Phaneendhra Jakkala

About Phaneendhra Jakkala

Around 5 years in enterprise-grade analytics platforms, specializing in Adobe Analytics and Google Analytics implementations with demonstrated proficiency in full-stack analytics architecture.> Comprehensive expertise in Software Development Life Cycle (SDLC) and Software Testing Life Cycle (STLC) frameworks, implementing agile methodologies and DevOps practices for continuous delivery pipelines.> Expert-level implementation and configuration of enterprise analytics suites including Adobe Analytics, Google Analytics, Web Trends, Adobe Test & Target, Dynamic Tag Management (DTM), Adobe > Launch, Segment.io, Google Tag Manager (GTM), and Clickstream analytics platforms.> Used JavaScript, jQuery, and AngularJS to implement custom coding to understand how people use websites.> Created Schemas, DataStream and Datasets for Web, App and Desktop applications to capture analytics via AEP.> Used AEP Web SDK and Mobile SDK to implement tracking in Adobe Launch (Tags), migrated implementation from Adobe Analytics.> Integrated data sources into AEP platform and then to Datasets.> Conducted multivariate analysis of cross-channel marketing initiatives, developing data-driven campaign optimization strategies with granular attribution modeling and ROI assessment.> Developed and maintained sophisticated business intelligence dashboards utilizing advanced visualization techniques and real-time data streaming architectures.> Led enterprise-wide tag management system migrations from legacy architectures to modern DTM implementations, ensuring minimal disruption and optimal data continuity.> Utilized Adobe Marketing Suite ecosystem (SiteCatalyst, Discover, Test & Target, Data Warehouse) to perform advanced campaign attribution modeling and ROI analysis across paid media channels and display advertising initiatives.> Implemented sophisticated attribution frameworks leveraging machine learning algorithms for cross-channel performance measurement and optimization.> Directed technical enablement programs focused on Adobe Analytics and Dynamic Tag Manager (DTM) adoption, developing comprehensive training frameworks for project teams, business analysts, and development stakeholders.> Managed high-performance analytics engineering teams and reporting analyst squads, implementing agile project management methodologies integrated with Adobe Tag Management systems.> Applied hybrid methodology expertise encompassing Waterfall, Iterative, and Agile frameworks to optimize project delivery outcomes and team productivity.

Experience

1. Adobe Analytics Consultant

   DICK'S Sporting Goods

   Jan 2025 — Present · PA, US

   Worked with Web Analytics Team in the role of Digital Analyst for Adobe analytics tagging implementations.Analyze and document data needs, tracking requirements, and KPIs for measuring the success of the implementation.Work with the architecture team to design and implement the Adobe Experience Platform (AEP) infrastructure.Configure and set up AEP components, including Datastream, Datasets, Schemas.Validated real-time tracking using Query and Profile services.Created XDM Schemas from the scratch and used Field Groups for variables that can be reused across schemas.Used Adobe API’s to migrate AEP components from various sandboxes to help deployment process.Implemented Tagging using WebSDK extension from the scratch for Mobile and Web Applications. Integrated and configured Google Analytics and GA4 to track key performance indicators (KPIs) and user engagement metrics across various digital channels. Migrating tags from Adobe Launch and GTM. Migrating tags from Adobe Launch and GTM. Collaborate with Adobe Marketing Cloud teams to integrate AEP with other Adobe Experience Cloud solutions, such as Adobe Analytics, Adobe Target, and Adobe Campaign.Collaborate with cross-functional teams, including data engineers, marketers, analysts, and developers, to align on AEP implementation and data requirements.Provide training and knowledge sharing sessions to empower team members with AEP capabilities.Created Sandboxes in AEP for different environments to validate and test POCs.Created Connections and Dataviews to capture analytics data into components.Validate data in CJA (Customer Journey Analytics) by creating dashboards and charts.Using Adobe Analytics Suite (Reports & Analytics interface, Analytics Workspace and Data warehouse) to measure, track and optimize user interaction through segmentation, event tracking, conversion funnels, path browsing and heat mapping.

Education

• St. Joseph's Degree & PG College

  Bachelor's degree, Computer Science

• Avanthi Institute of Engineering & Technology

  Master's degree, Computer Applications

• Central Michigan University

  Master of Science - MS, Information Technology