Vimala Madhu

• Designed and implemented a one‑click flight booking flow with user consent checkbox and SSCI integration.
• Delivered end‑to‑end analytics tracking for flight search, booking funnel, checkout flow, Loyalty, and Newsroom platforms.
• Implemented tracking for Exclusive Deals, Promo Code dropdown interactions, and DigiYatra button clicks.
• Fixed duplicate interact calls, missing page URL issues, and link click tracking inconsistencies.
• Resolved issues related to blank or undefined variables, incorrect payment type capture, and missing or broken Adobe Analytics tracking code.
• Led end‑to‑end analytics implementation for Air India & MyAI staff travel mobile applications.
• Implemented enhancements for integrated login, Maharaja sign‑up flows, and OKTA sign‑in.
• Tracked user profile updates, preference selection checkboxes, and travel document uploads across mobile platforms.
• Implemented Newsroom analytics, including social media clicks, downloads, video and image plays, search interactions, dropdown selections, feedback clicks, and baggage fee calculator usage.
• Tracked Share button interactions on the About Us page.
• Conducted code reviews and worked closely with QA and development teams to ensure accurate data capture, and reliable reporting.

Customer Journey Analytics Migration

• Led Adobe Analytics to Customer Journey Analytics (CJA) migration by auditing existing report suites, eVars, props, events, segments, and calculated metrics.
• Designed and implemented XDM schemas for web and mobile Experience Events, aligning Adobe Analytics variables to business-meaningful CJA dimensions, and metrics.
• Defined and configured identity mapping and stitching strategy to enable cross-device and cross-channel journey analysis.
• Mapped Adobe Analytics variables, events, and Adobe Experience datasets.
• Implemented Adobe Experience Platform (AEP) for unified data collection across web and mobile applications.

Certifications:

• Adobe Analytics Business Practitioner Professional
• Adobe Analytics Business Practitioner Expert

• Expertise in delivering end-to-end digital analytics and reporting solutions for B2B, eCommerce, and other companies.
• Creating custom reports, dashboards, report automation, and articulating them into measurable KPIs.
• Providing ad-hoc analysis and taking ownership of maintaining SOP documents within the team.
• Providing key analytics reports on a daily, weekly, and monthly basis for conversion tracking.
• Setting up and configuring GA4 accounts and properties, including but not limited to the implementation of custom dimensions, metrics, and features for both web and app platforms.
• Experienced in debugging with browser developer tools, Adobe Analytics debugger, and DoQA.