Shahram Djafari-IT Project Manager, Data Analyst & Consultant

• Concept and independent implementation of web tracking using GTM/GA4 for the ES, FR, PT markets
• Optimization of the existing tracking for the other markets
• Business intelligence reporting & analysis of backend data and development of recommendations
• Contact person for website tracking, A/B tests, and data analysis
• Collaboration with marketing, UX, and IT teams to improve tracking and reporting
• Development and maintenance of reports as well as creation of a roadmap for A/B tests
• Communication of website trends and optimization opportunities to stakeholders and managers
• Management of web analytics reporting and measurement
• Ensuring data accuracy and working with the IT team to solve issues and implement new tracking features
• Close collaboration with cross-functional teams to measure and improve website performance
• Support in planning, implementing, and evaluating A/B tests to improve engagement and conversion rate
• Development of relevant dashboards and reporting mechanisms for stakeholders
• Support for company-wide measurement initiatives to ensure data accuracy
• Regular communication with stakeholders
• Management of internal and external stakeholders and service providers (Scrum, Jira, Confluence, task tracking, SharePoint, MS 365 platform etc.)

Label: Jedox, GA4, GTM, Looker, Power BI, Azure, AWS, TCP, IAB, GDPR, CCPA, UX/CX, Figma, Draw.io, SharePoint, MS 365 platform, Jira, Confluence, Trello etc.

• Creation of reports and analyses
• Data visualization and insight generation
• Training and workshops on report usage with stakeholders
• Development of interactive dashboards
• Creation of reports and data exports in the dashboard
• Building ETL pipelines to prepare and visualize data in Power BI
• Performing data consistency and quality checks from cloud-based and on-premise data sources to create reports, dashboards, and visualizations
• Performing analyses and developing recommendations to increase/optimize revenue and profit, ROI/ROAS, taking into account marketing mix modeling and attribution modeling
• Audit / current-state analysis of the analytics setup (app / web)
• Web and app tracking including optimization of the analytics implementation (GA3 -> GA4)
• Concept and development of reports/dashboards incl. requirements management regarding the migration of GA3 data to GA4 using additional tools and data sources such as Big Query, Data & Looker Studio, elastic, SAS, Azure, Power BI etc.
• Data protection and consent management (Clickskeks, Google Consent Mode v1/ACM, TCP, IAB, GDPR, CCPA) in coordination with the relevant stakeholders incl. evaluation, migration, and implementation
• Deep-dive and ad-hoc analyses as well as development of recommendations and initiation of optimization measures (UX/CX, Figma, Draw.io) using agile methods (Scrum, backlog, sprints)
• Concept and delivery of workshops
• Management of internal and external stakeholders and service providers (Jira, Confluence, Miro, SharePoint, MS 365 platform etc.)

Label: Power BI, Azure, Big Query, Data/Looker Studio, elastic, SAS, GA3& GA4, Clickskeks, Google Consent Mode v1/ACM, TCP, IAB, GDPR, CCPA, UX/CX, Figma, Draw.io, Jira, Confluence, Miro, SharePoint, MS 365 platform.

• Creation of reports and analyses
• Data visualization and generation of insights
• Training and workshops on report usage with stakeholders
• Development of interactive dashboards
• Creation of reports and data export in the dashboard
• Building ETL pipelines to prepare and visualize data in Power BI
• Performing data consistency and quality checks from cloud-based and on-premise data sources to create reports, dashboards, and visualizations
• Performing analyses of sell-through of products and services
• Audit of the Adobe Analytics setup (concept, implementation, reports & dashboards)
• Concept and setup of dashboards & reports in Adobe Analytics
• Development and management of segments, dimensions, and metrics
• Consulting internal IT and development teams as well as management on data privacy and consent management topics (Civic, OneTrust, Didomi, Google Consent Mode v1/ACM, TCP, IAB, GDPR, CCPA) in coordination with relevant stakeholders including evaluation, migration, and implementation
• Consulting and optimizing the consent management tool (Civic) with regard to UX (Miro, Draw.io, Adobe Target, A/B testing, Adobe Creative Cloud, CSS)
• Analysis and handling of ambiguous data and testing/cross-checking data from different sources (Salesforce, SAP, backend)
• Responsibility for the report suites and their administration
• Analysis of campaign tracking and setup of attribution models and relevant metrics
• Consulting and evaluation for the introduction of a new tracking tool including acquisition and responsibility for the selection process (Google Analytics, Matomo/Piwik, MapIntelligence)
• Analysis of data and derivation of recommendations for action
• Development and delivery of insights and recommendations for the relevant business area/market that help achieve company goals and steer/optimize online sales (ROI, ROAS, marketing mix, and attribution)
• Standardization of reports and definition of technical requirements
• Management of internal and external stakeholders and service providers (Jira, Confluence, Miro, Sharepoint, MS 365 platform etc.)

