Web Analytics Consultant with 10+ Years of Experience
Resume:
Vinod N
https://www.linkedin.com/in/vinod-reddy-*31281167/
*****.*****@*****.***
Professional Summary:
Web Analytics consultant with 10+ years of experience with expertise on Adobe Analytics, Omniture Site Catalyst, Adobe Data Warehouse, Adobe Workspace, Adobe Report Builder, Adobe Ad Hoc Analysis, Adobe Target, Adobe Experience Manager, Adobe DTM, Adobe Analytics Implementation, Adobe Audience Manager, Google Analytics, Web trends.
Certified in Adobe Experience Platform (AEP) and Adobe Customer Journey Analytics (CJA)
Expertise in providing end-to-end Web Analytics services from tech specs, implementation, reporting, analysis & business strategy (optimization).
Worked on various projects & gathered experience across different verticals like Retail, E-commerce, Banking, Travel, & Insurance.
Developed web analytic training programs for stakeholders using Adobe Analytics & Google Analytics.
Responsible for Process Transitions, Service Delivery, Stakeholders Management, Process excellence & governance.
Created dashboards for the leadership team with conversion KPI’s & also involved in building/scheduling of dashboards for the middle-management to provide them a snapshot of the business.
Significant contribution in automation of some key recurring reports (through report builder, Site catalyst) saved significant person-hours for the business.
Good knowledge of Python.
Experience working on Customer Journey Analytics (CJA) is a capability that lets you use the power of the Analysis Workspace with data from the Adobe Experience Platform. It can break down, filter, query, and visualize years’ worth of data, and it is combined with the Platform’s ability to hold all data schemas and types.
The Real-Time Customer Data Platform (Real-Time CDP) can be an example when setting up your implementation. Although this guide shows specific examples, it also links additional information you can use while creating your setup.
This example shows the power of the Real-Time Customer Data Platform, powered by Adobe Experience Platform, to ingest data from multiple sources.
Merge them into a single real-time customer profile.
Deliver a consistent, relevant, & personalized experience across devices.
Extensively worked on validating tracking issues & missing variables & reporting/fixing the problems across website & mobile apps (Android, IOS) using Charles, Fiddler, & browser plugins.
Worked on deep dive pathing & conversion optimization analysis based on business requirements.
Leveraging the Adobe Marketing Suite (Site catalyst, Discover, Test & Target, Data warehouse) to analyze the contribution/ROI of campaigns, paid channels, & Banner ads.
Implemented ContentSquare tracking framework to capture granular user behavior including clicks, scroll depth, hover rate, and time spent per zone.
Analyzed heatmaps, journey maps, and session replays to identify friction points and improve page engagement across key e-commerce flows.
Integrated Adobe Analytics and ContentSquare to unify behavioral metrics with campaign and performance data, enabling holistic conversion reporting.
Used CS API exports to enrich dashboards in Customer Journey Analytics (CJA) for end-to-end journey visualization.
Worked on server-side implementation with Google Tag Manager.
Hands-on experience with Snowflake utilities, Snow SQL, Snow pipe, & big data model techniques using Python.
Hands-on experience working on spreadsheets, converting data into dashboards & data visualization for better presentation in client meetings.
Have good exposure on maintaining past data to find future findings & for trend analysis.
Closely worked with the predictive analysis team to help develop demand forecasts based on seasonality.
Working knowledge in Adobe Test & Target, Solid understanding of Excel, DoubleClick, Tableau, Google Analytics Premium, Oracle.
Helps translate business requirements into Solution Design Requirements (SDR).
Hands-on experience creating ranked & trending reports in Adobe Analytics, Google Analytics & Web Trends.
Experienced in creating versatile reports using segments, calculated metrics, dash boarding & built-in capabilities.
