Arun Subramanian
Bengaluru,Karnataka
Summary
With a strong passion for data-driven insights, I excel in Digital Analytics and Digital Marketing, leveraging 14+ years of experience to achieve tangible results. My primary focuses are mentoring, upholding integrity, nurturing stakeholder relationships, compelling storytelling, business savvy, adaptability, and significant decision-making. I have extensive experience in Web, App, Social Media Analytics, A/B testing, tag management, Market Research, SEO, SEM, SMO, email marketing, and Mobile Apps Marketing. Additionally, I possess advanced skills in defining KPIs, SDR, benchmarking, CRO, customer journey analysis, Marketing Analytics, BI visualization, and crafting Google and Adobe Analytics dashboards.
Overview
15
15
years of professional experience
Work History
Senior Manager - Product
AJIO
06.2022 - Current
- Define tagging specifications based on business analytics KPIs to track user engagement and conversions, ensuring accurate data tracking through GTM for regression analysis and testing dataLayer logs across platforms
- Manage and deliver actionable insights from GA data via Google Looker dashboards to optimize products and inform the Go-To-Market strategy using customer behavior analysis for revenue growth
- Resolve production issues by investigating multiple dimensions, addressing tech flaws, and analyzing Customer Relationship Management via data visualisation within the customer lifecycle of mobile applications
- Conduct A/B testing on app and web platforms using Google Firebase and Google Optimize, leveraging Generative AI copywriting and AI optimization in an Account-Based Selling approach
- Oversee resource management with internal and external vendors to align bandwidth and prioritize deliverables, while also mentoring and generating innovative ideas for proof of concepts
- Hiring resources who are proficient in both the Web and Mobile app analytics to implement tags, build dashboards and derive insights
- Achievements - Production issues were resolved swiftly, with effective resource management during peak project periods. The GA4 migration was executed flawlessly, featuring via optimization and multiple rounds of QA
Lead Assistant Vice President - Global Analytics
HSBC
06.2018 - 06.2022
- Manage Adobe Analytics dashboards for Personal Internet Banking (PIB) and Global Private Banking (GPB) across browser and mobile app journeys, focusing on loans and credit cards with statistics
Technical Lead - CoE
Mindtree
07.2017 - 06.2018
- Technical leadership from the measurement framework, KPI definition to post-launch analysis via Adobe DTM tagging & Analysis Workspace for Marketing Mix Modeling (Adobe Mix Modeler) - Adobe Experience Platform
- Managed Adobe Analytics dashboards for US retail E-commerce across browser and mobile marketing journeys with DMP, CDP, DSP for MarTech
- Delivered reports and insights on key consumer metrics, traffic, and user engagement through segmentation for programmatic advertising
- Executed creative thinking POCs using MS Power BI to create unified data views and trained the team on Adobe Certified Expert (ACE)
- Achievements - Enhanced user engagement and conversion rates via heartbeat event tracking and robust data operation across the funnel
Deputy Manager - Analytics
TATA IQ
09.2016 - 07.2017
- Regular reporting & presentations on key retail business metrics, generate ad-hoc reports analyzing website traffic, conversions, user engagement across devices with segmentation and session replays in Adobe Analytics
- Provide DigiSights (Digital Insights) recommendations based on usability, technology, market research, and risk assessment for Product Analytics
- Perform data analysis using various raw data sources in R Studio to derive actionable insights at the visitor level with Cohort Analysis & retention
- Develop a Social Analytics dashboard for social listening and sentiment analysis for TATA CliQ and TATA AIG/AIA insurance with domain knowledge
- Achievements - Generate digital insights through market research aligned with industry benchmarks. Analyze raw data sets to identify key actions, ensuring effective delivery using agile methodologies
Web Analyst - Marketing
Replicon
02.2014 - 08.2016
- Defined KPIs and benchmarks for performance Marketing results tracking by implementing and customizing websites, troubleshooting issues in Adobe Analytics and integrating analytics, 3rd party pixels and A/B testing tools
- Set goals using funnels, track events, video SEO, establish virtual page views
- Conduct competitor analysis, industry benchmarks and create marketing forecasts with regular reporting for Attribution Modeling
- Develop analytics dashboards and custom reports via regex, utilizing Excel functions PivotTables, VLOOKUP for data analysis
- Achievements - CTAs performed better with error tracking, while forecasting reports optimized campaigns. User engagement increased via competitor research and growth marketing. Universal Analytics migration was achieved
SEO Engineer
KnowledgeAdventure (JumpStart)
02.2013 - 01.2014
- Benchmarking reports, roadmap on programmatic marketing strategy
- Website monitoring, auditing, reporting in Adobe Analytics
- Content creation, email marketing automation, local SEO optimization
- Achievements - Competitor analysis helped in improving keyword rankings & CTR, on-page optimization improved keyword targeting
SEO Specialist
FlatworldSolutions
12.2011 - 02.2013
