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Digital Analytics Experience

Objective: Uncovering Business Opportunities through Data

Company: Waste Management   (Consumer Goods Industry)
Position: Senior Strategist, Web Analytics
           April 2012- Present

·     Lead the online analytics strategy using Adobe tools to optimize user behavior on the web, mobile & app
·     Encharge of operational analytics, data classification & attribute mapping for confidence level models
·     Serve as the subject expert for Tag Management Systems implementation & ongoing support
·     Strategize and drive all A/B and multi-variant testing for
·     Optimize the shopping cart experience with funnel conversion rates & deep data analysis
·     Establish partnerships with Agencies to manage paid search and SEO efforts
·     Partner with teams to build out Social Media Strategy with Voice of Customer & Analytics insights

·     Present periodic performance update and roadmap to the CIO and Executive team


Company: Charles Schwab   (Financial Industry)
Position: Senior Web Analytics Manager
           October 2008- April 2012

·      Perform deep-dives to various sections of the site to uncover opportunities using Adobe Insight and other analytics tools
·      Research web marketing hypothesis to guide business decisions and present findings to Directors & VP’s
·      Partner with key business leaders to develop new marketing research topics & evaluate new vendor offerings to determine fit with business (Test & Target, Ratings & Review, Community, Social Media)
·      Develop fully customized website dashboards in excel relevant to business and present quarterly results
·      Encharge of all page tagging and web enhancements and testing for all schwab sites and micro sites (20+)
·      Create segments based on web behavior for deeper insight on conversion and performance


Company: Reliant Energy (Energy Industry)
Position: Online Analyst
                       May 2006- October 2008

·      Led the WebTrends implementation of Web Analytics on the award winning website in 2007
·      Analyzed top web analytics vendors and served as the business lead for Omniture’s Site Catalyst implementation in 2008. 
·      Identified Key Performance indicators for the organization and created custom reports and dashboard players focused on improving conversion and increasing ROI for each unit
·      Developed multi-level measurement strategies for online and offline marketing activities with custom dashboards for individual channels performance
·      Institutionalized a campaign tagging, tracking & reporting system that reduced the process time 3:1


Company: TravelCLICK  (Hospitality Industry)
Position: E-Marketing Analyst
                           Aug 2004- May 2006

·      Consulted with clients and developed custom marketing plans focused on client objectives Managed ad campaigns on multiple channels by applying strategic analytical solutions
·      Performed Search Engine Optimization to improve website visibility along with ongoing vendor discovery and evaluation to improve upon the SEO offering
·      In charge of training of web analytics and other Internet Marketing Services products both internal and external
·      Developed strategic marketing application in excel that increased the specialists productivity from 1:5

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