Ontrack Digital

Ontrack Digital is a Conversion Optimization agency that has specialized on working with ecommerce businesses to help them generate more profit and more sales.

We deliver super effective conversion optimization testing plans, based on thorough qualitative and quantitative analysis. We bring in our obsession with behavioral economics and make sure your online business thrives and reaches its true potential.

Founder | Conversion Optimization Expert

Omniconvert

Building conversion optimization strategy for the agency clients.
Improving website's performance through conversion optimization and online strategy. 
Creating optimization plans using A/B testing, segment-based targeting & behavioral targeting.
Performing full website audits to identify pain points in the conversion funnel and developing hypotheses to solve each of the found issues.

Head of CRO Strategy

SavaBros

Develop and implement marketing campaigns.
Ongoing management of current media properties - display, email, video
Media Research Planning

Media Buyer

Driving growth and increasing ROI.
Improving the performance of current products and marketing campaigns through data analysis, insights, A/B Testing, new campaign development.
Landing page optimization
Website optimization
Improving existing campaigns: PPC campaigns, direct media buys

Conversion Optimization Manager

Founder of ONTRACK DIGITAL. Conversion Optimization Expert.

At Ontrack Digital, we specialize in helping Shopify businesses unlock their full potential through tailored Conversion Rate Optimization (CRO) strategies. With our expertise, we focus on increasing your profitability and scaling your business by fine-tuning every stage of your conversion funnel.

Our personalized optimization programs are designed to maximize the results from your existing marketing campaigns, reducing your cost per acquisition and enabling you to scale faster and more effectively. By identifying the key drop-offs and pain points in your customer journey, we deliver actionable insights and impactful changes that drive measurable results.

Backed by a team of CRO experts trained by some of the industry's leading practitioners, we bring proven methodologies and innovative solutions to your business. At Ontrack Digital, we don’t just optimize your website—we optimize your growth.

Andra Baragan

Self Employed

Personal project to gain hand-on experience with LLM and Gen AI (pro7fitness.com).

Scope of work:
- Building LLM pipelines for translating the website into 4 new languages with LLM, fixing HTML formatting and in-context links, and synchronizing posts' and categories' hierarchies for the new languages
- Developing LLM pipelines for content idea generation, improving author language style, creating new posts and images from scientific articles, and generating video scripts from blog posts tailored for production on social media platforms (such as YouTube, Instagram, and TikTok);
- Experimenting with content recommendation based on paragraphs using RAG, embeddings, and AWS;
- Prompt engineering;
- Moving the website to another hosting platform.

Technologies used: Python, WordPress REST API, OpenAI API, LangChain, Leonardo AI, AWS.

Data Scientist (Gen AI)

SteppeChange

Product - an AdTech platform that does not collect or use personal data. This is a project by WPP/Choreograph, with clients including Coca-Cola.

Responsibilities:
- building data models, mathematical basis;
- building geo-spatial data models (h3 geo grid);
- building data transformation pipeline (ETL) for ML, data analysis, reporting;
- data models implementation (dbt, sql);
- product metrics development, calculation and optimisation;
- data QA (strategy, implementation, dashboarding);
- deep advertising campaign analysis (our first campaign from our platform under development): raw data analysis in geographical and temporal domains, metrics calculation, comparison of planned and actual targeting (in geographical H3 cells and time dimensions), comparison of the results with third-party data (offline sales), 3D visualisation;
- EDA, geo-spatial EDA;
- data visualisation, geo-spatial data visualisation (Looker, Tableau, Power BI, kepler gl, carto); 
- statistical analysis; 
- reporting to stakeholders;
- managed collaborative work of a small team of data scientists and supported the project from early modeling till production ready data marts delivery (5 Data Scientists, > 100 dbt models, project planning and structure, guidelines for the team, code review, mathematical support);
- ML: clustering, NLP, LLM, XGBoost, etc.

Data stack: Safegraph, PredictHQ, Openstreetmap, Circana Sales Data, Mobility Data, Census, etc.

Data Scientist, Analytics Engineer (GIS, AdTech)

CoffeeHouse

Consulting and assisting in setting up app Analytics, A/B testing and Recommendation system.

Technological stack: Mixpanel, Amazon AWS, PostgreSQL, dbt, AVO, Python, Tableau.

Product Analyst

Maxine-betting company

Product - web and app (iOS, android) for sports betting.
The main request from the head of the marketing department - figure out the reason for the incorrect collection of conversions, as well as provide tools for evaluating effectiveness of the users acquisition and remarketing activities.

What has been done for the company:
- built an end-to-end analytic system from scratch on the stack GA4 (Firebase), BigQuery, Owox, PowerBI for marketing channels effectiveness analysis;
- planned BigQuery architecture, automation setup, request cost optimization;
- built events map for the web (desktop, mobile), applications (iOS, Android): conversion events, events for funnels analysis (registration, verification, deposites), UX events;
- setup event tracking (web, applications);
- setup tools for funnels analysis: registration, verification, deposites (Looker);
- calculated product metrics (Power BI + DAX);
- dashboards for cohort analysis by day/traffic source (Power BI);
- dashboards for users segmentation (multiple criterias) + interactive tools for user ids export (Power BI);
- created business performance reports, reports on the effectiveness of traffic channels, other on-demand reports (bonuses effectiveness, etc.) (Power BI).
- A/B testing

Technological stack: GA4, Firebase, Google BigQuery, MySQL, Power BI (DAX), Google Data Studio, GTM, Owox, Appsflyer, R.