Skills:
Analytics Tools
Adobe Marketing Cloud – Adobe Analytics (Omniture Site Catalyst), Adobe Adhoc (Omniture Discover), Adobe Target (Adobe Test & Target), AEP, Customer journey Analytics (CJA)
Google Analytics – Google Analytics Premium, AdWords
Web Trends
Optimizely
Visualization
Tag Management Solutions
Google Tag Manager (GTM), Ensighten Enterprise Tag Management, Tealium, Adobe Launch, RT-DCP
Debugging Tools
Charles, Fiddler, Adobe Debugger Firebug, Omni bug
Auditing tool
Observe point
Languages
HTML, JavaScript, XML, SQL
Project Management
HP Quality Center, JIRA, Share point
Other PC Skills
Microsoft Office – Excel, Word, PowerPoint, Microsoft Vision
Education:
Bachelors in computer science from Jawaharlal Nehru Technological University, Hyderabad - 2013
Master's degree in computer science from Campbellsville University - 2016
Certifications:
Adobe Customer Journey Analytics (CJA) Developer (Adobe)
Professional Experience:
T Mobile, Remote July 2024 –Till Date
AEP/CJA/AJO Developer
Roles & Responsibilities:
Led end-to-end implementation of Adobe Experience Platform (AEP) and RTCDP, building unified customer profiles across web, mobile, and CRM systems.
Designed and implemented XDM schemas, datasets, and identity namespaces aligned with real business use cases.
Migrated legacy Adobe setup (AppMeasurement, AT.js) to AEP Web SDK (Alloy.js), improving data collection speed and consistency.
Configured Edge Network datastreams to route data to Adobe Analytics, Adobe Target, and AJO from a single pipeline.
Built real-time ingestion pipelines using Web SDK, Streaming APIs, and batch ingestion, enabling instant profile updates.
Implemented identity stitching (ECID, CRM IDs, cross-device mapping) to improve customer profile accuracy.
Integrated AEP with Adobe Target, Customer Journey Analytics (CJA), and Adobe Journey Optimizer (AJO) for cross-channel personalization.
Developed and activated real-time audience segments in RTCDP based on behavioral and CRM attributes.
Built multi-channel customer journeys in AJO (email, SMS, push, in-app) using event-based triggers.
Applied decisioning logic, conditional splits, and personalization rules in AJO to dynamically adjust journeys.
Integrated external systems like Salesforce, Snowflake, AWS S3/Kinesis for profile enrichment and real-time data flow.
Built cross-channel reporting and attribution using Customer Journey Analytics (CJA).
Ensured data quality, governance, and consent management (GDPR/CCPA) across the AEP ecosystem.
Environment: Adobe Experience Platform (AEP), Adobe Journey Optimizer (AJO), Adobe Analytics, Customer Journey Analytics (CJA), Adobe Target, Adobe Campaign, Adobe Launch (Tags & Web SDK), Adobe I/O APIs, Tealium (iQ & AudienceStream), Adobe Report Suite, Meta (Facebook Ads & Marketing Platform), REST APIs, JSON, XML, AWS (S3, Glue)
CDW, Chicago, IL Sep 2020 – June 2024
AEP/CJA Developer
Roles & Responsibilities:
Designed and implemented Adobe Experience Platform (AEP) architecture by defining XDM schemas, data models, and ingestion pipelines to support both batch and real-time streaming data across multiple sources.
Designed and implemented enterprise-level Adobe Experience Platform (AEP) architecture to build unified, real-time customer profiles across web, mobile, CRM, and transactional systems.
Defined XDM schemas, field groups, identities, and dataset configurations to ensure scalable and standardized data ingestion.
Led streaming, batch, and edge ingestion strategies to support real-time personalization and cross-channel activation.
Established identity resolution strategy using identity namespaces and merge policies to ensure accurate profile stitching.
Architected and led migration from legacy AppMeasurement/s.code implementation to Adobe Experience Platform Web SDK (alloy.js), reducing tag footprint and enabling unified Edge Network data collection.
Defined XDM schema mappings and datastream configurations to simultaneously route data to Adobe Analytics, AEP Real-Time CDP, and Adobe Target via a single Web SDK deployment.
