About Me
Vinoaj (Vinny) Vijeyakumaar
I have a passion for unlocking value through the clever use of Data and AI. With over 20 years of experience in cloud data and AI, I combine strategic vision with hands-on technical expertise, enabling businesses to achieve transformative outcomes. I effectively bridge strategy and execution, ensuring that solutions not only meet today's needs but are also scalable and future-proof.
Throughout my career at Google, Databricks, and Google Cloud, I have partnered with enterprises across various industries to guide their data and AI strategies and develop future-state architectures. Drawing on my expertise in platforms like Google Cloud, Vertex AI, BigQuery, and Databricks, and my proficiency in Python, SQL, and JavaScript, I collaborate closely with clients to design and implement robust, scalable solutions tailored to their unique needs, delivering measurable business value.
As an entrepreneurial-minded consultant, I have a proven track record of founding and growing successful practices, including a Google Analytics consulting firm in Southeast Asia and a Google Cloud practice in Australia. I pride myself on delivering simple, elegant, and flexible solutions that meet today's needs while anticipating future challenges.
A hallmark of my approach is my ability to demystify complex technological concepts and make them relatable to stakeholders. Whether it's architecting comprehensive AI solutions or driving business growth through data-driven strategies, I bring a depth of experience and a passion for innovation that helps clients achieve their goals with confidence.
Portfolio
Portfolio of articles and presentations I have authored.
Enriching customer reviews at scale with Delta Live Tables on Databricks on Google Cloud
10 August 2023 | Whitepaper | Google Cloud
Whitepaper co-authored with Google Cloud on utilising Databricks Delta Live Tables and Google Natural Language AI to derive structured insights from unstructured customer reviews
Three takeaways on data-driven marketing from our Singapore roundtables
30 March 2015 | Article | Econsultancy
Digital marketers got together and discussed their challenges around undertaking a true data-driven approach to marketing within their organisations. Three clear concerns kept popping up and it's worthwhile to explore these and look at how they can be overcome.
Building Customer Profiles - Move from Clicks to Faces
11 September 2014 | Presentation | Google Analytics User Conference Australia
Web analytics tools are great for investigating user behaviour - however traditionally it doesn't give us the full face of the user. We look at how we can start to put a face to our users by using Google Analytics' demographic reports.
Data and Measurement Resolutions for 2014
12 December 2013 | Article | Clickz
At the beginning of this year, I shared 3 measurement resolutions for 2013. With 2014 around the corner, I want to share my 3 resolutions for 2014. I hope you’ll take these away on your holidays, reflect upon them and start 2014 with a clear conversion optimization strategy in mind. Trust me, these resolutions are easier to keep than trying to lose weight!
Google Analytics Unified Segments: 5 Simple Steps to Get You Started
20 November 2013 | Article | Clickz
Segmentation is nothing new in Google Analytics. However, a limitation was that you could only segment based on a single session. In other words, you couldn’t filter by visitor behavior over multiple sessions (or visits). Unified segments solve this issue and allows you to start making decisions around what a user did over their lifetime, versus what they did in a single session.
Remarketing With Google Analytics: 5 Simple Recipes to Get You Started
26 August 2013 | Article | Clickz
I want to share five of my favorite remarketing list setups for engaging with visitors and improving your conversion rates. With each remarketing list “recipe” we look at why you may want to consider them, how to set them up, and how to tailor your creatives for them.
Remarketing With Google Analytics: Getting Started
29 July 2013 | Article | Clickz
AdWords remarketing allows advertisers to connect with visitors who have previously visited their sites. Setting up AdWords remarketing tags can be quite cumbersome for a number of reasons. Let's look at simplifying the process with the help of Google Analytics.
Google Tag Manager Best Practices (Part 3 of 3)
11 April 2013 | Article | Clickz
In my first and second articles, I covered getting started with Google Tag Manager and coming to grips with its advanced features. In this final part, we will cover a series of best practices to ensure that you start using Google Tag Manager correctly from day one. Following these best practices will save you from many headaches in the future.
Getting Advanced With Google Tag Manager (Part 2 of 3)
15 March 2013 | Article | Clickz
In my last article Take Control of Tagging with Google Tag Manager, I covered the advantages of Google Tag Manager and how to get started with it. Today we’ll look at passing dynamic values into your contained tags using the data layer and macros.
Take Control of Tagging With Google Tag Manager (Part 1 of 3)
20 February 2013 | Article | Clickz
Adding third-party tags to your website is part and parcel of being a digital practitioner. Tags are needed to track user analytics, record advertising conversions, set remarketing cookies, personalize site experience, and so on. You may believe you have all the tags that you need on your site, but the proliferation of tags continues with the fragmentation of advertising networks and the constant introduction of new players.
3 Measurement Resolutions to Embrace in 2013
23 January 2013 | Article | Clickz
2013 is upon us, and with it comes many resolutions that we aim to keep but deep down we know we’ll probably abandon. Speaking to digital marketers last year, I saw a common theme evolving in their digital resolutions for 2013.
Measuring your way towards a successful application - Google Developer Group DevFest Kuala Lumpur
04 October 2012 | Presentation | Google Developer Group DevFest
This talk covers the ways developers and product managers can leverage measurement practices to grow their user base. We look at identifying and tracking the right KPIs and goals. Then we explore implementing advanced Google Analytics features to track meaningful goals. We conclude with best practices for analyzing Google Analytics reports for actionable insights.
Navigating Uncertainty through Data
27 September 2012 | Presentation | Navigating Uncertainty through Datar
Navigating Uncertainty through Data. Navigate a Black Swan or Coconut Uncertainty environment using digital data resources. The keys to navigating a rapidly evolving digital landscape is to successfully measure, gain insights from the wisdom of the crowd, hypothesize, test, rinse, and repeat.
