Adobe Analytics Google

Manideep Tummuru

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

Phone Number: +1-469-***-****

Sr Web Analyst

Professional Summary:

●Over 8 years of experience in Digital Analytics, specializing in implementation, reporting, site optimization, and personalization.

●Proficient in implementing Google Analytics 4 and Adobe Analytics, with hands-on expertise in Google Tag Manager (GTM), Adobe Launch, and Tealium iQ.

●Extensive knowledge of Data Layer and site tagging best practices across sectors including Telecom, Pharmaceuticals, Financial Services, and Hospitality.

●Adept in working with Business Requirements Documents (BRD), Solution Design Reports (SDR), and Data Layer Specifications for Web Analytics implementations.

●Experienced in generating reports and insights using Google Analytics 360 and Adobe Analytics Workspace.

●Successfully achieved implementation milestones for client-side data collection using Adobe Analytics and Adobe Experience Platform (AEP) Web SDK / Mobile SDK.

●Proactive with a strong analytical mindset, known for diligence and the ability to analyze and interpret large datasets.

●Excellent data interpretation and communication skills, capable of summarizing and presenting complex findings in a clear manner.

●Skilled in creating visualization dashboards and charts with Tableau Desktop and MS Power BI, including KPI data extraction and report generation.

●Hands-on experience in writing and executing SQL queries to retrieve data from Enterprise Data Warehouses (EDW).

●Certified in Google Analytics, Google Tag Manager, and Adobe Analytics (Business Practitioner).

Technical Skills:

Digital Analytics: Proficient in Adobe Analytics, Google Analytics 360, and GA4.

Tag Management Systems (TMS): Experienced with Adobe Launch, Google Tag Manager (GTM), and Tealium iQ.

Job Functions: Skilled in site tagging and implementation, reporting, as well as A/B testing and experience testing (XT) activities.

Conversion Rate Optimization (CRO): Competent with Adobe Target and VWO.

Web Programming Languages: Knowledgeable in Python, HTML, CSS, JavaScript, and jQuery.

Business Intelligence Tools: Adept in using Google Data Studio, MS Power BI, and Tableau Desktop & Server.

Customer Data Platforms: Familiar with Adobe Experience Platform (AEP) and Google Cloud Platform (GCP).

Debugging Tools: Experienced with Adobe Experience Platform Debugger, Chrome Developer Tools, and Charles.

Work Experience:

TransAmerica Corp, Cedar Rapids, Iowa Feb 2023 to Till Date

Senior Analyst – Adobe Analytics

Responsibilities:

●Collaborated on Solution Design (SDR), Implementation, and Reporting for Transamerica.com websites utilizing Adobe Launch and Adobe Analytics.

●Managed the data layer tag specifications document and led the implementation of Adobe Analytics and Adobe Experience Platform Web SDK and Mobile SDK.

●Developed and maintained documentation including Business Requirements (BRD), Solution Design (SDR), and Technical Specifications for the Data Layer.

●Worked with development teams on Adobe Experience Manager (AEM) and data engineering projects.

●Coordinated with Front End and Web Content Management teams to implement data layer solutions as per the design specifications.

●Created, managed, and published build libraries in Adobe Launch, including Extensions, Data Elements, and Rules, with JavaScript coding involved.

●Deployed third-party marketing pixels on Transamerica.com marketing landing pages through Adobe Launch.

●Implemented Google Analytics 4, global site tags, and marketing pixels via Google Tag Manager for Transamerica Business Group’s websites and blogs.

●Conducted testing, debugging, and troubleshooting of site tagging issues using Chrome Developer Tools.

●Created, maintained, and managed dashboards on Adobe Analytics, Tableau Server, and Looker.

●Diagnosed and resolved data anomalies in Adobe Analytics through debugging and root-cause analysis.

●Prepared and presented monthly business reviews (MBRs) and reports on notable product launches, such as Apple product releases, generating actionable insights.

●Offered strategic guidance to the End-to-End Data & Analytics team on agile methodologies.

●Utilized SQL and Tableau for generating insightful reports and supporting key initiative analyses.

●Updated SDR and internal documentation related to Adobe Analytics and Tableau Server.

●Analyzed new business requirements for web analytics tracking, coordinating with the site tagging engineering team.

●Set up A/B tests and Experience Targeting activities in Adobe Target using the Visual Experience Composer (VEC).

●Extracted data from the Enterprise Data Warehouse (EDW) using basic SQL queries.

