Projects
Projects
Designed and implemented an end-to-end analytics project using a Google Sheets dataset structured as a relational database, serving as the single source of truth for business performance analysis. Built an interactive Looker Studio dashboard consolidating key business metrics, including full-funnel performance, results tracking, forecasting models, and core KPIs from Google Ads and Meta Ads.
The solution enabled continuous monitoring of acquisition, conversion, and revenue indicators, supported data-driven decision-making for marketing and growth teams, and provided executive-level visibility into performance trends, targets, and projections.
Redesigned the company’s financial tracking process by replacing an unstructured Google Sheets used for client P&L monitoring with a database-ready spreadsheet model. Implemented a complete P&L structure, optimization guidelines, platform performance tracking, and forecasting models to project results across digital channels for both Inside Sales and E-commerce.
The structured data was subsequently used as the foundation for an executive dashboard in Looker Studio, enabling clearer performance visibility and data-driven decision-making.
Developed a sales performance dashboard in Power BI using a data source generated and processed through Python scripts. The project involved data extraction, transformation, and structuring in Python, followed by visualization and KPI tracking in Power BI to support sales analysis, performance monitoring, and decision-making.
In a scaling e-commerce business, understanding how channels truly impact results with their advertising campaigns is crucial. This study will explore how Meta ads influence conversions and revenue compared to other channels, given that it has already proven to bring a 1.43x higher average order value (AOV) than other channels in the last-click attribution model. Meta has shown itself to be a key platform in generating desire and driving intention for higher-value products. Currently, the media budget allocated to Meta represents 7.6% of the total investment, and the company seeks to understand whether it is feasible to increase its share of investment in this channel.