Lachezar A. Profile

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$35 USD / hour

toronto,

canada

$35 USD / hour

It's currently 5:53 PM here

Joined May 6, 2019

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Lachezar A.

@lacho9

0.0

(0 reviews)

0.0

$35 USD / hour

toronto,

canada

$35 USD / hour

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Google Analytics | Data Studio | Visualization

I have 3+ years of experience in web analytics, visualization and tag management, working on large-scale projects with clients like Walmart, Air Canada, Mazda, Kimberly-Clark and HSBC to drive business growth. Expertise/Projects: • Data Studio dashboard building, design, data blending, and interpretation based on broader business objectives. • Custom reports, funnel visualization, cohort analysis, cross-device analysis and A/B segment testing in Google Analytics. • Retention and revenue reporting, and incrementality testing in Google Analytics. • Advanced Google Analytics segments (conditions and sequences) and audience list creation (AdWords, DV360 and SA360 remarketing). • GTM event tracking and custom variables + Google Analytics calculated metrics and dimensions. • Troubleshooting tag setups (eg. identifying a discrepancy between Adobe and Google Analytics in how revenue is being passed). • Integrating AdWords, DV 360, SA 360, CM and Search Console to Google Analytics 360.

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Portfolio

Client Goal: Identify how much cross-device conversions is each paid media channel/buy type bringing.

Project Scope Completed:

- Built a Data Studio visualization that uses Google Campaign Manager data to show the cross-device split of impressions, clicks and conversions.
- Created a tag via GTM that captures revenue and transaction on the purchase confirmation page.

Results: The client was able to see which placements are bringing the highest cross-device lift and evaluate CPA more accurately.

Cross-Device Conversion Lift Analysis (CM)

1) Client Goal: Create a media performance dashboard that reflects each stage in the consumer funnel - "Awareness", "Consideration" and "Purchase" - and its respective metrics, as per the measurement plan.

2) Project Scope Completed:

- GA Goals were created for each stage in the funnel (both event and page load).
- The entire GMP platform was integrated with GA360 and connected to Data Studio using the API.
- The entire dashboard design, element placement and UI were created from scratch.

3) Results: Client was able to see their entire digital portfolio from a single dashboard and inform media buying more effectively.

*For privacy reasons, client data and logos have been removed and all dashboards are powered by demo data.

Media Performance Dashboard (GA360)

Cross-Device Conversion Lift Analysis (CM)

Media Performance Dashboard (GA360)

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Experience

Mindshare

May 2017 - May 2019 (2 years)

• Translate business goals/brand positioning into tangible tactical solutions to drive business growth for clients. • Designed numerous AdTech pipelines: From implementing marketing tags via GTM and creating segmented audiences, to streamlining dataflow with BigQuery/AzureSQL and visualizing results/insights via Data Studio and Tableau. • Configured attribution models within the CM/GA360 ecosystem for clients in various verticals to allocate ad spend across media channels more efficiently.

Microsoft

Apr 2015 - Sep 2016 (1 year, 5 months)

• Lead the execution and optimization of Microsoft Canada's omni-channel strategy combining in-person events, educational video content and digital marketing campaigns - paid, owned and earned - to engage the developer and IT community. • Managed a digital framework for tagging and tracking customer journey using Adobe Analytics to determine and optimize paid media ROI. • Constructed and deployed digital marketing communication via Exact Target - promotional and trigger-based emails.