Bogotá, Colombia

SergioAlba.

  • Data Analytics
  • Marketing Analytics
  • Data Automation
  • Python
  • SQL
  • Applied AI

Clear data. Real decisions.

Let’s talk on LinkedInExplore the Labs

For projects or new opportunities on your team.

Sergio Alba working at his laptop

My career in roles

01 / Services

Get time back. Make better decisions.

I help agencies and marketing teams connect their sources, automate reporting workflows and turn reliable data into clear decisions.

  1. Connect
  2. Automate
  3. Decide

Connected data

For companies and agencies whose platforms, CRM, analytics and reports show different figures or need too many manual fixes before they can be used.

When it helps
When sources disagree, metrics have different definitions, or updates depend on files and manual transformations.

Deliverables:

  • Pipelines
  • Data modeling
  • QA
  • Integration and organization of the agreed sources.
  • A data model ready for analysis and reporting.
  • Quality rules, reconciliation and documentation.
Tools to suit the scope
  • SQL
  • Python
  • BigQuery
  • Google Cloud
See how I connect your data
01Marketing Data EngineeringI integrate and organize your sources into a foundation ready for reporting.View detailsClose details

Connected data

For companies and agencies whose platforms, CRM, analytics and reports show different figures or need too many manual fixes before they can be used.

When it helps
When sources disagree, metrics have different definitions, or updates depend on files and manual transformations.

Deliverables:

  • Pipelines
  • Data modeling
  • QA
  • Integration and organization of the agreed sources.
  • A data model ready for analysis and reporting.
  • Quality rules, reconciliation and documentation.
Tools to suit the scope
  • SQL
  • Python
  • BigQuery
  • Google Cloud
See how I connect your data
02Reporting AutomationFeaturedI turn recurring extraction, validation and delivery tasks into a repeatable workflow.View detailsClose details

Automated workflows

Marketing reporting automation for teams that spend extra time extracting data, validating figures and updating deliverables.

I connect your sources and build a reliable workflow that reduces errors, speeds up delivery and frees up time to analyze and decide.

When it helps
When the team repeats the same weekly or monthly process and spends much of its time preparing the information.

Deliverables:

  • Automation
  • Controls
  • Reports
  • Dashboards
  • An automated, verifiable workflow.
  • Quality checks and exception handling.
  • A dashboard, report or presentation with documentation.
Tools to suit the scope
  • Python
  • SQL
  • BigQuery
  • Power BI
  • Data Studio
See how I automate reporting
03Marketing AnalyticsI analyze what changed and what to validate before your next decision.View detailsClose details

Evidence-backed decisions

We start with a specific decision. I analyze what changed, separate evidence from hypotheses and define what to validate before acting. Your team receives a diagnosis and a defensible next step.

When it helps
When you need to explain changes, test hypotheses and prioritize experiments based on evidence.

Deliverables:

  • Measurement
  • Hypotheses
  • Testing
  • A decision brief with alternatives and action criteria.
  • KPI definitions, sources and comparable observation windows.
  • An evidence-based diagnosis with explicit limitations.
  • Prioritized, testable hypotheses.
  • A validation plan; testing and experimentation when appropriate.
Tools to suit the scope
  • SQL
  • GA4
  • Google Ads
  • Meta Ads
  • Data Studio
See how I analyze results
02 / Labs

Ideas I putto the test.

Models and reports that show how I work with data. Try the reputation model or explore the four Reporting Automation cases.

Reputation model

LAB 01Interactive demoReputation modelFrom scattered signals to a brand assessment that guides decisions.3 dimensions · one explainable index
The business question

How strong is a brand’s reputation?

One index connects conversation, search, content and surveys. Compare brands, explore the signals and see how much each component contributes.

10 submetrics3 components1 index

Compare the index and its three components.

Beverages · fictional data
Brand assessed
Measurement
Reference: the other two category brands.
Overview
Reputation index
3.01out of 5 points
-0.29 vs. initial measurement

A summary, not the whole story.

