$2808121
REVENUE ATTRIBUTED
100+
WEB PROPERTIES
15+
GLOBAL BRANDS
10+
INDUSTRIES
/ About Me
The short version
I started in design, moved into SEO, and ended up owning the whole measurement system: data layer, tagging, and the reports leadership actually uses. I’m the person people call when the numbers don’t make sense, not just someone who reports them.
Where I’ve worked
That path took me through financial services, retail, insurance, and education, across 10+ industries and 15+ brands. Every company is different, but the job is always the same: build data that people can trust and use.
How I work
Trust in data isn’t built on one dashboard, it comes from checking a number against other channels, other information, and the system behind it. What reaches the team is clean, rigorous data that people can act on with confidence.
Evolving the standard
I don’t just keep an analytics system running, I move its measurement maturity forward. When a company’s data reaches its limit, I build what’s missing so it can grow to the next stage, and I leave the team able to run and trust that system on their own.
/ Skills
End-to-end measurement system design across web, mobile, and third-party platforms. Event taxonomy, data layers, attribution logic.
GA4 ownership across portfolios of properties, enabling consistent measurement, progressive maturity, and decision-ready reporting.
GTM ownership translating measurement requirements into reliable, validated instrumentation across web and mobile platforms.
Multi-step funnel analysis from intent to conversion, identifying drop-offs, friction, and revenue impact.
Canonical UUID-based identity stitching to unify fragmented identifiers across distributed systems and user journeys.
Measurement frameworks focused on actionable behavioral signals rather than surface-level vanity metrics.
/ Education
I focus on understanding the full digital journey and how users convert. I use modern AI-assisted tools to explore data patterns, test ideas, and go beyond surface-level analysis. My industrial design background shaped my user-first mindset, which I now apply to measurement strategy and data storytelling for cross-functional teams.
Machine learning and data science program training.
Certificate
2018 – 2018
Industrial Designer
Bachelor’s Degree
2003 – 2009
/ Employment
- Diagnosed campaign attribution loss across a cross-domain purchase journey by exporting GA4 data to BigQuery and building Python-based analysis that revealed how third-party domain handoffs pushed revenue into Direct and Unassigned traffic
- Connected $320K+ in application revenue by implementing cross-domain measurement that linked 49K+ application intents to 2K+ completed purchases across a third-party application journey
- Safeguarded $2.8M+ in ecommerce revenue across 16K+ transactions during a domain migration by implementing GA4 tracking through GTM, extracting transaction data from the DOM where no data layer existed, and deploying SEO-safe 301 redirects to preserve traffic and attribution
- Improved analytics performance by building BigQuery data models that simplified GA4 exports and reduced reporting load times by 3-5x.
- Led GA4/Firebase tagging architecture for a retail banking app (iOS + Android): 15K+ events and parameters across 60+ financial products, validated via Firebase QA prior to launch
- Supported AppsFlyer mobile attribution across diverse banking mobile apps, coordinating with paid media for accurate campaign tagging.
- Diagnosed and resolved a structured-data error causing a 90% organic traffic drop for a global brand, coordinating with Google and dev teams to recover full traffic in 3 months
- Migrated client reporting from static decks to Looker Studio dashboards, leading a 3-person analyst team
- Managed technical SEO audits across 7 regional and global clients (GSK, Microsoft, Honda, Mazda)
- Built long-tail SEO strategy lifting organic traffic 19% and CTR ~4% across P&G product pages
- Structured international SEO architecture (country subdirectories), increasing regional visibility 15%+
/ What people say
"Antonio takes full ownership of the measurement architecture — designing and maintaining analytics frameworks that are scalable, reliable, and fit for purpose, not just executing against predefined requirements."
"He is not only a highly skilled Senior Analyst but also an incredible mentor... His ability to simplify complex concepts and guide others with patience really sets him apart."
"Antonio has an analytical mindset that turns data into practical tools and real business value. He's a fundamental part of any team's strategy, communicating clearly and bringing his full experience and work ethic to every goal he takes on."
Opinions START
Conversations Data SETTLES them.