Sr Web Analytics Developer

Location: Pune

Employment Type: full-time

Designation: Sr Web Analytics Developer

Job Details

Senior Web Analytics Consultant

Professional Summary:

• 8+ years of experience as Web Analytics consultant with an expertise in Data Analytics, Digital transformation, Business Intelligence and Reporting analytics using complex data sets to identify key prospects to increase data quality and revenue.
• Experienced in Implementing Web Analytics, marketing platform analytics and Tag Management to deliver data to the business and drive digital effectiveness
• Experience in designing data layers and the foundation for Adobe analytics implementation on large sites.
• Achieved proficiency with Adobe Analytics, Google Analytics, Dynamic Tag Manager (DTM), Adobe Target, Google Tag Manager (GTM) and Clickstream.
• Strong knowledge on Adobe analytics variables, variable mapping, tags, server call types, cookies, sCode, Link Tracking, HTML, JavaScript, pixels, URL tracking and Packet sniffing.
• Experience in design & development of various reports on website behavior, customer experience analysis, traffic flow and ecommerce funnel analysis.
• Extensive experience in designing and documenting analytics tracking for digital web digital platforms.
• Strong knowledge on Configuration variable, Props, success events, eVars, SAINT and rule-based classification
• Worked on Tag implementation for Adobe Marketing suite and Google Analytics using Tag Management
• Experienced in working with Web Analytics packages and with various marketing channels to scope and implement their technical tracking requirements
• Testing of Web analytics to confirm that the essential tagging and metrics were designed, developed, and implemented correctly
• Experienced in digital marketing banner ads, Campaign Landing environment, Campaign strategies Email Marketing.
• Expertise in delivering end-to-end Web Analytics services from business strategy, technical specifications through implementation, analysis, and reporting.
• Develop and maintain KPI dashboards/reports for all channels, permitting for in-depth data analysis.
• Worked with the platform development teams to prioritize, build, test, and improve tracking solutions.
• Site optimization through bivariate (A/B) and multivariate testing with Optimize and Google.
• Experience with Adobe Test & Target and MS SQL.
• Experience in various SDLC methodologies like Agile/Scrum and Waterfall, participated in various phases of project life cycle as well as Requirements gathering, designing specifications, and documenting process flows.

Technical Skills

Education:

• Master’s in Information Systems Engineering & Management, Harrisburg University of Science and Technology, Pennsylvania, USA. 2015
• Bachelor’s in Technology, Nagarjuna University, INDIA, 2008

PROFESSIONAL EXPERIENCE

Senior Adobe Analytics Consultant

Ford Motors, Detroit, MI

October 2018 - Present

• Work with business teams, product owners to review requirements and translate the key business requirements to user stories and ensure to implement requirements for product development as per business need.
• Ability to perform significant audience segment analysis by integrating Adobe Audience Manager (AAM) audiences with Adobe analytics
• Tag Management (Adobe Launch, Adobe DTM, Google GTM) is used to implement tags for Adobe Marketing suite and Google Analytics across web and mobile.
• Testing Web Analytics and Omniture data/Pages using a digital pulse debugger for evaluating gaps, JavaScript issues and broken links
• Create Reports and dashboards in Adobe workspace, ensuring data flows appropriately without misleading numbers
• Provided audience tracking and trending statistics/reports to Ad Sales management by monitoring and analyzing various web properties
• All significant digital marketing campaigns performance was measured, reported, and evaluated against goals (ROI and KPIs).
• Responsible for optimizing digital campaigns across channels including SEM, SEO, and social media.
• Perform A/B testing, audience segmentation and content targeting
• Debugged and tested Web Analytics tags in collaboration with the testing/Quality Assurance team.
• Worked on identifying trends, paths, and traffic patterns to enhance seasonality, relevance, and performance.
• Developed end to end visibility into consumer behavior by integrating website analytics across multi-channel configuration.
• Developed A/B testing campaigns to boost conversion rates and improve user experience.
• Responsible for documenting User stories with Data Load Procedures that are used in the day-to-day operation of the applications.
• Participated in Daily scrum meetings, Requirement review meetings, Backlog grooming sessions and Sprint planning sessions.