Comcast, Philadelphia, Pennsylvania Mar 2022 to Jan 2023

Senior Implementation Engineer – Adobe Analytics

Responsibilities:

●Independently managed Solution Design, Implementation, and Reporting for the website using Adobe Launch and Adobe Analytics.

●Developed and maintained Business Requirements Documents (BRD), Solution Design Reports (SDR), and Technical Specifications for the Data Layer.

●Collaborated closely with Front End and Web Content Management teams to implement the data layer as per the design specifications.

●Created, managed, and published libraries in Adobe Launch, including extensions, data elements, and rules.

●Implemented third-party marketing pixels on website’s marketing landing pages through Adobe Launch.

●Delivered reporting services to Product Managers for the Prescription-based Medicine Content Hub on website, spanning multiple business units.

●Enhanced the performance and efficiency of SQL scripts for in-house MySQL Database operations.

●Designed, maintained, and managed Site Analytics dashboards using Adobe Analytics and Quantum Metrics (QM).

●Conducted debugging, troubleshooting, and root-cause analysis for data anomalies in Adobe Analytics.

●Compiled and presented monthly business reviews (MBRs) and quarterly business reviews (QBRs) by generating detailed reports and insights.

●Updated Solution Design Reports (SDR) and internal documentation for Adobe Analytics and Quantum Metrics.

●Analyzed new business requirements for web analytics tracking provided by product managers, coordinating with the site tagging engineering team.

●Set up A/B tests and Experience Targeting activities in Adobe Target using Visual Experience Composer (VEC).

●Extracted data from the Enterprise Data Warehouse (EDW) using basic SQL queries.

Impulse Retailing, Australia May 2019 to Feb 2022

Web Analytics Consultant

Responsibilities:

●Assisted the Web Manager in generating web reports, establishing/reviewing KPIs, and offering insights and recommendations for future enhancements.

●Developed and maintained reference materials and documentation, including user guides and help sites.

●Actively identified and implemented improvements to traffic reporting processes and ensured data accuracy.

●Documented current processes and created presentations to propose enhancements.

●Collaborated with the Testing Manager and developers to identify A/B testing opportunities and analyze test results.

●Debugged newly integrated tags using Adobe Experience Cloud Debugger to ensure accurate data tracking.

●Worked on Adobe Target and AEM I/O integration, creating experience fragments in AEM and exporting them to Adobe Target.

●Served as a POC (Point of Contact) for email personalization using Adobe Target in campaigns.

●Managed cross-domain tracking.

●Skilled in developing both digital and event-driven data layers.

●Worked on standard page load tracking and custom tracking, including form field abandonment, form field interactions, and HTML video tracking.

Tech Mahindra, India Jun 2017 to Feb 2019

Adobe Analytics Developer

Responsibilities:

●Engaged in web analytics to gather business requirements, oversee implementation, conduct testing, generate reports, and provide insights.

●Managed tag implementation for the Adobe Marketing Suite using Adobe DTM across multiple domains.

●Collaborated with business and technology teams to define and communicate web project requirements. Guided development teams in implementing tracking codes following best practices.

●Presented an enhanced version of the Dynamic Tag Manager Analytics mobile SDK for iOS and Android apps to automate data capture.

●Enhanced segmentation tracking, implemented behavioral retargeting, and optimized email campaign circulation.

●Debugged analytics tags in tag managers using tools like Google Tag Assistant, Charles Proxy, and others.

●Collected business requirements and implemented tags to track data based on those requirements.

●Analyzed online user behavior, conversion data, customer journeys, funnel performance, and multi-channel attribution.

iBING Software Solutions, India Aug 2015 to May 2017

Google Analytics Consultant

Responsibilities:

●Participated in web analytics by gathering business requirements, overseeing implementation, conducting testing, reporting, and delivering insights.

●Deployed advertising and marketing pixels for Google Ads, Google Marketing Platform (formerly DoubleClick).

●Collaborated with business and technology teams to define and communicate web project requirements, mentoring development teams on proper tracking code implementation and adherence to best practices.

●Managed the implementation of tags for Google Analytics 360 and Google Tag Manager.

●Enhanced segmentation tracking, implemented behavioral retargeting, and optimized email campaign distribution.

●Debugged analytics tags within tag managers using Google Tag Assistant, Omnibug, and Chrome Developer Tools.

●Collected business requirements and implemented tags to track data accordingly.

●Created reports and dashboards using Google Analytics 360 data in Data Studio, providing actionable insights to the business.

●Conducted A/B testing using Google Optimize and VWO.

●Developed and executed JavaScript code for site tagging within Google Tag Manager.

Education:

●Bachelors in computer science from Acharya Institute of Technology

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