Measurement Planning
Metrics, funnels and attribution
I define which metric answers each question, where it comes from and how the team will use it.
- KPI frameworks
- Attribution
- Funnels
Digital Analyst
From enterprise SEO to agency reporting systems.
Marketing data analyst building the systems agencies use to report.
I work between marketing and data. My focus is digital analytics and the systems behind it: measurement you can trust, reporting the team can maintain and data people can use without relying on one person.
I started in enterprise technical SEO (Ripley, Intercorp Retail) and led analytics at agencies in Canada, Mexico, Argentina and Peru. The problem is usually the same: teams have data, but do not always know which number to use.
What I know how to do.
Three areas where I work with marketing teams.
Digital Measurement
GA4, GTM and reliable tracking
I implement GA4 and GTM with consistent naming, consent, versions and QA. I also review why numbers do not match across platforms.
- GA4
- GTM
- Consent
Marketing Data Warehouses
Marketing data warehouse
I bring ads, CRM and web data into models the team can query directly.
- BigQuery
- GCP
- Data warehouse
Under the hood of the reporting.
Data lives in BigQuery, gets shaped with SQL and reaches the dashboards through Looker Studio.
Data & transformation
- Python
- SQL
- Dataform
Google Cloud & reporting
- Google Cloud
- Apps Script
- Looker Studio
Bring a report that takes too long.
In 20 minutes we can see where the work gets stuck and what to automate first.
Available in English and Spanish.