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Victor Diaz

Victor Diaz

Wpromote

Wpromote | El Segundo, CA

Technologies

My Portfolio Highlights

My New Course

Introduction to Python

My New Course

Introduction to Python

Quantitative pioneer, venturing into unexplored territories of data exploration.

My Work

Take a look at my latest work.

course

Introduction to SQL

course

Intermediate SQL

course

Introduction to Python

course

Introduction to SQL

DataCamp Course Completion

Take a look at all the courses I’ve completed on DataCamp.

Courses

Introduction to Python
Introduction to SQL
Intermediate SQL
Joining Data in SQL

My Work Experience

Where I've interned and worked during my career.

Wpromote | Jan 2025 - Present

Solution Data Architect

N/A

Wpromote | Feb 2022 - Feb 2025

Principal Data Engineer

- Worked collaboratively with engineering and reporting teams to conceptualize, design, and implement data models, data pipelines, and robust data infrastructure, ultimately leading to the creation of data models that streamline workflows for both internal and media teams - Drafted technical requirements for extracting data from the Adobe Analytics Reporting API, with a specific emphasis on importing it into BigQuery for seamless integration with ad platform data. The primary objective is to streamline the reporting process for Return on Advertising Spend (ROAS) and introduce automation to enhance efficiency. - Engineered a sophisticated stored procedure in BigQuery, drastically reducing the time required for generating client-specific data models from days to mere minutes, thus revolutionizing reporting efficiency. - Led the way in developing data models and configuring files using dbt (Data Build Tool), empowering analytics engineers to craft client-specific data models with precision. This approach significantly reduced delivery time by providing tailor-made metric definitions. - Designed data models encompassing web analytics data from Google Analytics and Adobe Analytics, marketing data, and client-first-party data. - Developed last touch non-direct attribution model using Google Analytics 4 Raw Export
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Wpromote | Oct 2020 - Feb 2022

Data Product Specialist

N/A

Wpromote | Feb 2019 - Oct 2020

Sr. Digital Intelligence Manager

N/A

9thWonder Agency | Sep 2017 - Feb 2019

Digital Data Strategist

• Implemented and managed triggering rules within Google Tag Manager to deploy Google Analytics, third-party tracking tags, and cookies for audience activation and user tracking, achieving a 35% reduction in Cost Per Lead (CPL) through these efforts. • Provided dedicated client support, leveraging expertise, and offering strategic guidance in the deployment of digital analytics solutions. • Contributed to the execution and comprehensive analysis of A/B tests, aiming to optimize clients' websites and enhance user acquisition strategies. • Utilized Talend to create fundamental ETL (Extract, Transform, Load) jobs for efficient processing of client data. • Successfully correlated offline data with online initiatives, enabling precise measurement of marketing campaign effectiveness. • Produced performance reports using Power BI and Tableau, tailored to the needs of external clients

AXS | Mar 2015 - Sep 2017

Manager, Data Analytics

• Spearheaded the successful deployment of Adobe Analytics across multiple key digital properties, including axs.com, tickets.axs.com, and various AEG online platforms, ensuring robust data insights and performance tracking. • Held the pivotal role of being the product owner for Adobe Dynamic Tag Manager (DTM), taking charge of the implementation and management of rules to effectively deploy Google Analytics and third-party tracking pixels, enhancing data accuracy and analytics capabilities. • Demonstrated exceptional leadership by overseeing and mentoring a team of two analysts, responsible for comprehensive web, product, and sales reporting, fostering professional growth and optimizing team performance. • Engineered dynamic web performance dashboards in Tableau, delivering crucial insights to inform strategic decisions. Additionally, leveraged R to automate Adobe Analytics data extraction processes, streamlining data workflows and improving operational efficiency. • Employed advanced data analysis techniques, including in-depth examination of hit-level data, to identify users who abandoned their shopping carts. Collaborated closely with marketing and product teams to develop re-engagement email campaigns, resulting in a remarkable daily revenue increase of $3,000. • Collaborated with analysts to expand targeted email outreach by integrating user browse behavior data. This strategic initiative led to a substantial monthly revenue boost of $650,000, highlighting the significant impact of data-driven marketing strategies.

