Measurement explained, not just implemented.
Digital Analyst focused on analytics implementation: 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. Almost 5 years across software marketing, restaurants, healthcare, B2B startups, and fashion; in 2026, through an agency, on enterprise accounts in aviation, professional sports, and hotel distribution.
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
Freelance data analyst for businesses and entrepreneurs: dashboards in Power BI and Looker Studio, measurement with GTM and GA4, CRO, and customer analysis.
GA4 and GTM for conversion tracking, a Looker Studio dashboard, and checkout optimization (CRO). +18% online sales in 3 months; cart abandonment down 15%.
SQL modeling of data scattered across Excel and CRM, plus a Looker Studio dashboard. Identified a segment that generated 25% more revenue.
GTM tracking of appointment forms, GA4 analysis, and Tableau reporting. Qualified leads +22%; time to conversion from 7 to 4 days.
Customer segmentation with Python and a Looker Studio dashboard. High-margin product sales +12%; average ticket +9%.
GDPR-compliant server-side GTM and data centralized in BigQuery, visualized in Looker Studio. Measurement discrepancies down 20%; 10 hours/month saved on manual reporting.
WordPress Designer
Web design specialized in no-code front-end WordPress: functional sites optimized for users and search engines.
- No-code WordPress site design and layout (Elementor, Divi, Gutenberg) and online stores with WooCommerce
- Speed, SEO, and performance optimization; conversion-oriented UX/UI
- Integration of digital marketing tools: forms, CRM, analytics, and pop-ups
Web Page Designer
Where the experience comes from
The common thread was never the sector, it was the same pattern repeated across aviation, hotel distribution, fashion, restaurants, or healthcare: someone making decisions on numbers that weren’t correct, without knowing it.
Education & certifications
Systems Engineering — Universidad Politécnica Santiago Mariño, Caracas (Venezuela). University studies not completed (8th semester).
- 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 · English B1
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.