Summary
Overview
Work History
Education
Skills
Accomplishments
Timeline
MANU CM

MANU CM

Web/Market Analytics Manager
Bengaluru

Summary

Senior Web Analytics Manager with 15 years in Analytics, adept at leveraging MarTech tools for implementing usecases. Skilled in marketing analytics, web analytics, campaign analytics, personalization and insights generation. Quick learner, tech-savvy, passionate about industry trends and emerging tech. Capable of utilizing data insights to identify areas of improvements in a website to develop & execute A/B, recommendations to improve user experience and thereby increasing the conversion rates and effectiveness of campaigns.

Overview

16
16
years of professional experience
4
4
years of post-secondary education

Work History

Senior Operations Manager

Infosys BPM
12.2018 - Current
  • Employing Customer Data Platform (CDP) and Web Analytics for Account-Based Marketing (ABM) of B2B website
  • Use MarTech tools like BlueConic, Adobe Analytics, Adobe Launch, Adobe Target, Matomo and also managing administrative tasks within Adobe applications
  • Proficiently employing options in Martech tools like Connections, Listeners, Tag management, Adobe SAINT
  • Generating necessary variables through data layer, rules in Adobe Launch, crafting Segments and calculated metrics
  • Establishing connections/API to draw data from diverse platforms into the CDP
  • Executing personalized content strategies utilizing BlueConic and Adobe Target
  • Crafting personalized content through Recommendations, Experience Targeting, A/B, Multivariate testing and disseminating analysis and reports using the A4T link in Adobe analytics / Omniture / Adobe SiteCatalyst
  • Taking responsibility for delivering comprehensive data analysis, interpretation, and visualization, offering profound insights to the business through advanced tools such as Adobe Analytics
  • Designing and automating business reports concerning traffic, conversions, and other metrics utilizing Adobe SiteCatalyst's workspace, dashboards, and report builder effectively
  • Scrutinizing web pages, overall site metrics, report suites and digital campaigns
  • Implement and troubleshoot Analytics tags on web pages through rules, data elements and extensions in Adobe Launch
  • Formulating campaign tracking URLs and conducting in-depth analysis of campaign effectiveness
  • Leading use case implementation on Martech Tools, Visualization of KPI (Key Performance indicators).

Business Analyst

Genpact
11.2011 - 12.2018
  • Worked extensively on Web Analytics, Business Research, Campaign Analytics and Data Analytics Examined and configured Dashboards/Reports
  • Prepared weekly/monthly reports for digital marketing team using web analytics data that summarizes key trends, and presented actionable insights to the client
  • Provided insightful assistance to the teams in preparing reports, segmenting data and developing Dashboards, as well as performing analysis within the boundaries of Digital Marketing
  • Conducted testing for mobile apps (both Android and iOS platforms) using debugger (Charles and Debugger)
  • Identified areas for improvement and applied Lean methodologies to streamline and simplify deliverables where applicable
  • Extracted shopper card data related to purchases and promotional coupon usage for specific products from Retailers' data on behalf of the Consumer Packaged Goods (CPG) client, utilizing built-in tools
  • Created reports using the extracted data
  • Collaborated with the client to comprehend the required type of analysis for CPG, Retail and restaurant client
  • Effectively utilized campaign data, expenditure data, and historical sales data provided by the client to craft an analysis report assessing the effectiveness of campaigns and calculating the overall Return on Investment (ROI)
  • Modified data received in the formats such as text, Word and Excel through tools such as MS Access and MS Excel
  • Meticulously validated and uploaded data into the application

MIS Officer

Tesco
10.2010 - 11.2011
  • Diligently creating reports according to the Client's established daily, weekly, and monthly schedule
  • Responsible for extracting necessary data from tools like Mainframes, MS Access and SQL submitting it to client
  • Accountable for preparing reports to fulfill specific business needs

Associate Client Services Reporting

Altisource, Ocwen
08.2008 - 10.2010
  • Compiled reports on a daily, weekly, and monthly cadence as outlined by the client.
  • Retrieve necessary data from system tools such as Mainframes, MS Access, and SQL.
  • Prepared internal performance reports for branches and collectors of collection agency and credit reporting agency , while actively participating in client performance report discussions and engaging in calls to implement report modifications.
  • Responsible for crafting on-the-fly reports to meet specific business needs.

Education

BlueConic Fundamentals -

BlueConic CDP
2023 - 2023

Advanced ABM Certification -

Demandbase Academy
02.2023 - 04.2023

Digital Marketing -

HubSpot Academy
07.2023 - 08.2023

Campaign Manager Pro -

Sprinklr
06.2023 - 08.2023

Executive MBA -

Indian Institute of Management Calcutta, Kolkata, India
11.2010 - 10.2011

Bachelor of Science - Finance

Krupanidhi Degree College, Bengaluru, India
06.2005 - 06.2008

Skills

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Accomplishments

  • Six Sigma Green Belt certified for reducing the turn-around-time / simplifying the process in Genpact.
  • 2-star Lean certified for streamlining projects using VBA and R Studio for enhancing efficiency.
  • Helped team in Transitioning reports from US to India in Altisource.
  • Received Bronze awards for seven quarters from the team, along with a Team Synergy accolade at the Genpact organization level
  • Served as the Quality and HR point of contact for various teams at Genpact.

Timeline

HubSpot Academy - Digital Marketing,
07.2023 - 08.2023
Sprinklr - Campaign Manager Pro,
06.2023 - 08.2023
Demandbase Academy - Advanced ABM Certification,
02.2023 - 04.2023
BlueConic CDP - BlueConic Fundamentals,
2023 - 2023
Senior Operations Manager - Infosys BPM
12.2018 - Current
Business Analyst - Genpact
11.2011 - 12.2018
Indian Institute of Management Calcutta - Executive MBA,
11.2010 - 10.2011
MIS Officer - Tesco
10.2010 - 11.2011
Associate Client Services Reporting - Altisource, Ocwen
08.2008 - 10.2010
Krupanidhi Degree College - Bachelor of Science, Finance
06.2005 - 06.2008

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MANU CMWeb/Market Analytics Manager