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Bupphachat Sriphumin

@bupphachatsriphumin

Digital Web Analyst at UK Tote Group, recovering referral data for 600+ accounts with a JavaScript solution.

At UK Tote Group, I own GA4 and GTM tracking across customer journeys and redesigned dataLayer specifications to improve the quality of customer behaviour data.

I built a JavaScript solution using the FullStory API to automate segment exports. I also found and fixed a data quality issue, recovering missing referral data for 600+ accounts.

I use FullStory to analyse customer behaviour and diagnose UX issues, and built dashboards in FullStory, Power BI and Data Studio for self-service performance reporting.

Previously, at Incubeta, I led GA4 migration projects for e-commerce clients and conducted technical audits across UA, GA4 and GTM. I’m currently building my Python and JavaScript skills to increase automation and analytical depth.

Experience

Work history, roles, and key accomplishments

UG

Current

Digital Web Analyst

Current

UK Tote Group

Aug 2024 - Present (2 years 2 months)

Owns GA4 and GTM tracking across customer journeys, improving data quality and building dashboards. Uses FullStory to analyze behavior and supports A/B testing.

GA4 GTM Fullstory Power BI Data Studio JavaScript Jira A B Testing

IN

Web Analytics Executive

Incubeta

Oct 2022 - Jul 2024 (1 year 9 months)

Led GA4 migration projects for e-commerce clients, conducted technical audits, and implemented marketing tags and consent solutions.

GA4 GTM Universal Analytics Google Ads Floodlight META Pixels TikTok Pixels Google Consent Mode OneTrust Jira

IT

Junior Digital Marketing Analyst

ITPR

May 2022 - Sep 2022 (4 months)

Analyzed website and marketing performance using Google Analytics and HubSpot, produced dashboards, and supported SEO and email optimization.

Google Analytics HubSpot SEO Email Marketing Dashboarding

IT

Junior Business Development Executive

ITPR

Nov 2021 - Apr 2022 (5 months)

Supported business development and marketing activity, contributing to client engagement and identifying new business opportunities.

Business Development Marketing Client Engagement

Education

Degrees, certifications, and relevant coursework

MU

Manchester Metropolitan University

MSc, Business Analytics

2020 - 2021

Postgraduate study combining statistical analysis, data management, and business strategy using tools such as Power BI, SQL, SPSS and R.

MU

Manchester Metropolitan University

BA (Hons), Tourism Management

2016 - 2019

Bachelor of Arts with Honours in Tourism Management.

CC

Cardinal Newman College

BTEC, Travel and Tourism

2014 - 2016

BTEC qualifications in Travel and Tourism and Information Technology.

CC

Cardinal Newman College

BTEC, Information Technology

2014 - 2016

BTEC qualification in Information Technology.

Tech stack

Software and tools used professionally

Google Tag Manager

Tableau

Data Studio

OneTrust

Jira

JavaScript

Python

Microsoft Excel

FullStory

Microsoft Power BI

SQL

Google Ads

IBM SPSS Statistics

Databox

Power BI

Availability

Looking for a job

Location

United Kingdom

Authorized to work in

Salary expectations

50k+ GBP

Social media

Job categories

Digital Web Analyst Web Analytics Executive Digital Marketing Analyst

Skills

Web Analytics Google Analytics 4 Google Tag Manager DataLayer Architecture Fullstory Power BI Data Studio SQL Google Consent Mode OneTrust Google Ads Floodlight META Pixels TikTok Pixels A B Testing

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