Implemented client-side and server-side event tracking using Web SDK with standardized XDM event schemas covering page views, product interactions, form submissions, and purchase events.
Configured identity management through Web SDK including ECID, CRM ID namespaces, and cross-device identity stitching for accurate real-time profile resolution in AEP.
Integrated AEP Web SDK with Adobe Journey Optimizer for real-time web channel personalization, in-app messaging, and triggered journey entry based on behavioral signals.
Validated Web SDK implementations using AEP Debugger, Adobe Assurance, and Edge Trace tools to ensure XDM compliance and accurate data flow.
Evaluated and integrated multiple data sources (CRM, call center, web, mobile, offline systems) into AEP to create a comprehensive 360-degree customer view.
Configured Real-Time Customer Profile and enabled datasets for profile participation and segmentation.
Designed audience segmentation strategies using behavioral events, calculated attributes, and real-time profile data.
Activated RTCDP audiences to downstream systems including AJO for journey orchestration.
Implemented governance standards for schema validation, data quality checks, and dataset prioritization.
Built real-time customer journeys using Adobe Journey Optimizer (AJO) across Email, SMS, Push, and In-App channels.
Designed event-triggered journeys leveraging streaming Experience Events for contextual engagement.
Configured advanced journey logic including conditional splits, wait nodes, re-entry rules, suppression logic, and frequency caps.
Implemented offer decisioning strategies with eligibility rules, ranking logic, and fallback mechanisms.
Integrated custom actions in AJO using secure REST APIs to connect with CRM, billing, and third-party systems.
Tested and validated journeys using seed profiles and monitored execution logs for troubleshooting and optimization.
Leveraged Customer Journey Analytics (CJA) to analyze cross-channel customer behavior and measure journey performance.
Built end-to-end cross-channel journey reports in CJA to identify engagement trends, drop-offs, and optimization opportunities.
Created calculated metrics, dimensions, filters, and dashboards in CJA to monitor KPIs such as engagement rate, conversion rate, and retention.
Analyzed audience performance and behavioral insights to improve segmentation and personalization strategies.
Collaborated with marketing, product, and data engineering teams to translate business requirements into scalable real-time activation strategies.
Ensured consent management, opt-in/opt-out handling, and regulatory compliance within profile activation and journey orchestration.
Conducted end-to-end QA validation for ingestion workflows, identity resolution, segmentation accuracy, and journey execution.
Documented architecture designs, data dictionaries, segmentation logic, and operational playbooks to support enterprise governance.
Mentored team members on AEP data modeling, identity graph concepts, CJA reporting, and AJO orchestration best practices.
Environment: Adobe Analytics, AEP, AJO, CJA, Web SDK (alloy.js), Tealium, Optimizely, Adobe Launch, Adobe Report Suite, Adobe Campaign Builder, Adobe IO, Facebook, Meta
Citizen’s Bank, Johnston, RI Jan 2019 – Aug 2020
Adobe Analytics Consultant/Adobe Target
Roles & Responsibilities:
Analyze website & mobile app data on traffic sources & patterns.
Serves as a technical lead on developing analytics solutions & documents for developers that detail page code requirements & data layer details to support stated business analysis needs.
We partner with multiple business units within the organization & with agencies to ensure that best practices in tagging, security, measurement, & decision-making are transparent & central to our services.
Implemented third-party tags (Double-click, Facebook pixel, AppNexus pixel, Floodlight pixel) using Adobe launch as they help in remarketing purposes for business.
Well versed with Tag Management Solutions, especially with Adobe launch.
Created several rules & data elements using Adobe Launch.
Assists with tracking marketing & improving the results of marketing campaigns.
Manages site tags, data definitions, & custom scripting within Adobe launch.
Created A/B Testing use cases in Adobe Target.
Analyzed customer sales/acquisition data, connecting back-end customer database results to site & media performance.
Worked on A/B Tests in Adobe Target.