Label: Qlik, Power BI, Adobe Experience Platform (Adobe Analytics, AJO, Target, Launch, AEM, Debugger etc.), Civic, OneTrust, Didomi, Google Consent Mode v1/ACM, TCP, IAB, GDPR, CCPA, Miro, Draw.io, Adobe Launch, Adobe Target, Tealium, CSS, Salesforce, SAP, Backend, Google Analytics, Matomo/Piwik, MapIntelligence, Jira, Confluence, Sharepoint, MS 365 platform.

• Creation of reports and analyses
• Data visualization and generation of insights
• Training and workshops on report usage with stakeholders
• Development of interactive dashboards
• Creation of reports and data export in the dashboard
• Building ETL pipelines to prepare and visualize data in Power BI
• Performing data consistency and quality checks from cloud-based and on-premise data sources to create reports, dashboards, and visualizations
• Performing analyses of sell-through of products and services
• Audit of the Adobe Analytics setup including Commanders Act
• Creation of a workflow plan for cross-system organization
• Tracking/analysis of traffic and user behavior on the Allvest website to build a data foundation
• Development of a cross-functional collaboration structure, networking, and quality control of data from different sources (Salesforce, marketing, frontend)
• Definition of web analytics KPIs and concept for a web analytics process, including related processes for campaign management
• Development and optimization of reports and dashboards according to stakeholder requirements
• Identification of required skills for staffing the web analytics processes
• Consulting on topics related to digital data analysis
• Management of internal and external stakeholders and service providers (Jira, Confluence, Miro, Sharepoint, MS 365 platform etc.)

Label: Power BI, Adobe Experience Platform (Adobe Analytics, AJO, Target, Launch, AEM, Debugger etc.), Commanders Act, Salesforce, Jira, Confluence, Miro, Sharepoint, MS 365 platform

• Creation of reports and analyses
• Data visualization and generation of insights
• Training and workshops on report usage with stakeholders
• Development of interactive dashboards
• Creation of reports and data export in the dashboard
• Building ETL pipelines to prepare and visualize data in Power BI
• Performing data consistency and quality checks from cloud-based and on-premise data sources to create reports, dashboards, and visualizations
• Performing analyses of sell-through of products and services
• Audit / current-state analysis of the analytics setup (app / web)
• App tracking including optimization of the analytics implementation (GA360 -> GA4 -> BigQuery)
• Consulting internal IT and development teams as well as management on data privacy and consent management topics (OneTrust, CCPA, GDPR, TCP, IAB, ACM) in coordination with relevant stakeholders including evaluation, migration, and implementation
• Concept and development of reports/dashboards including requirements management as well as migration of GA360 data to GA4 and use of additional Google Cloud Platform tools (BigQuery, Data Studio)
• Consulting and optimizing the internal app with regard to UX in and from Salesforce and SAP (Figma, Optimize, A/B testing, CSS)
• Recommendations for action and initiation of optimization measures using agile methods (Scrum, Backlog, Sprints) and approaches (JTBD)
• Management of internal and external stakeholders and service providers (Jira, Confluence, Miro, Sharepoint, MS 365 platform etc.)

Label: Power BI, GA360, GTM, GA4, BigQuery, Data Studio (Looker), Tealium, OneTrust, CCPA, GDPR, TCP, IAB, ACM, Salesforce, SAP, Figma, Optimize, A/B testing, CSS, Jira, Confluence, Miro, Sharepoint, MS 365 platform