Product Analyst, Marketing Analyst

IM Action

IM Action (now - Ramp IQ) - internet marketing agency, operating on the international market (US, Europe, CIS countries).

Responsibilities:
- analytic tools installation and configuration: Google Tag Manager, Google Analytics, Google Search Console, Yandex Metrika, Hotjar, Call Tracking, pixels of advertising systems;
- Google Analytics setting up: events, goals, filters, segments, custom metrics, importing data from third-party systems manually and by means of Owox, custom reports, cross-domain tracking, multi-domain projects;
- web analytics: research for the reasons in the abnormal metrics behavior, answers to the questions of the client's managerial staff, SEO and PPC departments, ;
- setting up event tracking in Google Tag Manager;
- building reports (SEO, Ads, Pacing) in Data Studio, Power BI, Google Sheets (including uploading via API): automated monthly and weekly performance reports, pacing predictive reports;
- building dashboards for SEO and PPC departments for analysis of backlinks, keywords, advertising campaigns, comparative competitors analysis (Power BI + Ahrefs / Semrush + Google Sheets);
- data synchronization with CRM, search for the reasons of data discrepancies between systems;
- advertising campaigns performance analysis;
- experiments on uploading data from advertising systems (Facebook Ads, Google Ads) via API, visualization, analysis, building simple predictive models (R, Power BI + R).

Technological stack: GA4, GA3, Google Sheets, Google Data Studio, GTM, Google Ads, Facebook Ads, Power BI, Ahrefs, Semrush, Owox, R.

Web Analyst, BI Analyst

Self employed

Starting from 2014 i studied web development (html/css, Wordpress, a bit PHP, javascript) and SEO and took part in developing several projects.

1) promusculus.ru (Dec 2016 - now)
PROmusculus.ru is a personal web-project about nutrition in sport, fat-loss and health from the point of view of science. I started it on my own in order to practice principles of web-development, internet marketing and SEO i learned and at the same time get expertise in sport nutrition.

Web: https://promusculus.ru.

Responsible for:
- general resource structure
- usability
- SEO strategy (keywords analysis, content planning, technical optimization, link building)
- SEO-copywriting
- freelancers management
- html/css, wordpress plugins and templates customization
- monetizing 
- web analytics
- e-mail marketing

2) city1850.com (Nov 2016 - Feb 2017)
My role - Web developer. 
city1850.com - creative travel project of my friend - professional street photographer.
Web: http://city1850.com. Instagram: @city1850.

Responsible for:
- general structure of the project, usability
- front-end
- deep software cutomization of template and plugins
- SEO optimization

3) meshtrip.com (Nov 2015 - May 2016)
MeshTrip.com is a vacation rental start-up. I was responsible mainly for SEO and simple mobile application development. 

Responsible for:
- Web analytics
- SEO optimization and strategy development 
- Blog launching and support
- iOS application development

Web-developer, SEO specialist

Entrydell

As Automation engineer i was responsible for:
- HVAC software development and launching on sites (Siemens HVAC control systems, Desigo Insight, Desigo Xworks Plus).

As a Medical Integration Engineer and Field service engineer i was responsible for: 
- Leading projects of medical engineering systems planning/design/installation/maintenance.
In the scope of my responsibility where integrated systems for operational rooms Karl Storz OR1 (archiving, telemedicine, control systems), access control systems for aseptic modules, nurse-patient communication systems, etc. 
Almost all projects were country wide level importance (President clinic, Regional children hospital, etc. See Projects section below).

Also i developed for my company web-site www.vi-rent.by. That was my first experience in web dev.

HVAC Software Developer (Siemens), Medical Integration Engineer

Novosim Engineering

Assistance in business launching, taking part in exhibitions for customers search, communication with freelance engineers on behalf of the company head, preparing technical documentation for project substantiation

Assistant To The Director

Unibelus

As a sales engineer I was responsible for:
- design of technical solutions for CCTV, access control systems and professional sound systems;
- projects performance management;
- clients consulting;
- marketing research of the CCTV, access control and pro-sound markets.

Sales Engineer

GeoInform Systems, department of Academy of Science

As a researcher i was responsible for development of fire detection algorithm for the Belarusian satellite “BelKa” using digital images captured by the satellite. 

My job included: 
- deep theoretical analysis of the problem; 
- design and theoretical description of the algorithm for atmosphere transmission estimation on slanting paths vs sun coordinates and day time;
- implementing software prototype in Matlab.

Researcher

I am a Data Scientist with experience in marketing/web/product/spatial analytics, data engineering skills, a background in biomedical engineering (medical electronics, physical electronics, optoelectronics), and a keen interest in ML/AI/Generative AI.

I help companies with:

- Building Data Models and Data Transformation Pipelines (SQL, dbt);
- Building pipelines to integrate LLM capabilities into company workflows using APIs;
- ML/AI models implementation and productising (python, sklearn, NLP, airflow, mlflow, etc.).
- Exploratory Data Analysis;
- Data Quality Analysis, Setting Up QA Tests (dbt), Building Dashboards for Data Quality Monitoring;
- Geo Spatial Data Analysis (GBQ, python, carto, kepler);
- Web/Product Analytics (GA4, GTM, Appsflyer, Firebase, Amplitude, etc.) ;
- Product Metrics Calculation; 
- A/B Testing;
- Data Visualisation/Reporting/Dashboards (Tableau, Power BI, Looker, Google Sheets).

Currently, my professional interest is in the field of ML, NLP, LLM, Generative AI, ML models productising.

taplio

The Battle

Andra Baragan

Andrei Kristov

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