Gabriele Merlin

📊 Data Tracking & Analytics Consultant ✧ Tracking Activities ✓ Collecting, cleaning, and analysing data from various business sources to provide actionable insights. ✓ Set up Google Tag Manager (GTM) and Server-Side GTM. ✓ Implemented Google Analytics 4 (GA4) to collect and analyse user data. ✧ Marketing Tool Integration ✓ Implemented Facebook Conversions API (CAPI) to enhance conversion tracking and campaign effectiveness. ✓ Integrated Google Ads and other platforms to optimise advertising campaigns. ✧ Monitoring & Analysis ✓ Designing and implementing tracking strategies to ensure accurate and comprehensive user data collection across digital channels. ✓ Monitored data through GTM debug view and analytics tools to ensure accurate data collection. ✓ Created and managed interactive reports and customised dashboards using Looker Studio to analyse complex data and provide strategic insights. ✧ Tracking, Audit & Optimization ✓ Identifying opportunities to improve tracking processes and implementing technical solutions to optimise data collection. ✓ Participated in tender offers to understand client needs. ✓ Developed customised tracking plans by defining goals and KPIs to collect data comprehensively and accurately, and to analyse user behavior. ✧ Compliance & Data Security ✓ Ensuring all data collection and analysis activities comply with current regulations (e.g., GDPR) and company data security policies. ✓ Worked and was involved in CMPs configuration such as Cookiebot, OneTrust, Didomi, Axeptio ecc. ✧ Projects ✓ Involved in Retail, Insurance, Banking, E-Commerce, Technology & IT

Reviewing data to discover insights and offering expertise in data management through analysis to make predictions and help guide business strategy and decision-making thanks to the use of various software for data analysis. - Monitoring the data flow depending on the tracking plan configured in the website. Posting senior management and other teams on relevant data collection. - Significant exposure to a wide range of tasks, including: communicating with the client, coordinating different teams and work as PM of projects. - Developing analytics using Google properties such as Google Analytics and Google Tag Manager in order to better understand data flows generating intelligence from data to make data driven decisions. Led the project to automate daily reporting for my team. - Producing documentation and ad-hoc analysis (e.g. customised dashboarding, audit of client’s need) to be discussed in the weekly meeting with the head of Analytics. - Meeting with clients in order to keep them constantly updated about project’s steps. - Cognitive meeting with clients with the purpose of identifying KPIs related to their need and understanding which decision-making process suits best.