Avil Dsouza
Apex
Summary
Dynamic Digital Analytics leader with over 12 years of experience driving impactful web analytics initiatives across diverse industries. Expert in project planning and execution, employing Agile and Scrum methodologies to enhance team efficiency and deliver projects on time and within budget. Proficient in managing cross-functional teams and stakeholder communications, ensuring alignment with key business objectives. A strong advocate for data-driven decision-making, leveraging insights to optimize digital strategies and enhance customer experience. Committed to fostering innovation and implementing robust analytics frameworks to support organizational growth and success.
Overview
16
16
years of professional experience
Work History
Engagement Lead
Otsuka (Consulta Labs)
09.2024 - Current
- Spearheaded digital reset project to enhance measurement frameworks, aligning digital performance metrics with organizational KPIs and business priorities.
- Developed and managed detailed project roadmaps, ensuring timely execution of digital analytics initiatives aligned with business goals and objectives.
- Designed and executed stakeholder discovery surveys, gathering critical feedback to inform digital analytics strategies and ensure alignment with organizational needs.
- Led stakeholder discovery sessions to gather insights, define requirements, and develop tailored digital analytics solutions that drive business success.
- Conducted thorough site analytics and tagging audits, identifying gaps and opportunities to optimize data collection for more reliable reporting and insights.
- Directed the implementation of website tagging and taxonomy strategies, improving data accuracy and enabling enhanced reporting and user experience analysis.
- Established comprehensive media campaign tagging and taxonomy structures, optimizing data capture for improved campaign tracking and performance analysis.
- Led digital analytics strategies by leveraging advanced data insights to optimize marketing efforts and drive business growth across multiple digital platforms.
- Managed on-boarding and training programs for media vendors, ensuring proper understanding and execution of tracking methodologies and analytics tools.
Web Analytics Program Lead (Associate Director)
Moderna Inc.
03.2022 - 11.2023
- Lead a team of 6 resources to design, implement, evangelise, and maintain an efficient & effective web analytics program at Moderna
- Performed digital reset of Moderna’s web analytics program by migrating existing sites from Google Analytics to an enterprise analytics tracking system using Adobe Analytics
- Gather business requirements from 100+ stakeholders around Key Business Questions (KBQs) and Measurements requirements of the sites
- Designed enterprise analytics strategy to cater the needs to enterprise analysis of data as well as support the needs of local markets
- Designed & maintained a best-in-class Solution Design Reference Document for analytics implementation
- Configure Testing/Experimentation tool Optimizely to run A/B & Multivariate tests
- Integrate Optimizely with Tealium to unlock the potential of customer retargeting using Tealium Audiencestream
- API integration between Optimizely and Adobe Analytics to share data between both the tools to build an integrated customer journey across various digital touch points
- Architect & implemented a tool agnostic data layer infrastructure which communicates with 3rd party tools to enable customer journey orchestration
- Implemented a robust Media Campaign tagging strategy by leveraging CampTag which enabled us to measure the campaign performance & alter marketing strategy as needed
- Campaign strategy and re-alignment using data extracted from marketing tools such as SEM, Marketo, Sprinklr etc
- Enabled analytics on 85+ websites across the globe to support marketing efforts
- Cross functional collaboration across different verticals such as brand marketers, WebDev, Compliance, Regulatory, Marketing agencies etc
- To identify gaps in the data capture strategy and collaboratively improve enhancements
- Collaborated with numerous vendors across the globe to ensure Enterprise analytics framework is deployed on their websites
- Lead API integration between Adobe Analytics and different 3rd party tools such CampTag, Contentsquare, Qualtrics etc
- Designed eCommerce tracking strategy for ModernaDirect.com to measure Pre Book and Transactional orders for Moderna Covid-19 vaccine
- Integrated session replay tool, Contentsquare, with Adobe Analytics to identify the friction points and errors across the eCommerce funnel to enhance customer experience on the site
- Ensured enterprise data collection is in accordance with local regulations such as GDPR, CCPA etc
