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01 Service

End-to-End Data Analytics

Measurement, data engineering, dashboards and predictions — one practice, end to end.

Start a project See work

Client + server-side

Collection

One source of truth

Model

Forecasts

Output

Overview

A complete measurement and data practice. I design and implement tracking across web, apps and ad platforms — client-side and server-side, with conversion APIs, enrichment and behavior analytics — then bring every source into one warehouse, transform it into a single tested model, and turn it into dashboards, analysis and predictive models your team can act on.

What's included

A complete practice, end to end

Four disciplines with the same weight — take one, or the whole chain from the first event collected to the forecast.

Measurement & tracking

01

Accurate data starts at collection: what you track, how, and whether the platforms receive it.

  • Measurement plans and event design
  • Web & app analytics implementation and audits
  • Server-side tagging and data enrichment
  • Conversion APIs: Meta, Google Ads, TikTok, LinkedIn
  • Consent Mode and privacy-safe setups
  • Behavior analytics: heatmaps and session replay
  • GA4
  • Adobe Analytics
  • Firebase
  • AppsFlyer
  • GTM web & server-side
  • Meta CAPI
  • Google Ads Enhanced Conversions
  • TikTok Events API
  • LinkedIn CAPI
  • Clarity
  • Hotjar
  • Tealeaf

Data engineering

02

Every source in one place, cleaned and modeled so the numbers match across teams.

  • API pipelines from ad, retail-media, analytics and CRM platforms
  • Cleaning, typing and naming taxonomy
  • Unified data models at one grain
  • Tested, documented transformations
  • Cost-aware warehouses
  • BigQuery
  • ClickHouse
  • SQL
  • dbt
  • Python
  • Google Cloud

Visualization & analysis

03

Dashboards built around decisions, and analysis that explains why the numbers moved.

  • Executive and operational dashboards
  • Cross-channel and funnel analysis
  • Multichannel attribution
  • Data-quality monitoring and alerts
  • Insights written for non-technical teams
  • Looker Studio
  • Looker
  • BigQuery
  • SQL

Prediction & AI

04

Models that look forward, plus AI tooling that makes the whole stack easier to operate.

  • Forecasts of ROAS, sales and investment
  • Predictions by campaign, product and creative
  • Regression, k-NN and cohort models
  • Backtesting before release
  • AI assistants for analytics (MCP)
  • Python
  • scikit-learn
  • MCP

How it works

A clear, simple process

01

Measure

Plan and implement tracking — web, app, server-side and conversion APIs — and audit what exists.

02

Connect & model

Bring every source in through APIs and transform it with SQL and dbt into one model.

03

Analyze & visualize

Dashboards and analysis that cross channels, markets and products.

04

Predict & act

Statistical and ML models that forecast results and guide budget.

Tools & stack

Client cases

Selected work

All projects ↗

Unified Paid Media Data Model

Data model & dashboards

Twelve ad platforms unified into one data model — spend, sales, clicks, views and watch time comparable across every channel.

  • Confidential · multi-channel advertiser
  • BigQuery
  • SQL

Predictive ROAS for Amazon Ads

Predictive models

Forecasting ROAS and success for the next 15 days — by campaign, product and creative — so budget moves before results slip.

  • Confidential · Amazon advertiser
  • BigQuery
  • SQL

Measure Analytics MCP

Open-source AI tooling

An open-source MCP that lets AI assistants audit and query GA4, GTM, BigQuery and Consent Mode — safely, in plain language.

  • Open source · Apache-2.0
  • Python
  • MCP

What people say

Having Heber as a leader at Jellyfish while he served as Senior Data Analytics Manager was an exceptional experience. Heber is a remarkable professional who combines impressive technical expertise in MarTech, GA4, and BigQuery with a warm, approachable personality. He consistently led by example, demonstrating how to make sound decisions that deliver the best outcomes for both clients and the broader organization. His talent for bridging the gap between data insights and real business growth, coupled with his constant support and mentorship, made him an invaluable leader. I wholeheartedly recommend Heber to any team looking for a top-tier data strategist and inspiring leader.
SM Santiago Marín Data Analytics Manager
I had the pleasure of working with Heber at Improvado. He is smart, proactive, and a true self-starter who works exceptionally well under pressure and is always cooperative and supportive of his teammates. Heber is also committed to continuous learning and always stays up to date with the latest technologies. I truly enjoyed working with him, and any team would be fortunate to have him. I highly recommend Heber!
MA Mustapha Abdelkarim Senior Data Analyst
It was an absolute pleasure to work with Heber and share projects and achievements with him, as I consider him a well-rounded professional. Not only does he have extensive technical knowledge in specific areas of data and analytics, but he also contributes strategic insight when it comes to managing accounts and solving problems. Heber is also a great person and leader, as evidenced by the people he has worked with — whether as their direct supervisor or when collaborating with other departments.
DO Diego Olivares Delgado Customer Success, Insider One

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