Aravind Sundar

Carrum Health needed to set up efficient data tracking with Google Analytics 4 to monitor user engagement and gather crucial data for their healthcare solution. The challenge was consolidating various teams' requirements and establishing a streamlined data collection and analysis process to support their goals.

I worked closely with Carrum Health to address their data tracking needs and set up Google Analytics 4 to track user engagement and data efficiently. I also collaborated with marketing automation, analytics, and acquisition teams to align requirements and objectives. In addition, I built customized dashboards to provide a unified view of critical data for informed decision-making and established data streams for various subdomains, enabling effective tracking of data from both B2B and B2C customers. We also leveraged Google Analytics 4's path exploration and segmentation to visualize data flow between B2B and B2C customers. These solutions ensured a robust data infrastructure for Carrum Health to effectively track user engagement and make data-driven decisions for their healthcare services.

Avoya Travel faced two key challenges: the need to differentiate and engage users spending over 160 seconds on their platform and the struggle to compare Google Analytics 4 data with ad platform metrics.
These challenges hindered their ability to tailor marketing efforts effectively and analyze campaign performance.

My solution involved creating a custom tracking system for users spending over 160 seconds on Avoya Travel's platform, enabling a unique customer journey. I established tailored Google Analytics 4 views and automated dashboards to address data comparison issues, streamlining data reporting. This allowed Avoya Travel to retarget effectively on Meta and analyze campaign performance. As a result, the company experienced a 73% increase in bookings and a twofold boost in team efficiency, demonstrating the impact of the enhanced user engagement and data efficiency solutions provided.

Corpay One lacked a GTM strategy. Without a well-defined plan, it faced uncertainty regarding brand visibility, customer reach, and market competitiveness. This strategy gap threatened to hinder its market entry and expansion, making it crucial to address the issue promptly.

I collaborated with Corpay One's teams to develop a tailored GTM strategy. This strategy included market analysis, customer segmentation, and a comprehensive marketing plan. Additionally, I established the necessary systems and processes to support their marketing efforts effectively, ensuring a smooth and organized market entry. The combination of a well-crafted GTM strategy and robust operational support enabled the company to address its challenges, ensuring a successful market entry.

TODO English needed help increasing app installs, growing revenue, and building its paid user base in the US, UAE, Singapore, and South Korea. They needed a straightforward strategy for user acquisition, retention, and improving their app store presence.

My solution with TODO English is to create a simple and effective marketing plan. I designed a landing page with tracking to see how users were interacting and to help increase sign-ups. I also ran ad campaigns on Google Ads, Meta Ads, TikTok Ads, and Apple Search Ads, focusing on parents with young children. For better visibility, I improved the app's store listings, making it easier for people to find and download. I also set up email campaigns to turn trial users into paying customers and ran localized ads in Korean to reach more parents in South Korea.

Cloudstaff faced challenges with their PPC campaigns due to their niche audience, making it hard to scale and find the right keywords. Additionally, with traffic coming from different regions like the UK and USA, they needed to comply with data regulations like CCPA and GDPR, which made tracking and remarketing efforts even more complicated.

I refined Cloudstaff’s PPC strategy by expanding long-tail keywords with dynamic keyword insertion and using negative keywords to filter out irrelevant traffic. I widened audience segments using custom intent and lookalike audiences. I targeted B2B professionals on LinkedIn, while on Reddit, I focused on interest-based subreddits. I used Smart Bidding in Google Ads to improve conversions.

I set up GA4 with Google Tag Manager for web analytics on all landing pages, implementing intent-level tracking to score user behavior. I also ensured compliance with CCPA and GDPR using a Consent Management Platform. I built a customized data layer for tracking user interactions, allowing me to create accurate audiences for remarketing. Finally, a data-driven attribution model was used to optimize marketing spend effectively.

The House of LRC struggled with inaccurate event tracking and revenue reporting due to multiple GTM and GA4 setups. Key features like Google Signals for cross-device tracking were inactive, and their analytics tools were disorganized.

I conducted an audit, consolidated GTM instances into a streamlined setup, and optimized the GA4 configuration to include advanced eCommerce tracking, like product views and purchases. After testing and debugging, I created custom automated reports for real-time insights into traffic and revenue. I also trained the team to manage the new system.

The optimized tracking framework improved data accuracy by 35% and conversion tracking by 20%, enabling The House of LRC to make more informed decisions and optimize their marketing efforts.

The Ortensia wants to improve its digital marketing strategy to boost sales and gain better insights into user behavior. They faced challenges understanding customer conversion pathways, underutilizing advertising channels, and optimizing email marketing campaigns. Additionally, they lacked a unified view of their marketing performance across various platforms.

I implemented GA4 for advanced tracking and created custom dashboards to provide real-time performance insights. I launched multi-channel advertising campaigns across Google Ads, Meta Ads (Facebook and Instagram), TikTok, and Snapchat. These campaigns included targeted search and shopping ads on Google, engaging creatives on Meta, and audience-specific ads on TikTok and Snapchat.

I designed personalized campaigns for email marketing that nurtured leads and automated workflows for cart abandonment, product recommendations, and post-purchase follow-ups.

This comprehensive approach led to a 250% increase in online sales, a 10x ROAS, and a 33.8% growth in new users. Engagement time surged by 4,614.7%, and overall user growth increased by 29.9%, significantly enhancing The Ortensia's digital presence and marketing effectiveness.

NYSC needed a tracking solution to monitor their subscription user flow and convert that data into an eCommerce format within GA4. The challenge was ensuring this data could be accurately captured and used for deeper analysis.

I created a custom JavaScript solution within GTM to track the user journey and subscription data, which was then pushed into GA4 for reporting. I managed the entire tag management process, ensuring accurate data collection across all tags. I also trained the internal team to use GA4 and GTM for ongoing reporting and insights, helping them generate real-time reports and better understand customer behavior, contributing to more informed decisions around their subscription model.

Unicentro, a marketplace, needed a robust tracking and analytics setup to monitor user interactions and sales data effectively. The challenge was implementing a tracking solution compatible with their Vtex platform, ensuring data accuracy and integration for deeper analysis.

I implemented GTM tracking within the Vtex CMS, ensuring that all key events and user interactions were captured accurately.

I set up Looker Studio, enabling Unicentro to generate custom reports and visualize data more effectively, making it easier to track key performance metrics.

I configured the GA4 and BigQuery integration, allowing Unicentro to store and analyze large volumes of data. Additionally, I automated the export process of Vtex data into BigQuery, ensuring real-time data availability for more advanced analysis.

This setup allowed Unicentro to better understand user behavior, sales trends, and performance metrics, leading to better decision-making and optimization of their marketplace.