Rafael Serrano

As a Marketing Data Analyst, I specialize in transforming data into actionable insights that drive impactful marketing strategies. Collaborating closely with the CRM Manager, I leverage data to create advanced market segmentations for customer journeys and marketing automation workflows within Salesforce.

My expertise includes:

-Dashboard Creation & Analysis: Designing interactive dashboards to monitor key performance indicators (KPIs) for customer journeys, enabling continuous optimization and improvements.

-Goal Tracking & Campaign Impact Evaluation: Developing dynamic dashboards to measure acquisition, conversion, sales, and marketing campaign effectiveness by consolidating data from multiple sources such as BW SAP, Google Analytics, Salesforce, Marketing Cloud, Bing, Google Ads, SEM, Facebook Ads, and internal datasets.

-Strategic Reporting: Presenting regular performance insights and actionable recommendations to senior leadership, including the CMO and CEO, ensuring alignment with organizational goals and enhancing marketing strategies.

My work enables stakeholders—including Brand Managers and Product Managers—to access intuitive, data-driven dashboards that simplify decision-making and maximize marketing ROI.

- Build fast data visualizations from all obtained results - Analyze data to understand and quantify the user journey

- Find and communicate data insights to product owners and sales team - Work with the Digital Marketing Team to provide insights into user behavior and answer key business questions.

- Perform hands-on research, data exploration and analysis.

- Using predictive analytics to predict how users will react to changes in the website and in the visualization of Marketing Campaigns #PowerBI #SalesForce #Hubspot #SQL #DataStudio #Jira #Teams

Conduct predictive analytics to better understand how our customers interact with our products and help us anticipate their needs. Work with Marketing, Product and Customer Support identifying needs and developing solutions to improve the customer experience. Collaborate with Product and Business teams in order to create predictive models and generate insights from our data. Coordinate, challenge and share the best analytical practices and methods within the organization. #BeonPrice #Excel #MacrosVBA #Python #R #GoogleAnalytics