Fernando Oliveira

Data scientist first and foremost, with robust experience in business intelligence and digital analytics in paid traffic and CRO (conversion rate optimization) applications, as well as an understanding of various digital marketing concepts and agile methodology. As an expert, I see digital analytics as an application of business analytics within the digital environment. Therefore, it requires a solid knowledge of business rules, development plans, strategies, markets, objectives, etc. Throughout my journey, I have used Python to develop proprietary methodologies; SQL to work with large volumes of data, data modelling, and ETL processes; Google Analytics Universal (UA), GA4 and Google Tag Manager (GTM) in audits of the digital analytics ecosystem, and to structure all digital data collection, as well as conduct analysis and extract valuable insights; Google Optimize to structure and analyze A/B tests; integrations with CRM tools such as Hubspot, Salesforce, and RD Station, both for channel analysis and data collection; and various BI tools like Data Studio (Looker) and Power BI. I have worked with numerous clients, such as iFood, XP Investimentos, Claro, UOL, MSD, Droga Raia and Drogasil, Riachuelo, Reserva, Farm Rio, Camicado, Movida, and Sanofi. Their goals ranged from lead generation to increasing e-commerce conversion rates with sales and revenue growth. In addition to working with web analytics for niche clients with low traffic volume, which requires more delicate use of statistics and involves some probabilistic risk.