WEB Analytics Consultant

Anvitha M

Adobe Analytics/Adobe Target Developer

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.

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 / Digital analytics

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

Designed and implemented Adobe Analytics tracking frameworks to capture Voice of Customer (VOC) signals, including feedback interactions, survey triggers, and customer sentiment touchpoints across web and mobile platforms

Integrated VOC data into Adobe Analytics through custom events and eVars, enabling analysis of customer feedback alongside behavioral data to identify experience gaps

Partnered with product and engineering teams to instrument VOC-related events within the data layer, ensuring accurate and scalable data collection

Defined and implemented analytics taxonomy to measure First Call Resolution (FCR) by tracking customer journeys, self-service interactions, and escalation paths across digital platforms

Developed event-driven tracking strategies to identify successful issue resolution within a single session, supporting digital containment and FCR optimization goals

Analyzed user flows and interaction patterns to identify friction points impacting FCR, providing actionable insights to improve self-service effectiveness and reduce support dependency

Established data layer standards and tagging guidelines to consistently capture VOC and FCR metrics across enterprise applications

Ensured data quality and governance for VOC and FCR tracking through rigorous QA, validation, and collaboration with cross-functional teams

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.

Created end-to-end migration strategy including schema redesign, workflow re-engineering, and delivery template transformation to modernize Adobe Campaign environments.

Designed and implemented solutions using Adobe Experience Platform (AEP) and Adobe Campaign Manager, including XDM schema configuration, audience segmentation, and cross-channel orchestration.

Gathered business and technical requirements, translated them into scalable architecture designs, and provided strategic MarTech recommendations aligned with enterprise standards.

Reviewed and validated Technical Specification Documents (TSDs), ensuring proper platform configuration, custom development alignment, and integration feasibility.

Collaborated with onshore and offshore engineering teams to oversee configuration, custom development, QA, and production deployments across the MarTech ecosystem.

Optimized B2C website performance using Adobe Analytics insights, leading to a 15% increase in conversion rates.

Developed A/B testing strategies for B2C sites, using Adobe Target and Analytics to improve user engagement by 18%.

Analyzed customer journeys across eCommerce and lead-generation websites, identifying drop-off points and increasing retention by 22%.

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.

Administered Adobe Workfront in a large enterprise environment, supporting complex workflows, multiple business units, and high-volume users across product, marketing, and operations teams.

Configured and governed Workfront Groups, Teams, Layout Templates, Access Levels, and Custom Forms to ensure scalable and standardized platform usage across departments.

Designed and optimized end-to-end project workflows, request queues, issue routing rules, and approval processes aligned with enterprise PMO standards.

Built advanced Workfront reports and executive dashboards using calculated fields and text mode to track resource utilization, SLA adherence, project health, and operational KPIs.

Partnered with Group Administrators to enforce governance standards, configuration consistency, naming conventions, and change management best practices.

Provided Tier 2 support for complex Workfront configuration, access, reporting, and workflow issues, performing root cause analysis and coordinating with Adobe Support for escalations.

Developed and maintained Tier 0 self-service enablement resources including user guides, FAQs, troubleshooting playbooks, and training decks to reduce support volume.

Designed and facilitated live training sessions, office hours, and platform demos tailored to Product Managers, Operations teams, and Executive stakeholders to drive adoption.

Tracked and analyzed Workfront adoption metrics and AI-powered feature usage, identifying optimization opportunities and promoting governed, responsible usage.

Gathered business requirements from cross-functional stakeholders and translated them into scalable Workfront configurations aligned to enterprise governance models.

Implemented Workfront intake frameworks to standardize project requests and improve visibility into prioritization, capacity planning, and delivery timelines.

Integrated Workfront with Adobe Experience Cloud tools to align project execution with digital analytics, personalization, and campaign initiatives.

Conducted quarterly platform health audits and recommended long-term optimization initiatives to improve workflow efficiency and reporting accuracy.

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.

Leveraged GitHub Copilot to accelerate development of Web SDK implementations, API integrations, and data transformation logic

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

Remote

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.

Supported Adobe Workfront administration within a multi-group enterprise environment, collaborating with Group Administrators to maintain configuration consistency and governance standards.

Configured and optimized Workfront request queues, project templates, task structures, and approval workflows to align with marketing campaign lifecycle processes.

Developed advanced custom reports and executive dashboards in Workfront using calculated fields and text mode to track campaign velocity, backlog trends, SLA compliance, and team capacity.

Designed custom forms and intake processes to standardize marketing project requests across regional and global business units.

Partnered with PMO and marketing leadership to translate business requirements into scalable, governed Workfront solutions.

Conducted root cause analysis on workflow bottlenecks, access issues, and reporting discrepancies, reducing turnaround times and improving delivery predictability.

Delivered live training sessions and office hours for marketing and analytics teams to improve Workfront adoption and process compliance.

Created self-service enablement documentation including quick-start guides, FAQs, and workflow walkthroughs to reduce repetitive support requests.

Monitored platform adoption metrics and identified underutilized features, recommending automation and AI-powered capabilities to improve productivity.

Collaborated with IT and enterprise tool owners to ensure Workfront configurations aligned with security, access control, and compliance requirements.

Established governance frameworks for naming conventions, project lifecycle stages, and reporting standards across multiple business units.

Supported integrations between Workfront and Adobe Experience Cloud solutions to improve visibility between campaign execution and digital performance analytics.

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.

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

Phoenix, AZ

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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