Summary
Overview
Work History
Education
Skills
Websites
Certification
Timeline
Generic

DEEPAN K S

Bengaluru

Summary

Lead Business Analyst with strong proficiency in Adobe Analytics, Google Analytics, and Google Tag Manager. Expertise in creating dashboards and conducting omnichannel reporting using Adobe Workspace, Looker Studio, and Power BI. Demonstrated success in stakeholder engagement and cross-functional collaboration, resulting in effective data visualizations and measurement strategies that enhance business performance.

Overview

13
13
years of professional experience
1
1
Certification

Work History

Lead Business Analyst

Indegene
12.2021 - Current
  • Led migration project for 28 websites to GA4 during universal analytics transition, creating project plan and measurement strategy.
  • Managed Google Tag Manager deployments to ensure accurate user interaction tracking through custom global SDR.
  • Assisted in developing strategies for integrating multiple systems into a single unified platform, such as GA4 with BigQuery and GA4 with SFMC.
  • Worked closely with project managers, developers, designers, product owners, QA testers and other stakeholders throughout the entire SDLC cycle from concept through delivery.
  • Created a unified omnichannel dashboard in Looker Studio for holistic campaign and web engagement insights.
  • Developed reporting template in Adobe Workspace to evaluate campaign performance and user behavior.
  • Led cross-functional teams to identify business requirements and define project scope.
  • Facilitated workshops to gather stakeholder insights and prioritize system enhancements.
  • Integrated Google Ads, Google Search Console, with GA4 to analyze the performance between the platforms.
  • Custom goal creation in GA4 to measure the campaign's conversion and engagement.
  • Advised engineering team on implementing user ID tracking, form impressions, and video impressions for enhanced user engagement insights.
  • Implemented Microsoft Clarity heatmaps to visualize and analyze user journey across websites.
  • Executed advanced consent mode for parallel tracking on websites to inform marketing strategies effectively.
  • Created the UTM tracking template to standardize the taxonomies and processes.
  • Worked closely with the campaign management team to implement Claravine into the ecosystem, and designed meta data templates for each paid channel.

Sr. Consultant

Softcrylic
06.2021 - 12.2021
  • Supported multiple projects for clients in aviation, enhancing commerce and non-commerce sites.
  • Created performance metric dashboard aligned with key performance indicators.
  • Measured and analyzed content across various social media platforms.
  • Prepared requirement documents for analytics tagging and coordinated with implementation team.
  • Gathered requirements, documented findings, and provided insights through meaningful visualizations.
  • Mentored reporting team to improve performance and ensure quality checks.
  • Identified opportunities to automate reports, reducing manual intervention.
  • Conducted cross-practice sessions on web analytics variables and concepts for internal knowledge sharing.

Business Analyst

Genpact
07.2012 - 06.2021
  • Gathered requirements to design and build Tableau workspaces, scorecards, dashboards, and reports with clear visualizations.
  • Conducted ad-hoc and trend analyses to enhance understanding of site performance and user journeys.
    Tracked overall web traffic and customer behavior by creating segments in Omniture based on requirements.
  • Generated booking and revenue details for revenue-generating and non-revenue-generating lines of business.
  • Performed deep dive analysis on referring domains and sources to identify growth opportunities.
    Created Jira tickets for analytics tagging requirements, coordinating with the implementation team for validation.
  • Participated in A/B testing plans, tracking performance between old and new pages.
    Provided daily comparison reports until changes achieved full audience integration.

Education

BSc. - Physics

PSG College of Arts & Science
Coimbatore
01.2005

Skills

  • Adobe Analytics and Google Analytics 4
  • Google Tag Manager
  • Power BI and Looker Studio
  • Matomo Analytics
  • ObservePoint
  • Project management
  • Data visualization
  • Campaign measurement
  • Stakeholder engagement
  • Cross-functional collaboration
  • Product management
  • Data analysis and insights

Certification

  • Google Analytics
  • ObservePoint professional
  • Claravine Academy manager 200
  • AI for business analysts
  • Lean Green Belt certified
  • Lean Six Sigma certified
  • PMP Course Completion

Timeline

Lead Business Analyst

Indegene
12.2021 - Current

Sr. Consultant

Softcrylic
06.2021 - 12.2021

Business Analyst

Genpact
07.2012 - 06.2021

BSc. - Physics

PSG College of Arts & Science

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DEEPAN K S