• Creation of reports and analyses
• Data visualization and insights generation
• Training and workshops on report usage with stakeholders
• Development of interactive dashboards
• Creation of reports and data export in the dashboard
• Building ETL pipelines for preparing and visualizing data in Power BI
• Performing data consistency and quality checks from cloud-based and on-premise data sources to create reports, dashboards, and visualizations
• Performing analyses of product and service sell-outs
• Consulting on the rollout of digital analytics projects based on Adobe Analytics for all digital platforms, as well as coordination of external service providers and internal stakeholders (Jira, Confluence, Miro, Sharepoint, MS 365 platform etc.)
• Development / customization of requirements regarding Adobe Analytics, Adobe Launch, Google Analytics (strategy, PoC)
• Collaboration and alignment of digital analytics topics/projects with the brand partner, especially Mercedes Benz Cars, for E2E tracking
• Data privacy and consent management (Tealium IQ, GDPR, TCP, IAB, ACM) in coordination with the relevant
• Leading and supporting the migration of all digital platforms from Adobe Analytics to Google Analytics
• Leading and monitoring the implementation according to the KPI framework
• Standardization of reports and definition of technical requirements
• Integration of digital analytics data into the data lake via the MS Azure platform and Salesforce (Power BI)
• Operational support regarding technical tracking solutions with Adobe Analytics/Adobe Experience Cloud and later with Google Marketing Platform, especially GA4 for web and app tracking
• Documentation using agile project management tools (Jira, Confluence, Miro, Sharepoint, MS 365 platform etc.)
• Coordination of internal and external stakeholders and service providers

Label: Power BI, MS Azure, Adobe Experience Platform (Adobe Analytics, Target, Launch, AEM, Debugger etc.), Google Analytics, Jira, Confluence, Miro, Sharepoint, MS 365 platform, Tealium IQ, GDPR, TCP, IAB, ACM, Salesforce, Google Marketing Platform, GA4

• Creation of reports and analyses
• Data visualization and insights generation
• Training and workshops on report usage with stakeholders
• Development of interactive dashboards
• Creation of reports and data export in the dashboard
• Building ETL pipelines for preparing and visualizing data in Power BI
• Performing data consistency and quality checks from cloud-based and on-premise data sources to create reports, dashboards, and visualizations
• Performing analyses of product and service sell-outs
• Review and optimization of attribution models and marketing channels using tag management tools Exactag and Tealium (JavaScript marketing tags) as well as Adobe Analytics (reporting, data quality)
• Optimization of channels and technologies with a focus on ad tech, marketing mix, attribution, further development, E2E, PoC, ROI
• Campaign analyses and performance optimization of marketing channels and budgets (web, app, social media)
• Development of solutions and recommendations regarding the Intelligent Tracking Protection issue (ITP)
• Data privacy and consent management (Tealium IQ, GDPR, TCP, IAB, ACM) in coordination with the relevant
• Development of solutions regarding cross-device tracking
• Consulting on KPI definition and on the development of an API interface to the business analytics tool (Adverity)
• Adaptation and revision of the privacy policy for the use of marketing tracking tools (Exactag, Tealium, Adform, Adobe Analytics) and partnerships
• Further development and rebuilding of reporting
• Documentation using agile project management tools (Jira, Confluence, Miro, Sharepoint, MS 365 platform etc.)
• Coordination of internal and external stakeholders and service providers

Label: Power BI, Exactag, Tealium, Adobe Experience Platform (Adobe Analytics, AJO, AEM, Debugger etc.), Ad Tech, Adform, Adverity, GDPR, TCP, IAB, ACM, Intelligent Tracking Protection (ITP), Jira, Confluence, Miro, Sharepoint, MS 365 platform

• Creation of reports and analyses
• Data visualization and generation of insights
• Training and workshops on report use with stakeholders
• Development of interactive dashboards
• Creation of reports and data exports in the dashboard
• Building ETL pipelines to prepare and visualize data in Power BI
• Carrying out data consistency and data quality checks from cloud-based and on-premise data sources to create reports, dashboards, and visualizations
• Conducting analyses for sales of products and services
• Advising, supporting, and operationally contributing to the concept and creation of standard reporting templates, especially in the area of social media marketing
• Review of the existing social media monitoring tool (Spredfast)
• Review and implementation of marketing and social media tags (GTM, Tealium, Adobe DTM/Launch)
• Definition and development of relevant KPIs in coordination with management and other stakeholders
• Development of recommendations to optimize attribution and marketing mix as well as ROI, ROAS
• Documentation using agile project management tools (Jira, Confluence, Miro, SharePoint, MS 365 platform etc.)
• Managing internal and external stakeholders and service providers

