Summary
Overview
Work History
Education
Skills
Timeline
Generic

Nithinreddy Yanala

Hillsboro

Summary

• Building Digital Analytics Framework, Web Analytics implementation and
auditing.
• Worked on Following Domains - Banking and Insurance, Communication,
Automotive , Travel & Hospitality.
• Expertise in creating Successful Marketing , Analytics and Personalization
strategies for clients.
• KPI identification, Maintained Solution Design Reference (SDR) and technical
specifications documents for site tagging and data layer
• Data integration, Dashboard creation and Reporting.
• Visitor Segmentation, User Behavior Analysis.
• Digital Marketing Strategy, Business Analysis, Competitor Analysis, Vendor
and Client Management, Business Development.
• Extensive knowledge in various Digital Analytics and Marketing tools
like
Adobe Analytics, Google Analytics 360, Adobe Launch, Google Tag Manager,
Adobe Target, Google Optimize,Adobe Audience Manager
• Handled Analytics projects across site tag implementation, QA and debugging.

Overview

6
6
years of professional experience

Work History

Senior Adobe Experience Manager

AT&T
06.2022 - Current
  • Handled migration of 50+ UA properties into GA4
  • Worked extensively in setting up tracking concepts for ecommerce sections in ga4
  • Handling End-to- End Implementation of GA4 while migrating it from UA to GA4
  • Manage delivery of monthly performance reporting to quantify the impact of marketing & business adjustments
  • Worked with Product managers to scrutinize the gaps
  • Handled Analytics projects across site tag implementation, QA and debugging
  • Maintained Solution Design Reference (DR) and technical specifications documents for site tagging and data layer
  • Responsible for generating KPI’s for business requirements and Implementing Tags in Tag manager tools for better tracking both using Google Analytics & Adobe Analytics
  • Setting up the advanced tag testing mechanisms to ensure the quality of the data capture on the sites
  • Other tasks to perform pre-& post tech releases and measure the application performance & key KPIs
  • Point of contact for audience segment creation on 1st party online data and segment activation on advertising servers
  • Occasionally setting up A/B tests and Experience Targeting activities on Adobe Target through VEC (Visual Experience Composer)
  • Worked in agile methodologies like Scrums with multiple functions and environments across Dev, QA and Prod
  • 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
  • Also pulling the reports from Tableau and Power BI
  • Experience in designing, developing, and implementing complex Adobe Journey Optimizer campaigns and workflows
  • Work with marketing managers to identify opportunities and analyze risk within the business
  • Provide data driven business intelligence through tracking and analysis of website performance and results of online marketing initiatives
  • Day to day responsibility in managing tags using Adobe Launch for various domains.

Adobe Analytics Consultant

Verizon
09.2020 - 06.2022
  • Responsible for generating KPI’s for business requirements and Implementing Tags in Tag manager tools for better tracking both using Google Analytics & Adobe Analytics
  • Handling End-to- End Implementation of GA4 while migrating it from UA to GA4
  • Build and manage a marketing dashboard that portrays key performance indicators for campaigns and different marketing channels using Adobe analytics
  • Also pull the reports from Tableau and Power BI
  • Experience in designing, developing, and implementing complex tracking concepts including ecommerce
  • 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
  • Audit website and provide technical recommendations for maximizing online visibility
  • Experience with web site performance optimization for multiple channels
  • 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.

Adobe Analytics Developer

American Express
07.2019 - 08.2020
  • Worked Extensively as a digital analytics consultant handling implementation & maintenance of Tracking in GA360 Tracking
  • Responsible for creating dashboard for the product teams
  • POC on Email Personalization in Campaign using Target
  • Cross domain tracking
  • Experienced in developing both digital Data Layer and Event Driver Data Layer
  • Work closely with data analysts to ensure alignment between Google Analytics data and reporting requirements, facilitating a cohesive approach to data interpretation
  • Collaborate with marketing, development, and other teams to ensure the integration of Google Analytics aligns with overall business strategies
  • Worked on Standard page load tracking, custom tracking like form field abandonment, form field interaction, HTML Video tracking.

Web Analytics

East West Bank
06.2018 - 06.2019
  • Analyzes 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
  • Experience in designing, developing, and implementing complex Adobe Journey campaigns and workflows
  • 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
  • Experience in defining a secure and scalable architecture using Adobe Experience Manager (AEM)
  • 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.

Education

Master of Science -

Sacred Heart University
Fairfield, CT

Skills

  • Web Analytics: Adobe Analytics, Google Analytics, Google Analytics 4 , Qualtrics
  • Tag Management Tools: Google Tag Manager, Adobe Launch
  • Web content optimization: Adobe Target
  • Tools: Looker Studio/Data Studio, Tableau, Power BI, BigQuery
  • Languages: HTML5, JavaScript, SQL
  • Having knowledge: CSS, jQuery
  • Office tools: MS Office

Timeline

Senior Adobe Experience Manager

AT&T
06.2022 - Current

Adobe Analytics Consultant

Verizon
09.2020 - 06.2022

Adobe Analytics Developer

American Express
07.2019 - 08.2020

Web Analytics

East West Bank
06.2018 - 06.2019

Master of Science -

Sacred Heart University

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Nithinreddy Yanala