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

Experimentation Lead

Entain

•	Defined requirements and played a pivotal role in selecting a new experimentation tool
•	Pioneered the adoption of the new experimentation tool, streamlining ongoing product testing for improved optimisation
•	Led various training sessions to enhance experimenter skills across the company, encompassing instruction on utilising the reusable templates I designed
•	Conducted thorough audits on experiments from different teams, providing guidance to improve hypothesis formulation, solution design, testing, and validation stages
•	Coached and guided conversion rate managers across diverse regions in strategic experimentation, leveraging research-driven insights to craft roadmaps aligned with business objectives
•	Founded and curated the monthly internal experimentation newsletter, contributing to the enhancement of the company-wide experimentation culture and mindset

Experimentation Center of Excellence Lead

•	Led the design and execution of experiments to validate the effectiveness of AI models for personalised game recommendations
•	Played a pivotal role in operationalising the experimentation team, ensuring functional AI model validation processes
•	Equipped the team with optimal frameworks, methodologies, and approaches, fostering their transformation into a high-performing unit
•	Coached experimentation analysts on extracting and analysing digital data from Google Cloud Platform for pre-experiment baselining and post-experiment analysis

Experimentation Partner

Confused.com

•	Conducted in-depth product analysis, including funnel and feature analysis, to drive actionable insights for product enhancement
•	Collaborated with product teams to implement data-driven changes resulting in improved customer experiences
•	Designed and implemented a marketing optimization program in collaboration with the product and marketing team, leading to increased conversions and significant cost savings for the business
•	Identified, assessed and introduced new optimisation and personalisation tools for the business
•	Created and utilised bespoke tool evaluation methodologies to select the best marketing tools

Senior Business Intelligence Analyst - Experimentation

A4Analytics

• Identify metrics and standardize KPIs that tie back to the business objective
• Explore, craft and visualize client's rich data to provide a 360-degree view of customer behavior
• Build dynamic self-serve reports that permeate data-based decision-making across the business

Analytics Consultant

The Union

•	Established the analytics practice by defining analytics processes, creating essential documents & assets such as data briefs, fame works, use cases, tech specs, test cases, JD for analytics hires, and designing Internship programs, etc
•	Recruited, managed, and led a team of analysts including seniors and juniors
•	Strategised, implemented, and reported multiple digital acquisition campaigns for a global insurance company’s Singapore business using tools such as Google Tag Manager, Analytics, and Data Studio from Google’s marketing platform
•	Created comprehensive tagging plans (including SDRs and test docs) and tagged multiple digital assets of one of Singapore’s most iconic tourist destination using Adobe Dynamic Tag Manager (>10 million visitor traffic each year) 
•	Created a comprehensive optimization framework for the above client and went ahead to propose, create, and run multiple optimization tests on Adobe Target leading to a 20% lift in user progress through the purchase funnel
•	Provided training on various digital analytics solutions & and tools to educate both internal and external stakeholders

Analytics Lead (Digital 360°)

Wunderman

• Automated existing client reports in Tableau for faster reporting as well as to empower business users with the ability to slice and dice the data for better decision making
• Created frameworks for projects like data gathering, data wrangling, and reporting/ visualization projects and trained analysts to use them to improve the project's quality and efficiency.
• Recruited analysts/interns and mentored them during the course of their tenure.
• Provided consultation for clients to Identify and collect customer and campaign data to measure the effectiveness of campaigns
• Performed regular Search analytics,  digital audits, and social audits using tools such as Google Analytics, Adobe Analytics, Facebook insights, Twitter analytics, LinkedIn analytics, Social Bakers, etc to make recommendations or validate client's existing content strategy
• Designed, built and executed various A/B test projects using Adobe Pilot to test content/Ad components such as image, copy, CTA, etc...
• Provided data consultation and analysis to colleagues (local and regional) and planning team on insights gathering
• Used tools such as Synthesio and Crimson Hexagon to perform social media listening for clients and support colleagues across the region to follow best practices
• Trained other Analysts & business users across the APAC region on tools such as R, Google business products, and Tableau, as well as on concepts such as Social Listening & search Analysis
• Applied data mining techniques and performed statistical analysis using R to derive actionable insights hidden in vast amounts of data from our clients, some examples as below:
   - Cluster analysis to create marketable customer segments
   - Logistic regression to predict recipient's responses to various email categories 
   - Association Analysis & Pathing Analysis to identify the next best action