- Keyword research, on-page optimization up to Google algorithms
- Digital Media management, content marketing and analytics with Facebook, Twitter, LinkedIn, Pinterest, Google Plus, YouTube
- Website monitoring, competitor analysis in Adobe Analytics
- Achievements - Keywords ranking improved in Search Engine Results Page with on-page and rich snippet implementation, increased the overall SERP CTR
SEM - Executive
DotComInfoway
08.2010 - 11.2011
- Managed multilingual eCommerce marketing for various clients through technical SEO
- Executed comprehensive SEO strategies, encompassing both on-page optimization (keyword research, META data, and user experience) and off-page optimization (content sharing, link building, and guest blogging)
- Promoted mobile apps by acquiring unbiased reviews and using video marketing for App Store Optimization (ASO)
- Executed social media marketing, Google AdWords, email, and affiliate marketing for Pay-Per-Click (PPC) campaign analytics with budget planning
- Achievements - Keywords ranked in the top 5 of SERPs, boosting website traffic and Ad campaign's Click-through rate and quality score, while eCommerce user engagement increased through competitor analysis
Education
BE - Computer Science Engineering
Anna University
01.2010
HSC - undefined
PKN School
01.2006
SSLC - undefined
MM School
01.2004
Skills
- Web & Mobile Analytics
- Social Media Analytics
- A/B & Multivariate Testing
- Business Intelligence
- Data Analytics
- Market Research
- Tag Management
- BFSI
- ITES
- ECommerce
- ELearning
- Media & Entertainment
- Healthcare
- Passionate
- Resilience
- Growth Hacker
- Mentor
- Overseer
- Groundbreaker
- Adobe Analytics
- Adobe Audience Manager
- SimilarWeb
- Google Analytics 360
- GA4
- Firebase Analytics
- AppsFlyer
- CleverTap
- Google Looker Studio
- Tableau
- MS Power BI
- Qlik Sense
- Domo
- Excel
- Mixpanel
- Piwik
- Kissmetrics
- Amplitude
- Hotjar
- Crazy Egg
- Unmetric
- SQL
- Python
- SAS
- Teradata
- AEP
- Optimizely
- VWO
- Adobe Target
- Adobe Journey Optimizer
- Unbounce
- Google Tag Manager
- Tealium IQ
- Adobe Launch
- Google Ads
- Bing Ads
- Facebook Ads
- LinkedIn Ads
- Adobe Campaign
- 6sense
- Marketo Engage
- Yesware
- Mailchimp
- Google Search Console
- Bing Webmaster Tools
- Meta
- Moz Pro
- Ahrefs
- SEO PowerSuite
- SpyFu
- OpinionLab
- Alexa
- Xenu
- Hootsuite
- Buffer
- Sales Force CRM
- CDP
- ABM
- HubSpot
- Outleads
- AEM
- WordPress
- Joomla
- HTML
- CSS
- JavaScript
- Kanban board
- Jira
- Confluence
- DevOps
Accomplishments
- Completed the GA4 migration, ensuring effective optimization and multiple testing phases without compromising benchmarks.
- Provided Omnichannel insights by timely analysis to mitigate drop-off rates.
- Leveraged market research and industry benchmarks to optimize the website, significantly enhancing engagement and conversions.
- Developed forecasting reports that enabled real-time CDP(RTCDP) campaign adjustments, leading to substantial reductions in marketing expenses.
- Implemented A/B testing on paid search & paid media channels, resulting in a 4X increase in engagement and a 3X rise in conversion rate optimization.
- Google Ad trafficking campaign's ranking, CTR and quality score improved with effective on-page optimization via Google Marketing Platform (GMP).
Languages
English
Hindi
Tamil
Kannada
Areas Of Interest
- Web & Mobile Analytics
- Social Media Analytics
- A/B & Multivariate Testing
- Business Intelligence, Data Analytics
- Market Research, Tag Management
Industry Expertise
- BFSI
- ITES
- ECommerce
- ELearning
- Media & Entertainment
- Healthcare
Personality
- Passionate
- Resilience
- Growth Hacker
- Mentor
- Overseer
- Groundbreaker
Analytics Tools
- Adobe Analytics (SiteCatalyst)
- Adobe Audience Manager (AAM)
- SimilarWeb
- Google Analytics 360
- GA4
- Firebase Analytics
- AppsFlyer
- CleverTap
- Google/ Looker Studio(GCP)
- Tableau
- MS Power BI
- Qlik Sense
- Domo
- Excel
- Mixpanel
- Piwik (Matomo)
- Kissmetrics
- Amplitude
- Hotjar
- Crazy Egg
- Unmetric
- SQL
- Python
- SAS
- Teradata
- AEP
Events Participation
- Web Analytics Wednesday (WAW), Bangalore, 2011-08-01
- G|Days, Google Bangalore, 2012-08-01
- Barcamp Bangalore, 2012-08-01, 2013-03-01, 2013-09-01, 2014-10-01
- GDayX, GBG Chennai, 2013-11-01
- Learn with Google, 2014-07-01
- Adobe Innovation Session, Mobile App Engagement, 2016-09-01, Customer Journey, 2017-02-01
- Adobe Experience Cloud Community, 2019-08-01
Phone
+91, 7204105850
Passport Valid Till
2030-11-30
Personal Information
- Title: Digital Analyst
- Date of Birth: 14th Apr 1989
- Gender: Male
- Nationality: Indian
- Marital Status: Married
Hobbies and Interests
- Travel
- Food
- Internet
- Public speaking in a new language
Disclaimer
I hereby declare that all the above information furnished is true to the best of my knowledge and I bear the responsibility for the correctness of the above mentioned particulars.
Timeline
Senior Manager - Product
AJIO
06.2022 - Current
Lead Assistant Vice President - Global Analytics
HSBC
06.2018 - 06.2022
Technical Lead - CoE
Mindtree
07.2017 - 06.2018
Deputy Manager - Analytics
TATA IQ
09.2016 - 07.2017
Web Analyst - Marketing
Replicon
02.2014 - 08.2016
SEO Engineer
KnowledgeAdventure (JumpStart)
02.2013 - 01.2014
SEO Specialist
FlatworldSolutions
12.2011 - 02.2013
SEM - Executive
DotComInfoway
08.2010 - 11.2011
BE - Computer Science Engineering
Anna University
HSC - undefined
PKN School
SSLC - undefined
MM School