Adobe/ Web analytics

Anvitha

Adobe Analytics/Adobe Target Developer

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

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

Professional Summary:

•Handled large scale audits on existing digital platforms (web, mobile app & Native) responsible for setup of Google Search Console, GA4 using Google Tag Manager.

Handled implementation of various 3rd Party tags with compliance and identify areas of improvement.

•Handled on the GA-4 web and app property creation and validation templates

•Migrated all old 360 GA properties to the new ones – GA4

•Handled on the goals setup, Tags implementation, Triggers, variables, folders, zones, templates

•Involved & Worked on the workspace fixes and responsible for implementing and fixing the CTA

button tracking, primary events, navigation, logo clicks, all page links etc

•Handled on Google Tag Manager container audits for tag validations, trigger configurations and data capture.

•Extensively worked on the Tag setup, container deployment, trigger configuration for data collection and quality across Web, Mobile, Tablet & App platforms using GTM.

•Involved in the Configuration & Setup of Google Analytics accounts, properties & reporting views, and their filters.

•Handled on cookie consent implementation focusing primarily on the one trust along with the legacy ones as well.

•Worked as a Business Analyst/ Scrum master to gather requirements from PM team and business

•Involved in the GTM Seed Setup – as part of GA4 stories

•Involved in One-Trust cookie implementation, Scroll tracking, Event audits, Custom Dimensions Setup, Video tracking etc

•Handled on the Data discrepancy and created dashboards after the GA4 Migration vs UA-360

•Handled on the dealer sites and their access requests from end-end

•Handled on the Audience builds in Google Analytics 360 and GA-4

•Handled on GA4 Cd’s and custom metrics scripts

•Handled on the websites for which we migrated Analytics from UA-360 to GA-4

•Handled on the Enterprise Custom Dimensions setup in GA properties

•Responsible for design, architecture and setup of new solution design and tag management implementation for the complete range of web assets.

•Handled closely with the Bounteous teams in fixing the GA Team Audit issues.

•Handled with various Sites development teams in implementing the Form tracking setup, Control Tags, Data Layer Pushes, Scroll tracking, cookie consent updates, auto link domain updates, PII sensor, Tracking ID’s etc

•Handled on configuring core web vitals in global container as well as in individual containers.

•Handled on GA-4 search console integration implementation and linking

Technical Skills:

Web Analytics: Adobe Analytics, Google Analytics, Google Analytics 4, Qualtrics

Tag Management Tools: Google Tag Manager, Adobe Launch

Web content optimization: Adobe Target

Tools: Looker Studio/Data Studio, Tableau, Power BI, BigQuery

Languages: HTML5, JavaScript, SQL

Having knowledge: CSS, jQuery.

Office tools: MS Office

Professional Experience:

Senior Digital Analytics Consultant

AT&T, Irving Texas

June 2022 – Present

Handled migration of 50+ UA properties into GA4.

Worked extensively in setting up tracking concepts for ecommerce sections in ga4

Handling End-to- End Implementation of GA4 while migrating it from UA to GA4

Manage delivery of monthly performance reporting to quantify the impact of marketing & business adjustments. Worked with Product managers to scrutinize the gaps.

Handled Analytics projects across site tag implementation, QA and debugging.

Maintained Solution Design Reference (DR) and technical specifications documents for site tagging and data layer.

Responsible for generating KPI’s for business requirements and Implementing Tags in Tag manager tools for better tracking both using Google Analytics & Adobe Analytics.

Setting up the advanced tag testing mechanisms to ensure the quality of the data capture on the sites. Other tasks to perform pre-& post tech releases and measure the application performance & key KPIs

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

advertising servers. Occasionally setting up A/B tests and Experience Targeting activities on Adobe Target through VEC (Visual Experience Composer)

Worked in agile methodologies like Scrums with multiple functions and environments across Dev, QA and Prod

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. Also pulling the reports from Tableau and Power BI.

Experience in designing, developing, and implementing complex Adobe Journey Optimizer campaigns and workflows.

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

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

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

Skills: Adobe Analytics • Adobe Launch • Adobe Target • Google Analytics

Senior Consultant/BA

Verizon, Irving Texas

Sep 2020 – June 2022

Responsibilities:

Responsible for generating KPI’s for business requirements and Implementing Tags in Tag manager tools for better tracking both using Google Analytics & Adobe Analytics.

Handling End-to- End Implementation of GA4 while migrating it from UA to GA4

Build and manage a marketing dashboard that portrays key performance indicators for campaigns and different marketing channels using Adobe analytics. Also pull the reports from Tableau and Power BI.

Experience in designing, developing, and implementing complex tracking concepts including ecommerce.

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.

Audit website and provide technical recommendations for maximizing online visibility.

Experience with web site performance optimization for multiple channels

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.

Digital Analytics consultant

American Express, Phoenix, AZ

July 2019 to Aug 2020

Responsibilities:

Worked Extensively as a digital analytics consultant handling implementation & maintenance of Tracking in GA360 Tracking

Responsible for creating dashboard for the product teams

POC on Email Personalization in Campaign using Target.

Cross domain tracking.

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

Work closely with data analysts to ensure alignment between Google Analytics data and reporting requirements, facilitating a cohesive approach to data interpretation.

Collaborate with marketing, development, and other teams to ensure the integration of Google Analytics aligns with overall business strategies.

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

Adobe Analytics Developer

East West Bank, Pala Alto, CA

Jun 2018- Jun 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.

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.

Experience in designing, developing, and implementing complex Adobe Journey campaigns and workflows.

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.

Experience in defining a secure and scalable architecture using Adobe Experience Manager (AEM)

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.

Adobe Analytics/Adobe Target Developer

Genpact, 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.

Tag Management: Utilize tag management systems, such as Google Tag Manager, to efficiently deploy and manage tracking codes without direct website code changes.

Custom Tracking Solutions: Design and implement custom tracking solutions to capture specific user interactions, events, and conversions relevant to business goals.

Data Accuracy and Quality Assurance: Conduct thorough testing and quality assurance procedures to ensure accurate and reliable data collection within Google Analytics.

Technical Troubleshooting: Investigate and resolve technical issues related to Google Analytics implementation, collaborating with cross-functional teams and developers as needed.

Documentation: Maintain detailed documentation of Google Analytics setups, configurations, and custom implementations, ensuring a comprehensive reference for the team.

Continuous Improvement: Stay abreast of industry best practices, updates in Google Analytics, and emerging technologies, implementing improvements to enhance tracking efficiency.

Work closely with data analysts to ensure alignment between Google Analytics data and reporting requirements, facilitating a cohesive approach to data interpretation.

Monitoring and Reporting: Monitor the performance of Google Analytics implementations and generate regular reports, highlighting key metrics and insights to stakeholders.

Cross-Functional Collaboration: Collaborate with marketing, development, and other teams to ensure the integration of Google Analytics aligns with overall business strategies.

Strategic Data Insights: Leverage Google Analytics data to provide strategic insights and recommendations for optimizing digital marketing strategies and improving user experiences.

E-commerce Tracking: Implement and optimize e-commerce tracking within Google Analytics to capture transactional data and analyse online sales performance.

Stay Informed on Analytics Trends: Stay current on industry trends, emerging technologies, and advancements in the field of web analytics to bring innovative solutions to the organization.

Education:

Bachelors in Computer Science from JNTU.

Masters in Business Analytics from Texas A&M.

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