Label: Power BI, Spredfast, GTM, Tealium, Adobe Experience Platform (Adobe Analytics, Target, Launch, AEM, Debugger etc.), Jira, Confluence, Miro, SharePoint, MS 365 platform

• Creation of reports and analyses
• Data visualization and generation of insights
• Training and workshops on report use with stakeholders
• Development of interactive dashboards
• Creation of reports and data exports in the dashboard
• Building ETL pipelines to prepare and visualize data in Power BI
• Carrying out data consistency and data quality checks from cloud-based and on-premise data sources to create reports, dashboards, and visualizations
• Conducting analyses for sales of products and services
• Advising, supporting, and operational contribution
• Review of the existing tracking (GA360, GTM, Firebase, Optimize)
• Definition and development of market- and application-related KPIs in coordination with stakeholders
• Development of recommendations for action
• User experience (UX) and optimization of digital platforms (app, web, Miro, Optimizely, Adobe Creative Cloud)
• Documentation using agile project management tools (Jira, Confluence, Miro, SharePoint, MS 365 platform etc.) and work in Kanban teams
• Tag management and implementation as well as optimization of existing marketing tags and pixels (JavaScript etc.)
• Export of Google Analytics data into the downstream system landscape for reporting using visualization tools (MicroStrategy, DataStudio, BigQuery)
• Managing agencies in Germany and abroad
• Analysis and optimization of data processes

Label: Power BI, GA360, GTM, Firebase, Optimize, Miro, Optimizely, Adobe Creative Cloud, Jira, Confluence, SharePoint, MS 365 platform, MicroStrategy, DataStudio, BigQuery

• Creation of reports and analyses
• Data visualization and generation of insights
• Training and workshops on report use with stakeholders
• Development of interactive dashboards
• Creation of reports and data exports in the dashboard
• Building ETL pipelines to prepare and visualize data in Power BI
• Carrying out data consistency and data quality checks from cloud-based and on-premise data sources to create reports, dashboards, and visualizations
• Conducting analyses for sales of products and services
• Project management for the concept and rebuild of the web and app tracking (E2E) of Volkswagen AG for more than 150 countries and markets
• Tracking concept
• Specification and creation of test scenarios
• Definition and development of market- and application-related KPIs with stakeholder involvement
• Development of recommendations for action
• User experience (UX) and optimization of digital platforms (app, web, Miro, Adobe Target, Adobe Creative Cloud)
• Documentation using agile project tools (Jira, Confluence, Miro, Asana, SharePoint, MS 365 platform etc.) and work in Scrum teams
• Extensive Scrum experience (backlog, sprints, epic etc.)
• Tag management and implementation as well as optimization of existing marketing tags (Ensighten, Adobe DTM, Tealium)
• Managing agencies in Germany and abroad
• Worldwide support for VW markets/dealers on analytics, tag management, reports, evaluations, ad hoc analyses, and marketing campaigns (in English)
• Analysis and optimization of data processes (Salesforce, SAP, backend, frontend)

Label: Power BI, Miro, Adobe Experience Platform (Adobe Analytics, CJO, Target, DTM/Launch, AEM, Debugger etc.), Adobe Creative Cloud, Jira, Confluence, Asana, SharePoint, MS 365 platform, Ensighten, Tealium, Salesforce, SAP.

• Creation of reports and analyses
• Data visualization and insight generation
• Training and workshops on report usage with stakeholders
• Development of interactive dashboards
• Creation of reports and data export in the dashboard
• Building ETL pipelines for preparing and visualizing data in Power BI
• Carrying out data consistency and data quality checks from cloud-based and on-premise data sources to create reports, dashboards, and visualizations
• Carrying out analyses for product and service sell-through
• Inventory of and optimization of the existing tracking (Google Analytics) until replacement
• Design and rebuild of web and app tracking (E2E, PoC, availability of data/reports) for the Berner online shops in 26 countries
• Tracking concept (E2E)
• Testing and selection of the suitable tag management and analytics tools (Webtrekk, Econda, Adobe Analytics, Tealium, IBM)
• App tracking concept (iOS, Android, Windows), E2E
• Consulting on technical implementation (apps, shops, websites, social media tools), E2E
• Definition and development of relevant KPIs with stakeholder involvement
• Development of action recommendations and optimization of content and online marketing measures based on the recommendations
• A/B and multivariate tests
• User experience, creation of personas (Miro, Adobe Target, Adobe Creative Cloud)
• Support in planning and optimizing SEA and SEO measures as well as marketing mix modeling and ROI/ROAS for all 26 country companies
• Consulting on the development of a global content strategy (B2B)
• Tag management and optimization of existing marketing tags (Google Tag Manager)
• Consulting on the selection of lead agencies in the areas of web analytics and online marketing (SEA, SEO, email)
• Management of agencies
• Operational support in projects and committees
• Analysis and optimization of interfaces and system landscape
• Design and delivery of training measures (virtual via Webex and on-site)

