Shobana Selvam

3.6 years of experience as a Sr.

Executive Data

Analyst, specializing in Adobe Analytics reporting at Xerago EBiz Private Ltd for the Citi Bank client. Achieved certification in Adobe Analytics Business Practitioner, and Google Analytics. Conducting daily meeting, expertise in team coordination, stakeholder communication, and report delivery management to address the issues if any and to ensure the delivery track.

Strong knowledge in experiment page dashboard creation, such as how do desired experiment estimated weeks, developed detailed launch dashboards to find variant performance, and providing in-depth analysis on which variant performed better. Good understanding in adobe target activity setup such A/B Test, Multivariate Test, Experience Targeting, Automated personalization, and Recommendation.

Sr. Executive Data Analyst - Xerago E-Biz Private Ltd - Chennai, India

(2018-10 - 2022-05)

Worked on Citi Bank Campaign Management project, specializing in Adobe Analytics reporting, dashboard creation, A/B testing, and campaign performance analysis.

• Automated AA dashboards using Report Builder for MBR, QBR, and launch report dashboards
• Analyzing and interpreting web metrics to present actionable insights
• Analyzing website data to determine areas of site improvement
• Identifying traffic trends, abandonment issues, and opportunities for improving site conversion rates
• Creating Ad-hoc reports to present trends and measure progress against established KPIs, goals, and lead generation activities
• Experience in Excel formula like VLOOKUP, COUNTIFS, INDEX, MATCH, and SUMIFS
• Performed primary market research where data collected from the sources and gathered by a business for their own specific purposes and interpret the data for a variety of business needs
• Owned the design, development and maintenance of ongoing metrics, develop effective reporting and dashboards with an objective to evaluate marketing performance and provide recommendations for improvement, etc, to drive key business decisions
• Performed QA for target setup based on business requirement
• Developed flow and fallout analysis to identify the customer breakout areas to help page optimization
• Created custom dashboards for tracking campaign KPIs, visitor behavior, and experiment results and maintaining A/B testing performance dashboards using Adobe Target

Master of Computer Application - MCA (2017)