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BSBBaba Sai Batte

Analytics Solution Architect · Measurement Architecture & Implementation

Baba Sai Batte

Analytics Solution Architect — Measurement Architecture & Implementation

Nine years turning digital interactions into dependable measurement — across web, mobile, connected devices, and video. I write the contract, build the instrumentation, and prove it works.

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9+ years
hands-on measurement
4 employers
NBA · Levi’s · AT&T · UDo-now
4 surfaces
web · mobile · devices · video

Chapter 01 · Featured work

Featured projects.

Real work from documented roles — what the problem was, what I did, and what can be verified.

Showing 3 of 3 case studies

01 / Architecture · NBA

One shared foundation for analytics tracking

Web · Native mobile · Connected devices · Video

Different surfaces tracked the same actions in different ways. I designed a shared event system and rebuilt the tracking behind it — across web, mobile, devices, and video.

Adobe Launch / AEP TagsTealium iQEDDLAmplitude
Read the case study
One contract.EVENT DEFINITION01 Intent02 Context03 ValidationPRODUCT MOMENTSSHARED MEANING
Shared event definitions across surfaces

02 / Media · NBA

Making video playback data more meaningful

Playback · Content metadata · Multiview interactions

A measurement approach for relating playback events to user, device, player, content, and multiview context.

Bitmovin Media AnalyticsEvent metadataAttribution requirementsCross-platform QA
Read the case study
MULTIVIEWCONTENTDEVICEVIEW MODE
Playback with its context intact

03 / Experimentation · Levi Strauss & Co.

Turning customer interactions into useful analytics

Web · Mobile · KPI reporting · Adobe Target

Multichannel analytics delivery alongside documented A/B and multivariate testing activities.

Adobe AnalyticsAdobe Launch / AEP TagsAdobe TargetReport Builder
Read the case study
A product moment.ABMEASURE THE MOMENTINFORM THE TEST
From measurement to testing

Chapter 02 · Capabilities

A connected
practice.

Select a capability to see what it covers and where it was practiced.

01 / CAPABILITY

Measurement architecture

Turn product intent into a clear measurement plan, implementation specification, and governed event contract.

Measurement strategySolution designTechnical specificationsEDDL / data-layer designEvent & property governanceAdobe Experience Platform (AEP) solution design

In practice:

Chapter 03 · History

From implementation
to architecture.

Nine years across sports, retail, telecom, and digital services — connecting hands-on implementation with measurement architecture.

  1. Jun 2021–Sep 2026
    NBAAnalytics Solution Architect

    Owned measurement architecture and hands-on implementation across web, native mobile, connected devices, and video.

    Explore responsibilities
    • Owned measurement architecture and end-to-end analytics solution design, translating product and business requirements into implementation-ready tracking specifications.
    • Built and maintained Adobe Launch / AEP Tags data elements, rules, extensions, and custom JavaScript actions.
    • Managed environments, libraries, and publishing through development, staging, and production.
    • Configured Tealium iQ profiles, load rules, tag templates, extensions, data-layer mappings, versioning, and publishing workflows.
    • Developed EDDL (Enterprise Data Layer) structures with frontend engineers, including JavaScript contracts and event schemas.
    • Modernized legacy implementations toward EDDL and Adobe Web SDK architectures.
    • Governed Amplitude event and property standards, page-view naming, derived-property logic, content metadata, sessions, attribution, and cross-platform conventions.
    • Implemented video and playback measurement through Bitmovin Media Analytics, with metadata for user, device, player, content, and multiview contexts.
    • Defined attribution and interaction requirements for emerging multiview and game-related experiences.
    • Validated desktop, mobile web, iOS, Android, iPad, and connected-device implementations using Charles, AEP Debugger, developer tools, and network inspection.
    • Supported Adobe Experience Platform (AEP) solutions through Adobe Web SDK / Edge Data Collection, Real-Time CDP profile and segment configuration, and Customer Journey Analytics reporting.
    • Partnered with product managers, analysts, engineers, and QA from discovery through release.
    • Maintained Confluence/Jira references and mentored delivery teams.
    • Produced specifications, data dictionaries, and enablement documentation.
    Explore selected NBA work
  2. Aug 2020–Jun 2021
    Levi Strauss & Co.Adobe Analytics Consultant

    Led multichannel Adobe Analytics implementation across web and mobile, connecting solution design to delivery and reporting.

    Explore responsibilities
    • Led multichannel Adobe Analytics implementation across web and mobile, connecting solution design documentation to Launch rules, data elements, and custom code.
    • Configured extensions, custom JavaScript, environment promotion, and releases in partnership with engineering and QA.
    • Built KPI reporting and Adobe Report Builder dashboards; analyzed campaigns and customer journeys; supported data warehouse requests and analytics integrations.
    • Implemented and analyzed Adobe Target A/B and multivariate testing activities, including audience definition, profile scripting, sample-size considerations, results interpretation, and optimization recommendations.
  3. Jan 2020–Aug 2020
    AT&TAdobe Consultant

    Architected, documented, and implemented tracking across several tag-management systems for web and native mobile.

    Explore responsibilities
    • Architected, documented, and implemented tracking across Adobe Launch, Tealium iQ, Google Tag Manager, and DTM, including rules, data elements, extensions, and custom JavaScript.
    • Owned testing, deployment, troubleshooting, and web/native mobile tag-management configurations with developers and QA.
    • Supported governance, implementation standards, and knowledge transfer.
  4. Nov 2016–Oct 2019
    UDo-nowWeb Analytics Consultant

    Managed web and mobile analytics implementation, reporting, tag migrations, and reusable delivery documentation.

    Explore responsibilities
    • Managed web/mobile implementation, reporting, and tag migrations using Adobe Analytics / SiteCatalyst, Google Analytics, Tealium, GTM, and related platforms.
    • Developed data layers, custom JavaScript, classifications, processing rules, and campaign tracking.
    • Created dashboards, scorecards, business requirements and solution design documents (BRDs/SDRs), and reusable implementation/design templates; partnered with QA on tag validation.
    • Delivered frontend analytics integrations and UI fixes using HTML, CSS, JavaScript, and SQL.

Chapter 04 · Contact

Let’s talk
measurement.

For roles, collaboration, or a conversation about measurement architecture and implementation.

battebs12@gmail.com
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