Senior Adobe Analyst
Current Responsible for designing and developing web analytics and data analytics solutions for the Digital Marketing team using Adobe Analytics, Adobe Audience Manager, and SQL Server Reporting Services. Developed customer profile data analytics reports using Adobe Analytics data, Audience Manager data and SQL Server reports services. Implemented and tracked end-to-end visitor journey using Adobe Analytics UID and mapping to customer profile ID. Used Adobe Dynamic Tag Manager to implement third-party tags (DoubleClick, Floodlight, etc.), data layers, and selected site functionalities. Work with the developers to understand the site implementation and to build the digital data layer (DDL) using the DOM object and metadata on the page. Responsible for performing Site Catalyst admin activities including but not limited to user management, saint classifications (uploads and rules builder), processing rules, Dashboards, Segment creation, defining eVars, props, and events serialization. Performed A/B testing, and multi-variant testing using Adobe Target for sites and campaigns to increase conversion rates and maximize user experience. Mapped second-party data from Adobe Audience Manager and first-party customer data from Adobe Analytics to load into target reporting DB. Build by the Campaign Business Requirements (including HTML coding for dynamic content) Build campaigns based on BRD (Business Requirements Document). Run the campaign workflow, send the campaign through identified channels, and create post-campaign logs. Design the implementation of Google Tag Manager (GTM) for individual and community health groups. Set up usability tracking using GTM to understand user’s click behavior to complement ad hoc UX research results and analysis. Conducted in-depth data analysis using Adobe Analytics and Tableau to identify trends, patterns, and opportunities for optimization. Developed custom reports, dashboards, and visualizations in Tableau and power BI.
