Sarwar H

Digital & Data Analytics Professional

Optizent • Full time

Dec 2024 - Present • 1 yr 10 mos

Focused on analytics engineering, marketing data infrastructure, and advanced tracking solutions to help businesses improve measurement, attribution, and data-driven decision-making. • Implemented and optimized GA4 tracking for websites, eCommerce platforms, landing pages, and marketing campaigns, including custom events, parameters, conversions, and enhanced measurement. • Built and managed Google Tag Manager (GTM) implementations using tags, triggers, variables, custom HTML, and data layers to create accurate and scalable tracking systems. • Developed server-side tracking solutions to improve data quality, reliability, privacy, and conversion measurement while reducing dependency on client-side tracking. • Designed and maintained BigQuery analytics infrastructure, including event data collection, data transformation, reporting datasets, and marketing analytics workflows. • Configured Mixpanel for product and behavioral analytics, including event tracking, user properties, funnels, retention, user journeys, and conversion analysis. • Worked with APIs and third-party marketing platforms to collect, transform, and synchronize analytics, advertising, and customer data. • Conducted tracking audits and troubleshooting to identify duplicate events, missing parameters, incorrect conversions, attribution issues, and discrepancies between analytics platforms. • Implemented comprehensive eCommerce tracking for product views, add-to-cart, checkout, purchases, transactions, revenue, and customer journeys. • Built measurement frameworks to connect marketing campaigns with website behavior, conversions, and business outcomes for more reliable attribution and performance analysis. • Collaborated with marketing, development, and business teams to translate measurement requirements into scalable technical analytics solutions. • Focused on clean implementation, accurate data collection, proper documentation, and scalable analytics infrastructure