Mohamed Salka

As a freelance Digital Analyst, I help organizations turn user data into business performance — through efficient tracking strategies, clean implementations, and actionable dashboards. I work closely with product, UX, and marketing teams to deliver reliable analytics frameworks that drive decisions, improve conversion, and optimize user experience. 🚀 Selected client engagements: 🔹 Enedis : - Led analytics for public and internal platforms - Managed server-side tracking migration via TagCommander - Used ContentSquare, Microsoft Clarity & A/B Tasty for UX optimization - Standardized Power BI dashboards across teams 🔹 Uni Médias : - Audited 11 websites & stores, created robust GTM tagging - Supported full store redesign with analytics integration - Led server-side tracking migration - Delivered dashboards in Looker Studio and full documentation 🔹 Crédit Agricole – Pacifica : - Built tracking strategy for advisor journeys on an insurance WebApp - Implemented Piano Analytics + API feed to Power BI - Developed custom dashboards and led KPI workshops 🧰 Tools & stack used: GA4 • Piano Analytics • Adobe Analytics • GTM • TagCommander ContentSquare • A/B Tasty • Microsoft Clarity • Power BI • Looker Studio • Tableau Server-side Tracking • BigQuery • Salesforce • Didomi

🔍 Performed comprehensive tagging audits across 11 websites and e-commerce stores, ensuring accuracy and reliability of analytics data. 🛍️ Led the full redesign project of the online store, including a custom-built tracking plan aligned with the new site structure. ⚙️ Managed Google Tag Manager (GTM) containers for all websites and stores, ensuring smooth and scalable tag deployment. 🌐 Oversaw the server-side tracking migration to improve data quality and technical performance. 📊 Built the initial dashboards in Looker Studio to monitor key analytics metrics and deliver actionable insights. 📄 Compiled comprehensive documentation to standardize tracking processes and facilitate long-term maintenance. Tools & stack used: GTM • Looker Studio • GA4 • Piano Analytics • Server-side tracking

🎯 Led analytics initiatives for Enedis’ public websites (enedis.fr and related spaces) and internal apps, ensuring full coverage and high data reliability across platforms. ⚙️ Supervised data collection and integration through Tag Commander, guaranteeing consistency and accuracy in all digital environments. 📈 Enhanced user experience analysis by leveraging ContentSquare, Microsoft Clarity, and A/B Tasty to identify user friction points and implement targeted A/B tests. 📣 Supported UX and product teams by translating behavioral insights into actionable recommendations to optimize user journeys. 🌐 Led server-side tracking migration across all external platforms to improve tracking performance, compliance, and scalability. 📊 Standardized Power BI dashboards by creating reusable templates with designers, improving consistency and usability across teams. Tools & stack used: Piano Analytics • Tag Commander • ContentSquare • Microsoft Clarity • A/B Tasty • Power BI • Tableau • Server-Side Tracking

🗺️ Designed an analytics strategy to monitor advisor journeys within the insurance WebApp, providing insights into internal platform usage. 🏷️ Created detailed tagging plans for tracking quote and contract creation tunnels. ⚙️ Configured Piano Analytics to ensure accurate and reliable data collection. 🧩 Led workshops with business stakeholders to define key performance indicators (KPIs). 🔄 Set up API connections to feed Piano Analytics data into Power BI dashboards. 📊 Built custom dashboards to monitor journeys related to quotes, proposals, and digital signatures. Tools & stack used: Piano Analytics • Power BI

🔄 Led the analytics migration of 70+ websites and apps from Google Analytics and Adobe Analytics to Piano Analytics, for major media brands such as Le Soir, SudInfo, La Voix du Nord, Courrier Picard, and more. 🏷️ Created and maintained robust tagging plans, ensuring high data quality and consistency across the digital ecosystem. ⚙️ Managed Google Tag Manager (GTM) for analytics, advertising, and marketing integrations across all platforms. 📊 Built and delivered custom reports and dashboards for editorial, marketing, advertising, and executive stakeholders. 🎓 Trained over 200 internal users to autonomously use analytics tools and build dashboards. 📈 Conducted ad hoc studies on subscription behavior, traffic sources, conversion trends, and audience segments. 🧠 Used ContentSquare to analyze user journeys, identify friction points, and drive UX optimization across the group. 🚀 Participated in strategic digital projects, including new site launches, subscription flows, and feature development. Tools & stack used: Piano Analytics • GA4 • Adobe Analytics • GTM • ContentSquare • Data Studio • Hotjar • BigQuery • Qiota • Selligent • Didomi • Qlik Sense • Google Optimize

💡 Contributed to the company’s digital transformation by consolidating data from web analytics, CRM, and marketing sources. 🧩 Worked closely with IT, Digital Marketing, and Communication teams to define KPIs and align data strategy with business goals. 🏷️ Built a comprehensive tagging plan to track customer journeys and measure goal completions on the website. 📊 Developed dynamic dashboards combining data from Google Analytics, Salesforce, Pardot, and internal databases. ⚖️ Participated in GDPR cookie compliance projects to ensure user data privacy. 🌐 Took part in the website redesign project, ensuring analytics and tracking integration from the ground up. Tools & stack used: Google Analytics • Salesforce • Pardot • Tableau • Data Studio • Tag Commander • Drupal • SQL • SAS

🏥 Contributed to the digitization of medical processes within the hospital's IT department. 📊 Extracted, cleaned, and analyzed hospital data for operational and reporting purposes. 🔄 Assisted in developing dashboards to monitor medical and administrative KPIs. 🔐 Gained early experience with sensitive data handling and compliance with healthcare privacy standards. Tools & stack used: Excel • SQL • Hospital Information System (HIS) tools

📡 Processed and analyzed advertising data collected by web and social media crawlers to deliver insights to publishers, advertisers, and media agencies. 📈 Built and maintained dynamic KPI reports to evaluate digital campaign performance across platforms. 🌍 Supported the rollout of analytics solutions across IPSOS departments in the MENA region. 🤝 Collaborated with internal teams to align technical data workflows with strategic and operational goals. Tools & stack used: Google Analytics • SQL Server • SSRS • Tableau • Excel • Statex Online Monitoring

Creation of: – E-commerce website (Java EE, SQL Server, HTML5, CSS3, JavaScript, jQuery, AJAX, UML) – Inventory and billing management system (Java, SQL Server)