- Implemented PulsePoint on HCP sites to gather NPI-level insights about HCP’s omni-channel digital behaviour across Moderna sites
- Designed a business-friendly analytics playbook to onboard & train 250+ users to Adobe Analytics
Customer Experience Engineering Manager
GlaxoSmithKline/Nabler LLC
05.2015 - 03.2022
- Company Overview: Client: GlaxoSmithKline (GSK), RTP Durham, North Carolina
- Manage tagging, reporting & analysis on 75+ websites in GSK US market which includes HCP, DTC, Unbranded and Campaign landing pages/micros sites
- Gather business requirements from 100+ stakeholders around key business questions (KBQs) and measurements
- Design questionnaire in aligning measurement strategy to create focused KPIs for business units
- Lead the analytics tagging strategy, implementation, testing, administration, and data analysis
- Create Business Requirement Document (BRD) for organisation requirements on what they desire to measure
- Consult with business owners and developers creating tagging strategy using 100+ props, evars and events
- Design and implement Adobe Target to run A/B and Multivariate tests on websites
- Maintain experimentation workbook/log to collect ideas/hypothesis to run various experiments across different digital touchpoints
- Developed a scoring methodology to prioritise ideas to implement as Tests within Adobe Target
- Establish API integration between Adobe Target and Tealium for retargeting
- Establish A4T integration between Adobe Target and Adobe Analytics to share data between tools and create reports/dashboards within Analysis workspace and vice versa
- Analyse and interpret tests results to compare against the set benchmarks and declare winner based on the statistical significance
- Conduct periodic tag audits and suggest implementation changes to improve the overall reporting capability
- Work with cross-functional teams closely to identify gaps in the data capture strategy and collaboratively improve enhancements
- Designed tagging solutions for Click-2-Chat, Samples ordering process, Registration process, Coupon download process etc
- Worked on industry standard tools such as Qualtrics voice of customer survey, IBM Watson chatbot, Adobe campaign, Webinar, Decibel Insights, Adobe audience manager and HapYak video platform
- Guide and manage offshore teams of tagging engineers and QA analysts on a day-to-day basis
- Gather insights/analysis from internal and external marketing channels in making data driven business decisions
- Implemented clickstream KPI’s measuring success against business objectives from stakeholder requirements
- Develop Adobe reporting focusing on acquisition, behaviour, and outcomes of online and cross-channel customers
- Provide insights & recommendations to improve – web traffic, campaign performance and conversions
- Create reporting validation dashboards using Adobe analytics workspace
- Collaborated with multiple vendors on effective campaign tagging to ensure proper attribution of visitors to marketing channels such as Email, Paid Search, Display banners, Social media etc
- Managed multiple vendors with their requests to implement 3rd party tags such as Floodlight, Google tags, DoubleClick etc
- Client: GlaxoSmithKline (GSK), RTP Durham, North Carolina
Testing & Optimization Lead
Nabler LLC
05.2014 - 05.2015
- Company Overview: Client: Lowe’s Home Improvement, Mooresville, North Carolina
- Strategy/Management of Adobe Test & Target site optimization initiatives for A/B Multivariate testing
- Coordinated with developers & testing in implementing 200+ campaigns targeting visitor segments (mboxes)
- Functional Testing process validating campaigns and reporting data before campaigns launch
- Designed 100+ testing ideas for Homepage, product list page, product details page, Shopping Cart, Order confirmation page, Internal Search etc
- Declare test winners based on the statistical significance and confidence rate
- Integrated Adobe test & target with Adobe analytics using A4T integration
- Deliver insights, analysis and lessons learned to result in improved reporting for key business stakeholders
- 100+ UAT testing scenarios to QA Testers for campaigns resulting in 90% success rate
- Lead weekly Test & Target call with Stakeholders and C-level executives on campaign summaries and issues
- Worked with merchandising, design, development and testing to build and launch optimization campaigns
- Worked closely with brand teams to personalise content and deliver through Adobe Recommendations tool
- Created innovative test designs based on the location and types of websites such as Lowes.com, LowesForPros.com, Lowes.ca etc
- Client: Lowe’s Home Improvement, Mooresville, North Carolina
Web Analyst
Nabler Web Solutions Pvt. Ltd.
