Summary
Overview
Work History
Education
Skills
Certification
Timeline
Generic

TEJA LANKOTI

Toronto

Summary

  • Implemented effective analytical methods for measuring KPIs, website/app performance, conversions, funnel efficiency, and user experiences.
  • Collaborated with cross-functional teams (UX, Creative, Sales, Marketing, and Development) to create comprehensive reports and interactive dashboards using tools like Looker Studio, Tableau Power BI.
  • Oversaw Digital Analytics tracking, ensuring accurate tagging, and verifying tracking technologies such as Adobe Analytics, Google Analytics, Tealeaf, Glass box, and Content square.
  • Conducted analyses to identify underperforming areas in the website, app, and online properties
  • Detected opportunities for enhancing conversion rates and user experience through A/B testing and multivariate testing.
  • Applied statistical methods and predictive analysis for data-driven insights.
  • Promoted to a role focusing on collaborating with clients and account managers to develop effective digital marketing strategies

Overview

7
7
years of professional experience
1
1
Certification

Work History

Senior Digital Marketing Analyst

Lululemon
03.2021 - Current
  • Accountable for end-to-end implementation of Tag Management, Analytics, Campaign, and Optimization (A/B Testing) for newly launched product pages as a Digital Technology Consultant.
  • Developed methodologies for data analysis by executing extraction, transformation, and loading (ETL) processes across various data sources.
  • Utilized Adobe Analytics, Google Analytics, Decibel, and Glass box to identify areas of Customer Friction on the ecommerce path, including Checkout Application efficiency, dropouts, time spent on fields/pages, customer flow, design issues, and error rates.
  • Conducted promotional and campaign analysis for occasions like STIM Periods, Back to School, Black Friday & Cyber Monday, and Boxing Day.
  • Designed and implemented an ecommerce data layer capturing online shopping behavior related to product revenue, Zip codes, coupon usage, and purchases using Dynamic Tag Manager, Adobe Analytics, and Adobe Target.
  • Created a data model and extracted data from the Analytics database to the Teradata reporting database.
  • Designed and executed multi-channel campaigns (Email, social media, affiliates) using Adobe Campaign.
  • Developed Analytics SDR, defined evars (event variables), props (properties), and events processing rules, implementing them using dynamic tag manager.
  • Prepared a Solution Design Document encompassing Data Layer Framework, gathering configuration details, and page variables.
  • Established and managed Google, Adobe, and Contentsquare tags on Lululemon.com pages, determining Key Performance Indicators (KPIs), data collection priorities, tracking requirements, and mapping dimensions and metrics.
  • Built the data and reporting infrastructure from scratch using Power BI and SQL to provide real-time insights into products, marketing funnels, and business KPIs.
  • Leveraged Google Analytics, Adobe Analytics, ato identify areas of Customer Friction on the ecommerce path, including Checkout Application efficiency, dropouts, time spent on fields/pages, customer flow, design issues, and error rates.
  • Designed and executed A/B experiments for products, resulting in a 60 basis points (bps) increase in conversion rate and a 55 bps reduction in churn.
  • Developed a logistic regression model to assist the SEO team in targeting keywords, leading to a 25% year-over-year (YoY) boost in organic traffic.
  • Performed database activities, such as enriching work tables, database backups, generating, importing, and deploying packages.
  • Implemented an ecommerce data layer to measure online shopping behavior based on factors like product revenue, Zip codes, coupon usage, and purchases using Dynamic Tag Manager, Adobe Analytics, and Adobe Target

Digital Data Analyst

CIBC
05.2018 - 02.2021
  • Collaborated with the product manager to execute cohort analysis, discovering an opportunity to reduce pricing by 33% for a specific user segment, resulting in a $600K increase in annual revenue.
  • Led comprehensive analyses by integrating online data from cross-channel analytics platforms such as Google Analytics and Adobe Analytics with offline data, generating actionable insights and recommendations.
  • Partnered with the product management team to assess and report on the performance of new features across digital screens, leveraging insights from multiple data sources.
  • Developed and managed processes in collaboration with the product management team to support ROI analysis aligned with a regular release schedule.
  • Investigated various user behaviors through A/B and multivariate testing, leading to significant improvements in conversion rate and return on investment (ROI).
  • Identified effective analytic strategies for both standard and ad hoc reporting, directly measuring key performance indicators (KPIs), website/app performance, conversions, funnel efficiency, user experiences, and online campaigns.
  • Collaborated with a distributed team, utilizing tools like Trello for organizing user stories and employing paper prototyping (POP) for wireframing.
  • Worked closely with cross-functional teams (UX, Creative, Sales, Marketing, and Development) to deliver reporting, dashboards, analysis, and business solutions, employing Tableau and other Business Intelligence (BI) tools.
  • Developed analyses to uncover areas of underperformance within the website, app, and other online properties.
  • Identified opportunities for enhancing conversion and user experience by implementing A/B and multivariate testing methodologies.
  • Applied common statistical methods, data modeling, and predictive analysis to address strategic inquiries and provide decision-driven insights.
  • Implemented and monitored the end-to-end visitor journey using Adobe Analytics UID, mapping it to customer profile IDs

Analyst - Business Intelligence

Amazon India
05.2017 - 04.2018
  • Conducted numerous in-depth analyses by integrating online data from cross-channel analytics platforms such as Adobe Analytics and Google Analytics with offline data, yielding actionable insights and recommendations.
  • Collaborated with the product management team to analyze and report on new features across digital screens, leveraging insights from multiple data sources. Developed and oversaw processes with the product management team to support ROI analysis aligned with a regular release schedule.
  • Implemented and monitored the end-to-end visitor journey using Adobe Analytics UID, mapping it to customer profile ID.
  • Took charge of weekly/monthly reporting and performance insights across all social platforms, including Facebook, Twitter, Blogs/Community, and Pinterest. Aimed at understanding and enhancing the "value" of social marketing.
  • Investigated diverse user behaviors through A/B and multivariate testing, resulting in an increased conversion rate and improved ROI.
  • Identified procedural areas of improvement through customer data, utilizing SQL to enhance the profitability of a nationwide retention program by 8%.
  • Collaborated with the product team to construct a product recommendation engine, enhancing user time on page and generating $410K in incremental annual revenue
  • Designed an Analytics SDR, defined evars, props, events processing rules, and implemented them using dynamic tag manager

Education

MBA - International Marketing B2C

ESC Rennes School of Business
France
04.2017

MBA - Marketing And Information Technology

Fore School of Management
Delhi
06.2016

Skills

  • Adobe Analytics, Adobe Target, Adobe launch, Mobile services, Data warehouse
  • GA3, Google Analytics Implementation
  • Content square, Decibel, Glass box, Tealeaf
  • Tableau, Microsoft SQL, Big Query, Power BI, Google Looker studio, DOMO, Report builder, Looker Studio

Certification

  • Google Tag Manager- Fundamental Feb 2021
  • Advanced Google Analytics Jun 2023
  • Google Analytics for power users Jan 2023
  • Microsoft Technology Associate: Database Fundamentals SQL Certifications
  • Microsoft Data Analyst Associate with Power BI

Timeline

Senior Digital Marketing Analyst

Lululemon
03.2021 - Current

Digital Data Analyst

CIBC
05.2018 - 02.2021

Analyst - Business Intelligence

Amazon India
05.2017 - 04.2018

MBA - International Marketing B2C

ESC Rennes School of Business

MBA - Marketing And Information Technology

Fore School of Management

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