Weighted model score. Not a percentage or a sales estimate.
What drives the index0–5 scale
Where to start

Start with consideration: it has the lowest score.

Brand A. Follow-up. Index 3.01 / 5.

The assessment beyond the number
The highest score is in Positioning. The lowest is in Consideration.

In this example, the brand gains mentions and interest while sentiment and reported choice worsen. The next step would be to compare conversations and survey answers to investigate what lies behind it.

View sources and methodology

My contribution: structuring a model that integrates those sources, applies a rule to each indicator and combines the results into positioning, perception and consideration. An index tracks the brand; its breakdown explains why it changes.

01Social listening

Mentions and external sentiment

02Owned channels

Comments and interaction

03Search

Brand interest and presence

04Surveys

Associations, ratings and choice

Data in different units10 submetrics3 components1 index

Each signal retains its context: competitive category, historical reference or survey responses. Scores are combined with weights at every level.

Python · pandas · Integration, normalization and weighting

Illustrative reconstruction using synthetic data. Questions and some rules are adapted for the demo. The model combines reputation signals; it does not estimate sales or establish causes.

Need to understand what is changing for your brand?

Let’s discuss your idea

Reporting Automation

LAB 02Interactive demoReporting AutomationFrom report to finding to action plan. Explore four complete cases.4 reports in this lab

From reporting to the next decision.

Explore four reports for one account: the brief, the evidence and the action plan. Open each report to review results, findings and method.

Choose a reportFaro · Fictional investment manager
01 · The client brief

More leads. Fewer qualified leads.

It is the monthly account review. The same budget brings in more enquiries, but fewer meet the sales team’s qualification criteria.

What the client needsPrepare the monthly media review and next-cycle investment recommendation: explain the quality decline and define what to validate before reallocating budget.
View report and action planIncludes: Channel and audience quality matrix.
02 · Explore a findingJune 2026

Compare cost per lead with cost per qualified lead: an enquiry that meets the sales team’s criteria.

Cost changes the story.
SearchUS$50.00
Paid SocialUS$25.00

CPL · Lower cost does not guarantee better quality.

03 · What it means for the account

Paid Social looks more efficient: US$25 per enquiry versus US$50 in Search. But this does not yet tell us the cost of an enquiry Sales can use.

The brief → the evidence → the action plan.Fictional account · synthetic data · not client results

Does your team repeat this work every reporting cycle?

Let’s discuss your idea

03 / MORE ABOUT ME

Create.Move.Explore.

At work, I like making sense of complexity. Outside of it, I like having room to create, move and explore.

Sergio holding a cat beside a fence, surrounded by mountains and greenery
Use the arrows or swipe horizontally to change photos.Current photo 1 / 4: A day in the countryside

01 / CREATE

Ideas that turn into something.

I play guitar, sing and always end up building a personal project. I like turning an idea into something you can see, hear or try.

02 / MOVE

A change of pace matters, too.

Calisthenics and movement are part of my routine. I also enjoy traveling, going out and spending time in places where I can clear my head and return with a different perspective.

03 / EXPLORE

I’m almost always learning something.

I read, play games and explore topics out of curiosity. I’m interested in technology, creativity, perception and ideas that change how we look at something familiar.

In my free time

  • Guitar
  • Calisthenics
  • Games
  • Books
  • Side projects
04 / EXPERIENCE2019 — PRESENT

My professionaljourney.

From listening to conversations to connecting data, automating processes and informing marketing decisions.

  1. 01 / 2025 — Now

    Publicis Groupe

    Aug 2025 — Present

    Senior Data Analyst

    Current role

    Digital marketing analysis and decision-focused reporting.

    Colombia · RemoteFull-time
    Explore the roleClose details05 responsibilities

    1. I integrate marketing data from multiple platforms and use SQL and BigQuery to clean, standardize, validate and structure information.

    2. I automate analytics, reporting, validation and reconciliation workflows with Python and SQL to support scalable operations.

    3. I develop quality checks to identify metric discrepancies, missing entities, taxonomy errors and inconsistencies between source data and analytical outputs.

