150%
More tracking coverage
Lifted tracking coverage on a major retail single-page application by re-architecting the data layer and Adobe Launch rules.
> Lead Digital Analytics Engineer · London, UK
Vishwam
Parsa
// Adobe Analytics Architect|
12+ years building trusted digital measurement across banking, financial services and retail. I architect data ecosystems using Adobe Experience Cloud, Tealium iQ, and Google Tag Manager privacy-first, insight-forward.
12+
Years Experience
150%
Tracking Coverage Uplift
50%
Analytics Accuracy Uplift
5
Certifications
01.
About Me
VP
London, United Kingdom
linkedin.com/in/vishwamparsaCertifications
Adobe Certified Master: Analytics Architect
Adobe
Tealium iQ, Advanced
Tealium
ObservePoint Professional Certification
ObservePoint
Google Tag Manager Fundamentals
Google Analytics for Beginners
I’m a Lead Digital Analytics Engineer and Adobe Certified Master (Analytics Architect) with over 12 years of experience owning Adobe Analytics and Adobe Launch implementations. I work across banking, financial services and retail, connecting tracking strategy and implementation quality with data that product, marketing and analytics teams can trust.
My work spans Adobe Web SDK, Customer Journey Analytics, Tealium iQ, Tealium CDP and GA4. I write tracking specifications and tagging plans, audit data layers, and establish measurement governance and QA standards. I also integrate consent management into tag flows and design measurement for experiments, feature launches and CRO programmes.
⚡
Performance-First
Async, non-blocking tag strategies
🔒
Privacy-Compliant
GDPR/CCPA consent frameworks
🔭
Data Quality
ObservePoint audits & validation
📊
Insight-Driven
Dashboards that spark decisions
🎓
Bachelor of Technology — Computer Science and Engineering
Jawaharlal Nehru Technological University · Hyderabad, India · 2012
02.
Skills & Expertise
📊
Analytics Platforms
Adobe AnalyticsAdobe LaunchAdobe Data CollectionAdobe Web SDKCustomer Journey Analytics (CJA)Adobe Experience Platform (schemas, datasets, events)GA4
🏷️
Tag Management & CDP
Adobe LaunchTealium iQTealium CDPGoogle Tag Manager
⚙️
Development & Engineering
JavaScript (custom extensions & debugging)HTML5CSS3ReactPythonREST APIsGitChrome DevTools
📈
Visualisation & Reporting
Power BITableauLooker StudioSelf-serve DashboardsReusable Reporting Datasets
🔒
Governance & Privacy
GDPRCookie ComplianceOneTrustCookieProConsent Management PlatformsObservePoint
🎯
Measurement & CRO
Tracking SpecificationsTagging PlansData Layer AuditsQA & ValidationExperimentation Measurement DesignContentSquareUTM StandardsAttribution Measurement
🗃️
Data & Querying
Advanced SQLMS SQLMySQLEvent Data ModellingSchema Design
// How I apply these skills
- Own tracking strategy and implementation quality from tagging plan through release sign-off.
- Connect consent management and governance standards to everyday delivery.
- Design trustworthy measurement for campaigns, experiments and feature launches.
- Build self-serve reporting foundations with event models, schemas and reusable datasets.
03.
Experience
Assistant Consultant
Tata Consultancy Services
June 2021 – Present
London, UK
- ›Lead Adobe Analytics and Adobe Web SDK implementations across banking, financial services and retail, owning tracking strategy, tagging plans and implementation quality.
- ›Write reusable tracking specifications aligned to business KPIs and audit data layers before production releases.
- ›Build Adobe Launch properties and custom JavaScript extensions with engineering and product teams across the SDLC.
- ›Set measurement governance and QA standards that lifted data efficiency by 30% and established a trusted source of digital behaviour data.
- ›Support campaign tracking, UTM standards and attribution measurement, connecting interaction data to commercial and CRO outcomes.
- ›Integrate GDPR and cookie consent requirements into Adobe Launch and Tealium flows across global rollouts.
- ›Design measurement for A/B tests, feature launches and CRO programmes; serve as a senior point of contact for tracking quality.
- ›Drive ObservePoint web auditing and tracking governance for retail implementations.
Adobe AnalyticsAdobe Web SDKAdobe LaunchTealium CDPObservePointGovernance
Senior Analyst
Rupayapay Payments India Pvt Ltd
March 2020 – May 2021
Hyderabad, India
- ›Owned Adobe Analytics implementation and reporting across digital products, creating stakeholder-ready datasets for product, marketing and leadership.
