Swetha Thokala
Adobe Analyst
Summary
- Around 8 years of total IT experience with strong hands-on Design, Analysis, Development, Testing, Performance Tuning and Implementation in the field of Web Analytics using Adobe solutions.
- Hands-on experience with Adobe Experience cloud products such as Adobe Analytics, Adobe Target, Adobe Audience Manager and Adobe Tag Managers – DTM & Launch.
- Implemented tag management for web and mobile applications. Strong knowledge of tagging for reporting and also had experience in creation of enterprise design documents (such as Business Requirements Document, Solution Design Reference) for Adobe Analytics.
- Had developed visualization dashboards and chart reports using reporting tools like Tableau.
- Expertise in designing data layer required for web applications and context data for mobile applications.
- Experience in analytics integration with Front end code. Proficient in devising and using Rules, Data elements in Adobe Launch.
- Hands on experience in Adobe Target - Experience Target and A/B campaign. Developed Visual Variable Mapping, for Single page applications (SPA), Web and mobile platforms (Android and iOS).
- Involved in testing the metrics in a wide range on browsers with the help of tools like Omnibug, Adobe Experience Cloud debugger, Fiddler, Firebug, Digital Pulse Debugger, Charles Proxy.
- Working experience in implementing paid campaigns and contribute to the development and implementation of best practices and measurement frameworks that effectively capture necessary campaign data.
- Experience in implementation of marketing tags like Facebook pixel, Google pixel.
- Fair expertise in finding strategies to increase traffic and identify usability issues on the application and recommend changes to optimize site usage.
- Used observe point to created rules and journeys to perform analytics audit.
- Developed Traffic Reports, Path Reports and Conversion reports using Report Builder.
- Experience in Agile methodologies like Scrum. Strong knowledge on using JavaScript, HTML and CSS.
- A highly motivated and energetic professional, dedicated to understanding and meeting clients needs.
- Excellent teamwork, communication, interpersonal, leadership, analytical, and problem-solving skills.
Overview
8
8
years of professional experience
Work History
Adobe Analyst
Subway
Milford, CT
01.2019 - Current
- Involved in the end to end implementation of Adobe Analytics including requirement gathering, data layer design, SDR, Tech specs, implementation, validation of tags, reporting, analysis & business strategy (optimization).
- Created the technical specification documents with the launch scripts and the data layers variables along with the specific syntax for both web and mobile.
- Worked closely with the Dev team to implement data layer required for Analytics implementation.
- Worked on Adobe Launch tag manager for creating web properties, configuring extensions, data elements, rules, libraries and managing Adobe Analytics, Target and media pixels in one platform.
- Implemented both Conversion (eVar) and Traffic (prop) variables, events for tagging, testing, and data validation.
- Performed Analytics validation for both web and mobile applications using the developer tools like Omnibug, Adobe Experience Cloud debugger, Charles Proxy, Android Studio.
- Implemented different marketing tags like Facebook pixel, Google pixel.
- Worked on the analytics implementation on websites, mobile apps, local sites, and campaign landing pages including both single-page application(SPA) and non-SPA sites.
- Tracked, assessed, and reported user journeys to ascertain the strongest path to conversion and purchase.
- Utilized metrics such as unique visitors, Bounce Rate, Visits, average time on site, scroll depth and performed traffic analysis and demonstrated to content team on opportunities for improvement.
- Experienced in utilizing statistical concepts for A/B test analysis: statistical significance, confidence intervals, and establishing variance thresholds.
Adobe Analyst
Bank of America
Charlotte, NC
05.2016 - 12.2018
- Involved in implementing, performing QA and deploying the tagging solutions on the adobe launch platform.
- Tagging requirements and setting context data variables to Adobe Site Catalyst stated metrics (props, eVars, events, context data).
- Developed Traffic Reports (Site, Visitor, Segmentation), Path Reports (Page reports, Entries and exits) and Conversion reports (Purchases, Custom events, Campaigns reports etc) using Report Builder.
- Involved in discussions with key stake holders in identifying KPIs and other metrics that are required for the business goals.
- Involved in creating and developing the SDRs with the variables (props/eVars/events) that are tracked in metrics.
- Responsible for Analytics implementation in web, mobile and single page application platforms.
- Designed and developed new web properties based on the metrics to be captured.
- Worked on Data Mapping and Analytics along with the ability to recommend solutions to optimize the SQL queries for visualizations as well as organizing and storing large-scale data.
Web Analyst
Sears
Hoffman Estates, IL
06.2014 - 04.2016
- Responsible for Gathering Requirements, utilizing and expanding on existing Process Flow documentation, and Writing Technical Documentation for users and developers.
- Created the Functional Specification and other required documents for developers.
- Create dashboard and monitored KPIs as needed.
- Responsible to do Data Analysis and Process Analysis to deliver client's needs for the TO-BE process.
- Created detailed technical Uses Cases for system development and facilitated user testing in an iterative development process to support Agile Methodology.
- Performed User Acceptance Testing UAT.
Education
Bachelor’s in Information Technology -
Jawaharlal Nehru Technological University (JNTU)
Skills
Digital Marketing Tools : Adobe Analytics, Adobe Launch, DTM, Adobe Target, Tealium
Debug Tools : Adobe Experience Cloud Debugger, Omnibug, Charles, Android Studio
VisualDefect Tracking tool: JIRA, Azure Devops
Visualization Tools: Tableau, Analysis Workspace
Scripting Languages : JQuery, JavaScript, HTML, CSS
Database: SQL
Timeline
Adobe Analyst
Subway
01.2019 - Current
Adobe Analyst
Bank of America
05.2016 - 12.2018
Web Analyst
Sears
06.2014 - 04.2016
Bachelor’s in Information Technology -
Jawaharlal Nehru Technological University (JNTU)