Environment: Dynamic Tag Manager (DTM), Google Tag Manager (GTM), Adobe Marketing cloud - Adobe Analytics, Omniture site catalyst, AdWords, Adobe Launch, Adobe Audience Manager, Firebug, HTML, CSS, JavaScript, XML, HP Quality Center.

Senior Adobe Analytics Consultant

World Bank, Washington, DC

January 2016 – September 2018

• Implemented and analyzed multichannel Adobe Analytics to promote customer retention and provide a uniform shopping experience across all channels.
• Review Solution Design Reference and Implementation guide for Adobe analytics Props/eVars/events data collection.
• Analyze data from Reports & Analytics UI, Adobe Analytics workspace, and Adobe Data warehouse.
• Create dynamic tag manager (DTM) data elements, page load rules, event-based rules, and direct call rules that fire the beacon at the proper moment with the suitable combination of variables.
• Analyze the KPIs of multichannel marketing promotions and build a channel-specific tailored marketing campaign.
• Perform Tag Validation on website by debugging page source code, data layer and Web Analytics beacon.
• Develop web intelligence reports for page load events, user action events, and link click events
• Implemented Adobe Target and ran A/B testing campaigns to optimize conversion rates and improve user experience.
• Strong knowledge on Adobe analytics prop custom variables, evar conversion variable, success events, segments, rules, and advanced calculated metrics.
• Experience on Monitoring customers journey for successful conversion.
• Developed weekly and monthly reports for internal stakeholders, as well as reporting metrics
• Build the dashboards in Adobe Analytics by performing deep dive analysis using cohort, breakdown, funnel, segment comparison, path browsing and flow reports.
• Data mining throughout the digital tool ecosystem, for diagnostic analysis to find deviations and their causative factors.
• Build Adobe analytics/Site catalyst product string, eCommerce events, list variables, shopping carts and merchandising variables.

Environment: Adobe Marketing Cloud – Adobe Analytics (Omniture Site Catalyst), Dynamic Tag Manager (DTM), Adobe Report Builder, JIRA, JavaScript, HTML/CSS jQuery, Data Layer, JSON.

Senior Web Analytics Consultant

PPL Corporation, Allentown, PA

June 2014 – December 2016

• Experience with web analytic tools like Adobe analytics suite (Site Catalyst or Omniture) to analyze and report on customer behavior based on business requirements.
• Generate core insights from the data to provide recommendations that drive fundamental improvements to the site experience and increase performance against KPIs.
• Monitored and analyzed pre-defined KPIs and other digital metrics for business analysis.
• Worked on Multichannel Adobe Analytics implementation (across web & mobile) and analysis to increase customer retention and improve consistent shopping experience across the different channels.
• Worked on planning, analysis, requirements, testing and training for production implementations using DTM and Tealium.
• Increased Email performance by performing A/B and multivariate testing on emails.
• Tracked conversion goals, events, campaigns, configuring subdomain and cross domain tracking.
• Managed analytical tag migration program from legacy system to new tag management system DTM.
• Analytics Report Suites were created for different environments like staging and development.
• Experience with HTML, JavaScript, jQuery, web diagnostic tools like Fiddler, Firebug or Charles Proxy.
• Perform testing using built-in plug-in and 3rd party debugging tools (Adobe debugger, Omnibug, Firebug, HTTP Fox, Fiddle).

Environment: Adobe Report Builder, Adobe Marketing Cloud – Adobe Analytics (Omniture Site Catalyst), Ensighten Manage – Legacy and 2.0 (TMS), HP ALM, JIRA, JavaScript, jQuery, Data Layer, JSON, HTML/CSS and Regular Expressions.

Data Analytics Consultant

First Care, Austin, Texas

January 2013 to July 2014

• Worked on end-to-end Adobe Analytics solution design, development, support, testing and data analysis.
• Worked on Multichannel Adobe Analytics implementation (across web & mobile) and analysis to increase customer retention and improve consistent shopping experience across the different channels.
• Implementing Adobe Analytics in native mobile apps using iOS and Android SDKs.
• Deployed Adobe Analytics using Ensighten and DTM tag management systems.
• Performed A/B testing campaigns to increase conversion rates and maximize user experience.
• Worked with the Testing/QA team to debug/test the Web Analytics tags.

Environment: HTML, JavaScript, jQuery, Tag Management, MS-Office, Adobe /Omniture site Catalyst, Google Analytics, Charles proxy, fiddler.