Measurement explained, not just implemented.
Technical data analyst and MarTech specialist in GA4, Google Tag Manager (web and server-side), Adobe Launch, Consent Mode v2, BigQuery, and advanced SQL. I build the measurement infrastructure and then explain it. 4+ years across retail, hospitality, automotive, and e-commerce; today with enterprise clients in aviation, professional sports, and hotel distribution. The same BigQuery/SQL stack I use to debug conversions is what powers my GEO/AEO analytics line.
A note on the name: my surname has an S in the middle (Vel-á-s-quez), not a Z like painter Diego Velázquez, who it often gets confused with. If you search and find nothing, try the other spelling.
Experience
Technical Data Analyst / MarTech
End-to-end tracking for a simultaneous portfolio of enterprise clients in aviation, sports, hotel distribution, fashion, and cosmetics.
- Server-side architecture for a multi-market e-commerce, with Google Ads, Meta CAPI, and TikTok Events API validated across all markets
- Consent audit that uncovered tags without proper gates and a CMP race condition — see Case 1
- GTM container migration for a hotel distribution provider, retiring legacy Universal Analytics with zero broken references — see Case 2
- DV360/Floodlight diagnosis for conversions not registering despite confirmed traffic — see Case 3
Data Analyst — Freelance
Purchase funnel, cart abandonment, and average order value by segment, modeled in BigQuery.
Multi-channel attribution and lead quality using window functions over CRM and paid media.
Full booking journey rebuilt with CTEs over high-volume events.
Profitability by store, channel, and customer over transactional history in BigQuery.
Where the experience comes from
The common thread was never the sector, it was the same pattern repeated across aviation, e-commerce, hospitality, or retail: someone making decisions on numbers that weren’t correct, without knowing it.
Education & certifications
Systems Engineering — Universidad Politécnica Santiago Mariño, Caracas
- Google Analytics (Skillshop)
- Google Ads: Measurement (Skillshop)
- Google Tag Manager (Skillshop)
- Data Analytics (Google Cloud)
- Looker Studio (Google)
- Data Fundamentals (IBM SkillsBuild)
Languages
Native Spanish · Professional English in international client settings
How I work
Root cause, not symptom
If a dashboard doesn’t add up, it doesn’t get recalculated: it gets traced down to the raw event until the why is found.
Verified, not promised
Every project is validated in Preview/DebugView before being marked done.
Fixed price
Scope is defined before work starts. No invoice surprises halfway through.
Technical stack
What about the GEO/AEO part?
The attribution layer of my AI visibility service is built with this exact same stack: BigQuery, advanced SQL, GA4. It’s not a new skill, it’s applying the above to a different question: how much real business you’re getting from being cited by ChatGPT.
"We had campaigns running for months and the numbers never added up. He explained exactly what was broken and why we couldn’t go live yet, no shortcuts. Once fixed, Meta and TikTok data finally made sense for the first time."
"We were afraid to touch the container because nobody really knew what was inside. He audited everything before moving a single piece, and the migration was clean: no data loss, no campaigns paused. First time a transition like this didn’t give us a scare."