- ›Helped drive a 15% revenue uplift and 20% engagement increase through behavioural analysis and decisions with senior stakeholders.
- ›Built self-serve dashboards that reduced dependency on the analytics team and accelerated decision-making.
- ›Established analytics processes, QA routines and cross-functional training to improve measurement maturity.
Adobe AnalyticsBehavioural AnalysisSelf-serve DashboardsMeasurement QA
Technical Officer
Electronics Corporation of India Ltd
July 2014 – February 2020
Hyderabad, India
- ›Implemented Google Analytics across product and internal websites for traffic, campaign and behaviour tracking, working with developers on deployment and troubleshooting.
- ›Managed a team of 6 analysts and delivered Google Analytics and Adobe Analytics training across the organisation.
- ›Built executive dashboards and recurring performance reports for business and marketing decision-makers.
Google AnalyticsAdobe AnalyticsTeam LeadershipExecutive Reporting
Selected impact
50%
Better analytics accuracy
Improved analytics accuracy through data layer audits, validation routines, governance standards and team training.
30%
Greater data efficiency
Established naming conventions, validation checklists and release sign-off to improve data efficiency.
04.
Projects & Tools
Extensions, dashboards, automations & open-source contributions
Live
StorageLens
A Chrome Extension for inspecting, editing, searching, and clearing all browser storage in one place. Supports Local Storage, Session Storage, Cookies, IndexedDB, and Cache Storage - with dark/light mode, CSV export, selective clear, and real-time key/value search.
Chrome ExtensionJavaScriptBrowser Storage APIChrome DevTools API
Live
Tag Lens 360 — Chrome Extension
A professional-grade Chrome Extension for inspecting, validating and blocking marketing tags, analytics pixels, data layers and cookies in real time. Founded and developed in 2025; launched on Product Hunt and the Chrome Web Store. Captures GET and POST requests across 80+ tag providers including GA4, Adobe Analytics, GTM, Tealium, Meta Pixel and more - with full variable inspection, user journey tracking, network blocking and CSV export.
Chrome ExtensionJavaScriptChrome WebRequest APIdeclarativeNetRequest API
Live
TagLens360.com — Web Auditor
A free web-based tag auditor that runs a real browser against any public URL and reports back everything that fires. Detects 180+ analytics, advertising, tag management and consent vendors, builds a complete cookie inventory with first-party and third-party classification, captures consent platform behaviour with pre and post-consent diff, extracts data layers across GTM, Adobe and Tealium, measures Core Web Vitals, and generates a privacy score out of 100 - all in about 30 seconds. No signup, no install, free forever during public beta.
ReactNode.jsExpressPlaywrightCaddyVite
Coming Soon
Analytics Implementation Guide
Coming soon - A comprehensive web resource covering Adobe Analytics, Tealium iQ, and GTM implementation patterns, data layer best practices, and privacy-compliant tracking strategies.
ReactMDXAdobe AnalyticsTealium
Coming Soon
Consent Management Framework
Coming soon - End-to-end GDPR/CCPA-compliant consent orchestration integrating OneTrust with Adobe Launch and Tealium, ensuring analytics fire only with valid consent signals.
Tealium iQAdobe LaunchOneTrustJavaScript
Coming Soon
Tealium Extension Library
Coming soon - A library of reusable Tealium iQ JavaScript extensions for scroll depth, video engagement, form field tracking, and SPA route detection.
Tealium iQJavaScriptAnalytics
05.
Client Domains
🛍️
E-Commerce & Retail
Multi-brand retail analytics, funnel optimisation, personalisation
🏦
Financial Services
Fintech tracking, payment funnel analytics, compliance-first data
✈️
Travel & Hospitality
Booking journey analytics, cross-device tracking, loyalty programs
📱
Media & Publishing
Content engagement analytics, video tracking, subscription funnels
🏛️
Government & Public Sector
Secure data collection, accessibility-compliant analytics
📡
Telecommunications
Multi-platform tracking, customer retention analytics, CDPs
06.
Get In Touch
Open to freelance analytics projects, full-time roles & consulting opportunities
vishwamp89@gmail.com
vishwamparsa
Phone
+44 7440 565230
Location
London, United Kingdom
Response Time
Within 24–48 hours