Jinish Gohil

Certified Analytics management professional with more than 14 year's total experience in managing large data sets using web analytics and visualization tools. Currently looking for new opportunities in consulting/strategy/ implementation capacity.

Senior Performance Analyst at Various Public sector organizations [GDS, DWP, HMRC] (2024-10 – Present)

Tools used /Skills Gained: GA4 Premium, Google Tag-manager, Power BI, Looker studio, Trello, Big query, Qualtrics, sentiment analysis tools, Splunk

• Managing GA4, GTM implementation using tag manager, data layer tags & custom dimensions rollout.
• Helped the repay debt recovery team understand the performance framework and setup a template for defining & measuring success.
• Analyzed data from Business Objects, GA4, Mongo DB, Qualtrics, Call center data and recommended product improvements
• Performed a root cause analysis to identify issues that was delaying debt recovery and digital take-up.
• Collaborated with user researchers, Business Analyst, Data scientist for driving data driven product iterations using qualitative and quantitative feedback.
• Developed hypotheses and established measurement framework to define what success looks like and gather performance data
• Responsible for tagging the end-to-end journey for the whitehall publishing platform using data layer tracking and tag manager
• Build visuals using Google Big query and looker studio.
• Maintained the GA4 account and provided insights to product owners to make decisions based on evidence.
• Contributed to the performance analysis community; assisting with training & knowledge transfer of digital analysis principles
• Contributed to qualitative evidences by analysis publishers and editors sentiments around the ease of using Whitehall publishing tool.

Senior Performance Analyst at Defra (2023-01 – 2024-07)

Tools used /Skills Gained: GA4 Premium, Google Analytics-Premium, Universal Analytics, Google Tag-manager, Power BI, Google Data Studio, JIRA, Confluence, Trello

• Worked closely with the BNG product team on analytics for a brand-new service Biodiversity Net gain.
• Worked with the guidance team for pulling insights from Gov.uk and various other Defra services.
• Defined success metrics, benchmarked KPI's & measured end-to-end journeys from scratch using Google Tag Manager & funnels tracking.
• Worked closely with UX/UR team to marry up quant. and qual. findings, advocated an evidence-based approach for issues prioritization.
• Built a looker studio dashboard and provided weekly roundup analysis to a 130+ subscriber list.

Senior Performance Analyst at Ministry of Justice (2018-06 – 2022-10)

Tools used /Skills Gained: Google Analytics-Premium, Universal Analytics, Google Tag-manager, Power BI, Google Data Studio, Google Optimize, JIRA, Confluence, Trello

• Collaborated closely with the product & service team for improving digital adoption rate across the board.
• Played a pivotal role in improving probate applications digital uptake from 55% to 72% in a span of 2 years.
• Analyzed data from 8 different data sources incl. call center API, Email notifications CMS, SQL server, Dynatrace, user feedback, call listening, Service now and aggregated insights with Google analytics data.
• Compiled stakeholder centric dashboards using Power BI, Tableau, Google data studio for monitoring trends and identifying new optimization opportunities.
• Empowered the team with critical dropout insights on the flagship app 'Help with Fees', highlighted urgency and as a result, digital applications increased by 30%, of which 45% apps came from new users.
• Identified key bottlenecks areas to improve 'stops per case' ratio by 9% YOY.
• Pinpointed a loophole in the digital journey that eventually reduced the no. of users tricking the system from 37% to 25%.
• Highlighted a 17% YOY increase in avg. application processing times to senior stakeholders

Senior Analyst, Agency Role- [Contract] at Dare Digital [Part of Oliver Agency] (2018-03 – 2018-04)

Tools used /Skills Gained: Google Analytics-Premium, Universal Analytics, Adobe Analytics, Adobe Report Builder, Google Tag-manager, Google Data Studio, Google Optimize, A/B Testing, Google Webmaster Tools, Analytics Edge, Crimson Hexagon