Worked in Adobe Experience Manager for remarketing purposes.
Provides insight on data trends & anomalies, making recommendations where appropriate to improve business performance.
Identifies new opportunities by combining quantitative data gathered with the Adobe toolset with data from other systems.
Environment: Adobe Report Builder, Adobe Marketing Cloud—Adobe Analytics (Omniture Site Catalyst), Adobe Target, Enlighten, Firebug, HP Quality Center, HTML JavaScript, Microsoft Excel, Microsoft Word, and PowerPoint.
Reynolds American Inc, Winston-Salem, NC July 2018 – Dec 2018
Adobe Analytics lead developer
Roles & Responsibilities:
Develops and maintains reports, dashboards, and scorecards for the mobile unit using Omniture Site Catalyst and Google Analytics Reporting Tools.
Created the IBAI (Insights, Business Action, & Impact) business model for mobile to change the trend from clickstream analysis to action-oriented analysis.
Implemented & configured the new SDK for Site Catalyst (Omniture) to track performance over the web.
Managing analytical tag migration program from legacy to new tag management system (Enlighten Enterprise Tag Management).
Involved in all phases of the web analytics cycle.
Created dashboard & monitored KPI's as required.
Worked on Campaign Tracking.
Worked on A/B testing campaigns to increase conversion rates & maximise user experience using Adobe Target Integrated website analytics across.
We used the Omni bug to match patterns on outgoing requests sent by the browser. This helped us identify & filter out unmatched patterns before decoding the details of any requests.
Works with the Testing/QA team to debug/test the web analytics tags.
Used Classifications (Manual & Rule Builder) & Processing Rules.
Created BRD & SDR for all the platforms to establish baseline metrics.
Environment: Google Analytics—Google Analytics Premium, AdWords, Enlighten Enterprise Tag Management, Google Tag Manager (GTM), Tableau, Firebug, HP Quality Center, HTML, JavaScript, XML, Microsoft Excel, Microsoft Word, PowerPoint, & Windows XP OS.
Levi Strauss & Co, San Francisco, CA June 2015 – July 2018
Adobe Analytics developer
Roles & Responsibilities:
Used Google Tag Manager to implement third-party tags (DoubleClick Floodlight, etc.), data layers & selected site functionalities.
Debugging implementation problems, JavaScript errors, & product functionality.
Performing multi-channel analysis by integrating & analyzing large operational, transactional, marketing, web, email, mobile, tablet, & research data to create a customer-centric view of data to drive customer acquisition & retention strategies.
Provided strategic & actionable recommendations based on the website analytics data to improve conversion rates, drive self-service usage, & decrease operational costs.
Worked on an agile platform, delivering daily status updates regarding the project timeline.
Provided audience tracking & trending reports to Ad Sales management through monitoring & analysis of various web properties.
Prepared & distributed daily & weekly reports highlighting relevant performance of competitors using various comScore Media Matrix & Media Planner reports.
Responsible for optimizing digital campaigns across channels, including SEM, SEO, & social media.
Measured & reported performance of all major digital marketing campaigns & assessed against goals (ROI & KPIs).
Worked on identifying trends, traffic patterns & paths to optimize seasonality, relevance & improved performance.
Developed A/B testing campaigns to increase conversion rates & maximize user experience using Adobe Target.
Integrated website analytics across multi-channel setup, giving end-to-end visibility into consumer behavior.
Improved the process for Requirement management (Requirement Traceability) across various stages of development.
In-depth knowledge of web analytics processes & other related SDLS standards & their application in web platforms.
Conducting Exploratory Data Analysis using Python and some of the most common modules.
Environment: Google Tag Manager (GTM), Dynamic Tag Manager (DTM), Google Analytics – Google Analytics Premium, AdWords, Dynamic Tag Manager (DTM), Firebug, HP Quality Center, HTML JavaScript, XML, Microsoft Excel, Microsoft Word, PowerPoint, Windows XP OS.
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