Adobe (& Google) Analytics Reporting – Viscira LLC

At Viscira LLC ad agency, a firm which was acquired and then renamed VMLY&R, I worked as Sr. Marketing Data & Analytics Manager and Analyst. As outcome-obsessed data strategist, culturalist and storyteller, I focused on identifying key insights, optimizations, and building visualizations to bring data to life.

I wrote rules, created data elements and properties, and deployed extensions in Adobe Experience Cloud / Adobe Launch for high-profile clients in the health, pharma, rare disease and biotech industries.

I also created and setup analytics accounts, coded and debugged GTM tags and triggers for dozens of Google Analytics clients.

In addition to the rules and tags I created, I consulted with, advised, and helped enable key stakeholders to track and monitor user behaviors, customer journeys, conversions, funnels, user engagement, advanced segments, and demographic trends and patterns. I pulled key insights and presented them in regular analytics and marketing reports.

As a key part of those reports, I created data visualizations, graphs and charts using Adobe Experience Cloud, Google Analytics, Tableau, Google Data Studio, Looker, and Adverity.

I used SQL for data modeling, database transfers and data extraction.

I used JavaScript to manage and optimize Adobe extensions and Google Tag Manager tags. I am also a CSS expert which helps in building more effective tags and triggers.

My focus and areas of specialty include Data Layer and Tagging Strategy, Measurement and KPI Frameworks, Campaign Analysis, Test & Learn / Optimization Programs, Competitive Intelligence, Brand Insights, Audience and Channel Innovation, Audience Snapshots, Cultural Trends, and Creative Data.