprise-grade compliance and security standards.

Created custom visualizations in CJA using filters, breakdowns, and summary numbers for executive-level reporting.

Participated in Adobe product councils and early access programs to pilot new CJA features and provide product feedback.

Designed scalable governance models for AEP datasets, schema reusability, and consistent data strategy across business units.

Troubleshot and resolved implementation issues, flicker effects, and performance concerns in Adobe Target.

Leveraged Adobe Workfront to track and manage project timelines, ensuring seamless coordination of analytics tasks across departments, improving cross-functional collaboration.

Used Adobe Workfront’s task management features to prioritize and assign tickets for analytics tracking, improving project delivery times and transparency.

Utilized Adobe Workfront dashboards to monitor and report on project status, SLAs, and resource allocation, enhancing project visibility and communication.

Streamlined workflow processes by automating task assignments and approvals through Adobe Workfront, reducing manual intervention and ensuring timely project completion.

Collaborated with stakeholders using Adobe Workfront to gather requirements, define scope, and ensure that analytics requests were tracked and executed in a timely manner.

Worked with APIs to automate test creation, reporting, and personalization workflows.

Collaborated with UX designers and data analysts to optimize web experiences using Adobe Target insights.

Audit website and provide technical recommendations for maximizing online visibility

Day to day responsibility in managing tags using Adobe Launch for various domains

Worked on Target Activity creation, audience, profile scripts and offers,

response tokens

Job role: Adobe Analytics Consultant

Org: American Express

Jul 2019 – Aug 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

Documentation relating to existing processes and suggestion / presentations for improving those processes

Identify A/B testing opportunities and analyse tests in conjunction with the testing manager and developers

Debugging newly integrated tags to track appropriate data using Adobe experience cloud debugger.

Worked on Adobe target and AEM I/O integration. Created experience fragments in AEM and exported to Adobe Target

POC on Email Personalization in Campaign using Target

Cross domain tracking

Experienced in developing both digital Data Layer and Event Driver Data Layer

Worked on Standard page load tracking, custom tracking like form field abandonment, form field interaction, HTML Video tracking

Job role: Adobe Analytics Developer

Org: East West Bank

Pala Alto, CA

Jun 2018 – Jun 2019

Responsibilities:

Analysis 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

Assists in educating business owners on the benefits of digital marketing and the importance of online measurement & conversion optimization

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

Job role: Adobe Analytics/ Target Developer

Org: Genpact

Hyderabad, India

Apr 2014 – Dec 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 Launch) 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

Improved segmentation tracking implemented behavioural retargeting, and curated circulation of email campaigns

Debugging Analytics tags in tag manager using Omnibug, Adobe Experience Debugger etc

Gathering business requirements and implementing tags based on requirements to track data

Created segments in Adobe Analytics and exported to Target

Good at Adobe tool integration (A4T, Adobe target and campaign classic, AEM and Target)

Done A/B testing in Adobe Target for loyalty website registration services

Education:

Bachelors in computer science from JNTU, Hyderabad, India

Masters in business Analytics from Texas A&M University, USA

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