01 · BUSINESS ANALYSIS & EXPERIMENTATION
Can revenue growth hide value destruction?
A profitable-looking e-commerce portfolio held a product with seven-figure revenue and negative gross margin.
Investigate RappiPlus →Rogelio Moreno Guinea
DATA ANALYST · BUSINESS INTELLIGENCE
Data rarely speaks for itself.Context turns informationinto decisions.
I combine analytical tools, business context, and professional judgment to understand not only what the data shows, but why it matters.
PythonSQLTableauStatistics
Explore the analysis ↓
SELECTED WORK
Start with curiosity.
Then look closer.
02 · BUSINESS INTELLIGENCE
$6B in sales tells you how big the business is. What tells you who drives it?
Transactions become more useful when channels, customer segments, property mix, and cohorts enter the picture.
Explore Andes →03 · DATA INTEGRATION
What happens when more than one million traffic observations meet economic context?
Urban mobility, population, economic, and environmental indicators reveal relationships and important limits.
Explore Mobility & Economy →04 · STATISTICAL ANALYSIS
Statistically significant. But does it matter?
With 15,000 customers, small p-values can coexist with effects too small to carry much practical weight.
Investigate NovaRetail+ →02
ANOTHER LOOK
+0.60 pp looked promising.
In the RappiPlus checkout experiment, the treatment converted slightly more users. The statistical test told a more cautious story.
p = 0.416
Observed lift ≠ demonstrated improvement.
See the experiment →
ABOUT
Analysis with business context.
Before working with datasets, I spent years working with another kind of complexity: regulation, risk, clients, negotiation, and business decisions.
Data analytics adds a technical layer to that experience, helping me frame better questions, test evidence, and communicate what deserves attention.
SKILLS
Data Analysis
Python · Pandas · NumPy · SciPy · SQL
Business Intelligence
Tableau · KPI Design · Dashboarding · Data Storytelling
Statistical Analysis
Hypothesis Testing · A/B Testing · Correlation · Effect Size
Business Analytics
Funnels · Cohorts · Customer Behavior · Financial Metrics
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