Carl D'Souza

I created and led a product team to deliver foundational site data solutions, developing and maintaining Snowflake tables (from Google Analytics data) for performance reporting, attribution, and conversion optimization. I drove the delivery of self-service Looker dashboards and reports, and implemented Agile/Scrum Key Projects included:

• • Defining and developing the initial site data model (optimized for fast query time)

• • Creating a suite of self-service site data reports and dashboards

• • Defining tracking framework for capturing accurate campaign sources

• • Implementing a ID resolution (User Stitching) solution for Site Data

• • Migrating from GA360 to GA4, while developing a solution for cross-source compatibility

Managed the analytics team for EU Country Lines of Business, with responsibility for hiring, managing, and developing the team to provide comprehensive analytics support for all key European markets.

In managing the Web Analytics Centre of Excellence implementation team, I ensured alignment of Adobe Analytics solutions with business objectives and delivered critical insights. This involved translating business questions into tracking solutions, defining and implementing new Adobe Analytics requirements, and overseeing technical configurations, including variables, SAINT classifications, and leveraging advanced variable functionalities. I also established Web Analytics Guilds to promote knowledge sharing. Prior to implementing Adobe Analytics, I developed dashboards using web log data, SQL, and Excel to analyze website performance, as well as deep-dive analyses in Paid Search Performance, to provide campaign optimization recommendations.