Label: Power BI, Google Analytics, Webtrekk, Econda, Adobe Experience Platform (Adobe Analytics, DTM/Launch, CJO, Target, Debugger etc.), Tealium, IBM, Miro, Adobe Creative Cloud, Google Tag Manager, Webex.

• Creation of reports and analyses
• Data visualization and insight generation
• Training and workshops on report usage with stakeholders
• Development of interactive dashboards
• Creation of reports and data export in the dashboard
• Building ETL pipelines for preparing and visualizing data in Power BI
• Carrying out data consistency and data quality checks from cloud-based and on-premise data sources to create reports, dashboards, and visualizations
• Carrying out analyses for product and service sell-through
• Full responsibility for web analytics and tag implementation (Javascript) for the eCommerce platform lesershop24.de (E2E)
• Optimization of the tracking tools Webtrekk and Google Analytics set up on lesershop24.de
• Optimization of historical lesershop24.de onsite data from the tracking tool
• Advising and supporting title managers in the design and setup of campaigns with regard to creating suitable URL parameters and media codes on LPs and microsites of lesershop24.de
• Development of measures to improve processes and workflows in connection with lesershop24.de and the connected titles (BILD Group, WELT Group, FUNKE Mediengruppe, Klambt Verlag, Axel Springer Vertrieb, external agencies) to improve data quality for analysis evaluations and reports in close cooperation with the business analysis team (introduction of marketing master data setup (MST) based on MVI DB) as well as the respective department management (Performance, Marketing Operations)
• Design and implementation (Commanders Act, Javascript) of a second tracking instance using Webtrekk as well as definition of relevant key performance indicators (KPI) to capture data and link print and online data with the goal of creating an across-channel connection between tracking data and SAP systems.
• Partial design (on lesershop24.de) and implementation of Exactag (Javascript) on the eCommerce platform lesershop24.de to capture complete customer journey data in real time.
• Participation in the introduction of a completely new data management system in cooperation with the corporate IT department regarding the development of a data pool (Hadoop, Tealium, clustering, etc.)
• A/B testing and usability optimization (UX)
• Integration of Google and Facebook conversion codes as well as Facebook web custom audience codes and monitoring of pixel firing (Javascript)
• Social media analytics (Facebook PowerEditor, Facebook Insight including interface to Webtrekk and Google Analytics)
• Creation of reporting and analysis data for all teams and title managers
• Creation of lesershop24.de reports and analysis evaluations for management as well as for 22 integrated titles including action recommendations and optimization suggestions
• Training of interns in the areas of digital analytics, tag management, and reporting
• Support and monitoring of Google SEA campaigns via the Google API
• Support for changes introduced by Google (Google URL change)
• Management of internal and external agencies with regard to digital analytics, tag management (Commanders Act), customer journey, design, cooperation

Label: Power BI, Webtrekk, Google Analytics, Commanders Act, Exactag, Hadoop, Tealium, Javascript, Facebook PowerEditor, Facebook Insight

• Management
• Business development
• Marketing and resource planning (purchasing, customer acquisition)
• HR, disciplinary responsibility for 12 employees

• Management
• Business development & marketing
• HR, disciplinary responsibility for five employees

• Web development (HTML, CSS, Javascript, PHP) and online editing at tvmovie.de
• Further development of the online presences of the magazines TV Hören und Sehen, Fernsehwoche, TV 14 with regard to reach and partnerships (HTML, CSS, Javascript, PHP)
• Further development and optimization of the subscription portals of the Bauer publishing group (design and programming of landing pages and microsites)
• Online and partnership marketing
• Search engine optimization
• Development of SEO measures based on the evaluation of Webtrekk analytics data
• Design and optimization of strategies
• Documentation and reporting using reporting tools

• Web and app analytics, online marketing, content management, content marketing, content strategy, project management (traditional and agile), web development, consulting