Gifts.com | Feb 2013 - Mar 2015

Web Analytics Manager

• Collaborated closely with internal teams to gain a deep understanding of their unique business requirements and objectives. Together, we defined key performance indicators (KPIs) and essential metrics to guide data-driven decision-making. • Utilized Tableau to design and develop comprehensive dashboards and reports, capable of analyzing extensive datasets sourced from multiple channels, including web analytics and internal data. These insights provided valuable information on the factors influencing results, contributing to enhanced site conversion rates and user engagement. • Collaborated effectively with the User Experience (UX) team to innovate and implement a new landing page template. This initiative led to an impressive average reduction of 13% in bounce rates across high-traffic site pages and a remarkable 25% increase in conversion rates, reflecting the positive impact of user-centric design. • Leveraged Adobe Dynamic Tag Manager (DTM) to take charge of the complete lifecycle management, implementation, rigorous testing, and meticulous data validation of Adobe Analytics, Google Analytics, and third- party tracking pixels. This ensured the accuracy and integrity of the data being collected. • Played a pivotal role in close partnership with Product and Marketing teams, facilitating the execution and measurement of A/B tests using industry- standard tools like Optimizely and Monetate. These tests contributed to data- backed insights that guided product and marketing strategy improvements.

Square Enix | Sep 2012 - Dec 2012

Consultant - Data Analyst

-Worked with the game developers and product owners to identify data requirements to capture and log game events, user engagement and behavior -Analyzed player behavior across multiple gaming platforms to identify user acquisition, engagement, monetization and make recommendations to improve game performance

US Search.com | Sep 2008 - Sep 2012

Manager of Analytics and Optimization

• Demonstrated strong project management skills by effectively prioritizing and overseeing the execution of report enhancement requests and analytical inquiries from internal stakeholders, ensuring timely and valuable insights. • Acted as an educator and trainer for internal customers, imparting the knowledge and skills needed to retrieve, interpret, and utilize recurring reports, build custom dashboards, and conduct basic analysis within OBIEE (Oracle Business Intelligence Enterprise Edition). • Collaborated closely with business users to gain a profound understanding of their specific operational needs, meticulously documenting project requirements. These requirements were then translated into functional business intelligence (BI) reports, accompanied by the definition of key performance indicators (KPIs) and metrics to measure success. • Produced monthly and quarterly executive presentations, effectively highlighting key drivers of performance to inform strategic decision-making at the highest levels of the organization. • Successfully deployed operational, financial, and marketing dashboards and reports, utilizing data-driven insights to identify emerging trends that supported informed business decisions. These tools also tracked core business metrics, revealing areas for improvement and growth opportunities. • Conducted in-depth analysis of transactional data, user flows, and segmented traffic. These analyses resulted in actionable recommendations that led to sequential improvements, including enhanced conversion rates, increased average order values (AOV), improved subscription rates, and reduced chargeback rates, contributing to overall business success.

Kaiser Permanente | Aug 2007 - Sep 2008

Consultant - Marketing Analyst

- Compiled reports from various data sources to evaluate the effectiveness of direct marketing campaigns - Created Access applications for the data upload, reporting and data transformation - Prepared monthly presentations highlighting predefined marketing KPIs and goals - Created SQL queries to argument data to match current members to previous marketing campaigns

Amp'd | Apr 2007 - Jul 2007

Financial Analyst

- Reporting to the Manager, Settlement Reporting for a start-up wireless phone service developed a contract management database to maintain contact information, deal terms, reporting dates and payment histories - Successfully transitioned Excel Forecast models to an Access Database environment - Created Scorecard reports to identify top selling entertainment content - Created ad hoc Teradata queries to extract customer, financial and product information

NRPI/NRLL | May 2005 - Apr 2007

Senior Data Analyst

- Prepared direct mail campaigns for a privately held reseller of undeveloped land. - Created reports to evaluate the effectiveness of direct marketing campaigns - Responsible for collecting, analyzing and maintaining large sets of property owner/customer data

MGM Home Video | Oct 2003 - May 2005

Financial Analyst

- Adjusted VMR system parameters to minimize returns and excess inventory by creating dynamic scripts and macros using VBA and Access. - Created and reviewed procedures for inventory management to meet customer needs. - Created Access applications for the purpose of data mining, research and reporting. - Trained new Analysts on the Replenishment System, Access and Excel.

Warner Home Video | Jan 2003 - Oct 2003

Financial Analyst

- Created Post Mortem Access databases to track performance of new release titles. - Determined proper inventory levels for new releases for VMI customers at store level. - Produced reports for management, sales and customers on an ad hoc basis.

Seminis Vegatable Seeds | Dec 2001 - Jan 2003

Forecast Analyst

- Generated monthly forecasting reports on sales trends and product supply. - Analyzed specific product information and produced reports for management on a daily basis. - Reviewed forecasts in insure accuracy and to control product cost.

New Zealand Direct Line | Jun 2000 - Dec 2001

Market Analyst

- Generated monthly statistics reports on market-trends and developed market specific reports for management and sales department. - Managed the design of the company surveys in collaboration with sales and customer service. - Contributed to the development of sales budgets and forecasts for the sales team.

My Education

Take a look at my formal education

Bachelor of Science, Math & EconomicsUCLA | 1999

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