• Performed Site and Analytics Audit to identify tracking opportunities that could provide valuable insights.
• Defined Tracking Spec, Success Metrics & implemented tracking from scratch using Google Tag Manager for a tech startup client.
• Liaised with DevOps to implement Data Layer, Custom Dimensions and E-Commerce Tracking and debugged live & QA implementations.
• Prepared Visual Dashboards using Google Data Studio as per Search, DevOps and Data planning team's requirements.
• Monitored Brand's mentions and social conversations relevant to Client's Brand using Crimson Hexagon Tool.
• Running A/b test on Client's site to improve User Flows using Google Optimize.
• Took Ownership of Monthly & Weekly reporting suites on Campaign's Performance for multiple Clients.
• Emphasized the importance of a data-driven culture to multiple stakeholders by integrating analytics deeply within product lifecycle.
• Documented and simplified findings / recommendations for the non-tech audience and senior management.

Senior Web Analyst, Agency Role-[Contract] at TMW Unlimited (2016-12 – 2018-03)

Tools used /Skills Gained: Google Analytics-Premium, Universal Analytics, Adobe Analytics, Adobe Report Builder, Google Tag-manager, Google Data Studio, Google Optimize, A/B Testing, Analytics Edge

• Conducted Analytics audits, Tagging implementation & Reporting for Blue Chip Clients like Unilever, Infiniti, Nissan, Virgin Trains etc.
• Managed Integrity and Quality of multiple analytics accounts using Google Analytics & Adobe Analytics.
• Liaised with developers and implementing marketing as well as analytics tags using Google Tag Manager.
• Build Use cases and testing hypothesis using Google Optimize.
• Created Visually Appealing Dashboards and Interactive Dashboards using Google Data Studio & Tableau.
• Performed deep dives and in-depth analysis on performance of client's websites, improving conversions and user journey.
• Quarterly, monthly reporting for various stakeholders and clients regarding performance of websites and campaigns.
• Maintained strong working relationships with internal teams as well as clients & mentored new joiners.
• Involved in custom floodlight and social media pixels implementation for client's marketing campaigns

Global Web Analytics Manager at efinancial careers (2014-03 – 2016-07)

Tools used /Skills Gained: Google Analytics-Premium, Google Tag-manager, Webmaster Tools, Big Data, Snow plow, Tableau, A/B Testing, Optimizely, Crazy egg, Attribution Modelling, SQL, Advanced excel, JIRA, Project Management

• Recommended changes in product flows that contributed to increase in SEO traffic on jobsite by 7% on a YOY basis.
• Highlighted improvements in Job Alerts through A/B testing that improved conversions from 11% to 18%
• Uncovered drop in brand awareness globally after highlighting drop in direct traffic through a visual presentation (Tableau)
• Using Attribution Modelling, Uncovered the real value of Display ads. Last click conversions were very bad and hence diverted the display ads as a tool to spread more brand awareness.
• Provided periodic analysis/ presentations to the CEO/Senior stakeholders of the company.
• Responsible for defining business rules & managing analytics tracking of 20+ company sites using Google Tag Manager.
• Analyzed data generated from approximately 3 million visits every month & recommending improvement to product flows.
• Ran multi-variant tests to optimize product flows & improve conversions using Optimizely.
• Worked closely with 3 different product verticals and managing the Analytics stream using JIRA & Confluence Project Mgmt. tool.
• Automated current BI reports and buildings new reports enriched with rich visualization by joining data from disparate data sources using Tableau.
• Involved in defining the data architecture & business rules for tracking Big Data using Snowplow and Google Tag manager.
• Responsible for customizing and setting up custom funnels, dashboards, profiles, goals, advanced segments in Google Analytics.

Digital Marketing MBA Internship at Lotus & Co (2013-07 – 2013-10)

Key skills Gained: Luxury Retail, VIP Events, Loyalty Program, E-Commerce, Affinity Partners, Benchmarking, In-store Facilities, Research Topic: How do Luxury Brands manage their VIP or HNI clients Loyalty Programs? [European Specialty Retail Industry]

• Identified the best practices, typical patterns of VIP shopping behaviour for big ticket Luxury Items as well as emergi

MBA in Digital Marketing