01
Measurement framework design
KPI definition, tracking plans, data layer specs, and validation — the foundation everything else stands on.
Digital Analytics Consultant — Porto, Portugal
Turning analytics into a competitive advantage.
I help organisations close the gap between data, digital marketing strategy, and execution — building measurement frameworks, owning complex migrations, and making marketing spend measurable.
What I do
Four things, done seriously.
02
Analytics implementation & audit
GA4 and GTM done right: clean architecture, accurate events, no silent failures.
03
Migration analytics
SEO equity, data continuity, and tracking integrity through replatforms and redesigns — without losing the past.
04
Reporting & enablement
Dashboards in Looker Studio, Looker, or Power BI, plus the team enablement that makes them stick.
Selected experience
- Mercedes-Benz.io
- Sodexo
- Sonae MC
- Porto Editora
- VML
Why
Over 20 years I’ve worked both client-side and in consulting, across retail, automotive, B2B services, and education. That dual perspective is the reason I don’t just write recommendations — I implement them. I care about measurement frameworks because they’re what turn marketing from opinion into operations.
Have a project in mind?
One-off audit, migration support, or a longer engagement — happy to chat.