05.2013 - 05.2014
- Company Overview: Client: Luxottica Retail, Mason, Ohio
- Work with Key Business Stakeholders to define overall KPI’s resulting in clear business goals
- Create ad-hoc reports measuring clickstream data through segmentation and path analysis
- Develop Google Analytics and Adobe SiteCatalyst reporting which included KPI’s, dashboards, customer analysis, SEO, mobile data, and competitive benchmarking
- Pull ad hoc reports from Omniture SiteCatalyst using report builder and SAINT to develop analysis
- Manage, design, and develop analytic reports and dashboard in line with business requirements and goals
- Independently develop presentations and communications around drivers of success sharing stakeholders
- Participated in UAT Testing validating online tagging matches requirements from Key Business Stakeholders
- Client: Luxottica Retail, Mason, Ohio
Senior Digital Analyst
Nabler Web Solutions Pvt. Ltd.
03.2012 - 05.2014
- Company Overview: Client: Lowe’s Home Improvement, Mooresville, North Carolina
- Provide hourly, daily, weekly and monthly analysis of site performance
- Build a web analytics reporting framework from ground-up to enable informed decision making
- Communicate with stakeholders on report design and requirements and deliver dashboard and report with insights and recommendations
- Manage report delivery, workload, data quality and ETAs
- Monitor campaigns and measure conversion rate, ROI
- Run customer purchase path analysis to expose consumer behaviour and address pain points
- Analyse consumer tonality/sentiment through VoC tools (ForeSee)
- Responsible for optimising the site’s navigation based on clickstream data and implementing product filter options that eventually improve sales and revenue
- Run reports to monitor product sales, campaigns and provide feedback on their successes and learnings
- Report to Senior Management, CXOs the customer behaviour dashboards with insights and recommendations
- Push suggestions to improve platform user experience and best purchase paths
- Deliver insights and actionable feedback to improve revenue
- Focus on digital channels and support all facets of the business with analysis of - clickstream data, purchase path, search, and social behaviour etc
- Client: Lowe’s Home Improvement, Mooresville, North Carolina
Senior Executive – Resource Management
Professional Access Pvt. Ltd.
05.2010 - 03.2012
- Planning and projecting the resource requirements for all the projects across the organisation for the Fiscal year
- Being a RMG representative in the prospective client meetings and communicating about the Resource allocation process to the clients at onsite
- Coordination between management and delivery team
- Updating and maintaining resource skill metrics and maintaining ideal resource pool
- Effective and efficient Resource utilisation planning and preparing meaningful reports for the stakeholders
- Interacting with the sales team in the US on the prospective projects and planning for the resource availability
- Interacting with the US and UK clients on the project requirements and providing the suitable resources
Senior Recruiter – Human Resources
Ind US Target LLC
06.2009 - 05.2010
- Screening & validating the candidate’s profiles
- Processing the resumes to our clients and scheduling the interviews
- Training and mentoring new joiners in the organisation
- Preparing daily and weekly report using Microsoft excel tools, on team productivity and accuracy to management
Education
MBA -
St. Aloysius College
Mangalore, India07-2009
Bachelor of Science - Commerce
Dr. NSAM First Grade College
Nitte, India05-2006
Skills
- Digital Analytics Strategy
- Website Taxonomy & Tagging
- Campaign Taxonomy & Tagging
- Analytics Assessment
- Project Planning & Execution
- Agile/Scrum Methodologies
- Communication & Stakeholder Management
Tools
- Adobe Analytics
- Google Analytics
- Claravine/CampTag
- Qualtrics
- Tableau
- Omnibug/Debugger
- JIRA
- Confluence
- Quantum Metric/Content Square/MS Clarity
Timeline
Engagement Lead
Otsuka (Consulta Labs)
09.2024 - Current
Web Analytics Program Lead (Associate Director)
Moderna Inc.
03.2022 - 11.2023
Customer Experience Engineering Manager
GlaxoSmithKline/Nabler LLC
05.2015 - 03.2022
Testing & Optimization Lead
Nabler LLC
05.2014 - 05.2015
Web Analyst
Nabler Web Solutions Pvt. Ltd.
05.2013 - 05.2014
Senior Digital Analyst
Nabler Web Solutions Pvt. Ltd.
03.2012 - 05.2014
Senior Executive – Resource Management
Professional Access Pvt. Ltd.
05.2010 - 03.2012
Senior Recruiter – Human Resources
Ind US Target LLC
06.2009 - 05.2010
MBA -
St. Aloysius College
Bachelor of Science - Commerce
Dr. NSAM First Grade College
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