Senior Data Analyst(CRM, Digital and Social)

Aon Centre for Innovation and Analytics (ACIA)

• Performed extensive qualitative research to provide in-depth analysis to the leadership team on emerging trends as well as new business opportunities from new/existing products
• Member of the Aon Digital monitor team which analyzed start-ups and mapped them to one of Aon’s global product groups for the business units to effectively monitor companies in focus and take proactive business decisions

Senior Data Analyst, Business development

• Performed analysis and reporting of web and social media analysis for 5 regional clients across 11 countries in the APAC region
• Used tools like Synthesio to perform social media listening for clients across the APAC region
• Developed and deployed reusable Business Intelligence dashboard templates in Tableau to deliver accurate, timely and actionable insights for a global client to analyze and improve their business performance, saving 80 man hours every month

Free-Lance Data Analyst

Kimberly-Clark

• Performed exploratory data analysis and trend investigations on trade Promotion effectiveness for all major brands across APAC region and presented the insights to the regional director of sales and marketing
• Evaluated and presented the Analytical capability of the company using the DELTA framework and proposed solutions to incorporate analytics as part of the business culture
• Coordinated with Business Analyst across the APAC region to identify different metrics and formats of management reports and Collaborated with the development team with the consolidated findings to build standard reports
• Coordinated with 13 country directors and business analysts to collect various information and compiled them to identify Cross sourcing opportunities and machine innovation capabilities for the supply chain team

Intern - Data Analyst (Postgraduate attachment)

Plus4 Education Services Pvt Ltd (Socio Entrepreneurial Venture)

• Developed Business Intelligence dashboards and reports to analyze client’s data to provide insights and recommendations, resulting in higher revenues and margins
• Conceptualised and collaborated with web developers to develop an education information portal for the company
• Designed and implemented a data-driven marketing strategy by identifying opportunities in large and rich datasets
• Corroborated with the development team to increase lead collection using data from google analytics
• Introduced education services and employability initiatives that helped the company’s revenue grow by 19%
• Trained and led a team of 17 education counsellors who counselled more than 10,000 ‘A’ level students in India
• Organised student recruitment events in 15 cities and recruited over 700 students for our partner Universities

Data Analyst - Digital & Business Development

Experimentation | Optimisation | CRO | CXL Certified Optimizer | Digital Analytics (Strategy to Optimisation) | BI & Visualisation

I am an adept Data Analytics professional, driven by the art of deciphering insights from data and translating them into strategic business advancements. Equipped with a Master's degree in Analytics from Singapore Management University, my journey has been an immersive fusion of business acumen and analytical finesse. My expertise, honed over a decade, spans diverse sectors, from automotive and banking to pharmaceuticals and hospitality.

My fascination with Data Analytics ignited during my tenure at an education services company, where I harnessed analytics to predict student enrollment patterns. This pivotal experience propelled me to augment my business background with advanced analytics skills, leading to my pursuit of the Master's in Business Analytics program at Singapore Management University.

With a deep-rooted foundation in digital analytics spanning strategy, implementation, and reporting, my professional voyage culminates in my current role as an Experimentation Lead. This journey through the digital landscape has been a natural progression, driven by my unceasing curiosity and thirst for innovation. The realm of digital psychology particularly captivated my interest, igniting my fervour for experimentation and its transformative potential.

A dedicated continuous learner, I have completed over 80 online and offline courses in the past six years, including a comprehensive mini-degree in Conversion Rate Optimization (CRO). My Certified Scrum Master qualification empowers me to navigate transformative journeys seamlessly, a skill indispensable in the initiation of experimentation endeavours—a common prerequisite across industries.

Beyond the realm of analytics, I relish cherished moments with my family. Your interest in my profile is truly appreciated. Should my expertise resonate with your needs, I am more than willing to contribute to your endeavours. Here's to a future shaped by data-informed business decisions.

updated 2020

taplio

The Battle

Andra Baragan

Vignesh Lokanathan

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