How Nissan Uses Ecommerce Tracking Without Directly Selling Online
11 May 2012 | Article | the Official Google Analytics Solutions Blog
Nissan Motor Company does just this. Nissan operates in the automobile industry, and owns a network of websites designed to help consumers around the world decide which Nissan vehicle they would like to purchase.
TEDx Johnson & Johnson - Building Great User Experience with Data
01 April 2012 | Presentation | TEDx Johnson & Johnson
A talk I gave at Johnson & Johnson's internal TEDx conference. I cover how digital data sources can be used to gain powerful insights to aid with product design and user experience.
WAN-IFRA Digital Media Asia 2011 - Owning Great Content: A Data-Driven Approach
23 November 2011 | Presentation | WAN-IFRA Digital Media Asia
We introduce tools such as Google Analytics, Google Website Optimizer, Google Insights for Search, and Doubleclick Ad Planner, and show how they can be used to identify the right approaches for capturing loyal readers and visitors.
Owning a Great Blog: A Data-Driven Approach - Kopdar 1000 Blogger Nusantara (Indonesia)
30 October 2011 | Presentation | Kopdar 1000 Blogger Nusantara
This presentation looks at how you can use Google's freely available data-oriented tools to help create great content, attract the right visitors, and improve the user experience. This presentation was given to an audience of 1300 bloggers at the Kopdar 1000 Blogger Nusantara conference held in Sidoarjo, Indonesia.
NTU MBA - Data-Driven Insights
15 October 2011 | Presentation | Nanyang Technological University's MBA class
This covers how one can make use of Google's data-driven solutions to understand their customers and attempt to predict trends. We cover Google Analytics for understanding on-site behaviour, Google Insights for Search for understanding search behaviour, and DoubleClick Ad Planner for understanding demographic and interest information.
DevFest Chiang Mai - Implementing Google Analytics
30 September 2011 | Presentation | Implementing Google Analytics
This presentation covers how to implement Google Analytics' advanced tracking features, including: event tracking, social plugin tracking, custom variables, page load time tracking, mobile site tracking, iOS and Android application tracking, and campaign variables.
DevFest Kuala Lumpur - Implementing Google Analytics
30 September 2011 | Presentation | DevFest Kuala Lumpur
This presentation covers how to implement Google Analytics' advanced tracking features, including: event tracking, social plugin tracking, custom variables, page load time tracking, mobile site tracking, iOS and Android application tracking, and campaign variables.
Custom Variables: Fairmont and Swissotel use-cases
02 June 2011 | Article | the Official Google Analytics Solutions Blog
The introduction of custom variables to Google Analytics opened up many possibilities in measurement for site owners. It allows you to extend the dimensions tracked by Google Analytics to include facets that are meaningful to your business.
Selling More Shoes with Multi-Channel Funnels
02 June 2011 | Article | the Official Google Analytics Solutions Blog
Shoes of Prey, an online retailer that sells custom-made shoes globally, have made significant improvements in their online conversion rates thanks to insights gleaned from their Multi-Channel Funnels reports.
Shoes of Prey - Using Custom Reports to identify influential pages
24 May 2011 | Article | the Official Google Analytics Solutions Blog
One of the most effective ways for startups and small businesses to generate more sales on their e-commerce sites is to optimize their site for conversions. With no large marketing budgets to play with, this is one of the most cost-effective means of driving more sales.
Swissotel's High Value Visitor Segment
27 October 2010 | Article | the Official Google Analytics Solutions Blog
Need a little inspiration for ways to get a LOT our of Google Analytics? Well, Advanced Segments is a great place to start. As you might know, they allow you to dissect your traffic into audiences that you actually care and want to know more about. And here's a great example of use by a major hotelier.
Videos From Master Class In Singapore Now Online
19 May 2010 | Article | the Official Google Analytics Solutions Blog
Last month we held 3 successful Google Analytics Master Classes in Singapore, Kuala Lumpur, and Sydney. We were pleasantly surprised by the sheer amount of interest in web analytics in this region with close to 1000 advertisers, agencies, bloggers, developers, and technophiles attending the events. Catch up on the event through these videos.
Five things you need to know about: Google Analytics' new features
18 March 2010 | Article | Campaign
Google recently announced new web analytics features that help marketers and businesses increase performance and ROI for their websites and online marketing campaigns. Vinoaj Vijeyakumaar (pictured), head of web analytics at Google Southeast Asia, tells us five things we need to know about the latest features in Google Analytics
Sharing Our Favorite Custom Segments
26 February 2010 | Article | the Official Google Analytics Solutions Blog
Analysts often consider an aggregated view of their visitors when assessing reports in Google Analytics. Every visitor is assumed to be of the same type. But, looking at the information in an aggregated form is not nearly as useful as assessing the data for individual audience segments.
Clicks vs. Visits Revisited
20 January 2010 | Article | the Official Google Analytics Solutions Blog
Online advertisers make frequent use of AdWords reporting in Google Analytics to measure the impact of paid visitors to their site and business. The insights and actions based on these reports help search advertisers to optimise their online campaigns and site experience for maximizing conversions. We see a lot of questions, however, on why there is sometimes a discrepancy in the reported number of visits and clicks.
Google Analytics New Features - Webinar
30 October 2009 | Presented | Google Analytics Webinar
Google Analytics recently announced a new set of features which builds on last year's enterprise-class feature launch. Some of these will add power to existing capabilities, like the ability to track mobile websites/apps and using an advanced table filter to perform data analysis.