    4. I analyze digital marketing performance and add context to reports to explain changes, risks and next steps.

    5. I collaborate across teams to investigate performance, resolve data issues and turn findings into clear recommendations.

    Tools & capabilities
    • Data Analysis
    • Digital Marketing
  2. 02 / 2024 — 2025

    Sancho BBDO

    Apr 2024 — Aug 2025

    Performance Lead

    Performance leadership, SQL analysis and clear optimization priorities.

    Colombia · HybridFull-time1 yr 5 mos
    Explore the roleClose details04 responsibilities

    1. Led performance analysis and campaign optimization strategy using data across channels, platforms and accounts.

    2. Used SQL to investigate performance changes and turn findings into recommendations for internal teams and clients.

    3. Developed reporting frameworks to compare channel, audience and creative performance and establish improvement priorities.

    4. Collaborated with media teams, analysts and clients to translate business objectives into measurable outcomes.

    Tools & capabilities
    • SQL
    • Data Analysis
    • Performance
  3. 03 / 2023 — 2024

    McCann Worldgroup

    Jan 2023 — Apr 2024

    Senior Data Analyst

    Data, social intelligence, automation and applied AI for brand decisions.

    Colombia · HybridFull-time1 yr 4 mos
    Explore the roleClose details04 responsibilities

    1. Led digital data analysis and social listening, with real-time monitoring of trends, brand perception, competitors, risks and opportunities.

    2. Turned unstructured data and consumer behavior findings into insights for marketing, communications and brand positioning.

    3. Combined social listening, performance data and market signals in reports and Power BI dashboards, and applied AI to marketing and analytics workflows.

    4. Automated and improved ETL processes across Emplifi, Meltwater and Semrush, including data collection workflows built with Python and Flask.

    Tools & capabilities
    • Data Analysis
    • Digital Marketing
    • Social Listening
    • ETL
    • Python
    • Flask
    • Power BI
    • Applied AI
  4. 04 / 2019 — 20233 yrs 6 mos at BRM

    BRM S.A.

    From social monitoring to data analysis.

    Aug 2022 — Jan 2023

    Data Analyst

    ETL pipelines, statistical analysis and Power BI for social data at scale.

    ColombiaFull-time6 mos
    Explore the roleClose details03 responsibilities

    1. Executed ETL processes on large social media datasets, ensuring data integrity and consistency.

    2. Applied statistical analysis to identify patterns and turn social data into useful findings.

    3. Developed Power BI dashboards to present results to teams, stakeholders and decision-makers.

    Tools & capabilities
    • ETL
    • Statistical Analysis
    • Power BI

    Sep 2020 — Aug 2022

    Trend Analyst

    Digital intelligence for strategy, reputation and crisis response.

    ColombiaFull-time2 yrs
    Explore the roleClose details03 responsibilities

    1. Monitored conversations, posts, news, blogs, forums and influencers to identify trends across the digital ecosystem.

    2. Developed real-time dashboards and reports to track digital activity.

    3. Analyzed impact, reach, segments and KPIs to inform strategy and crisis management.

    Tools & capabilities
    • Social Listening
    • Trend Analysis
    • Dashboards
    • Crisis Monitoring

    Aug 2019 — Aug 2020

    Keeper RRSS

    Social monitoring, reputation alerts and conversation classification.

    Bogotá, ColombiaPart-time1 yr 1 mo
    Explore the roleClose details03 responsibilities

    1. Monitored social media and grouped conversations by sentiment, impact and segment.

    2. Produced alert reports to track relevant conversations.

    3. Handled customer requests and identified opportunities to improve and automate service processes.

    Tools & capabilities
    • Social Monitoring
    • Sentiment Analysis
    • Reputation Analysis
    • Digital Customer Service

Where it started2019

TOOLKIT

Tools & technologies

Tools I use and have used to connect data, understand audiences, measure campaigns and build applications. Explore each area to see how they support my work.

EXPLORE BY AREA

9 areas46 tools & media

Data & cloud

Turn scattered sources into a consistent foundation that can be queried and explained.

Select a tool to see how I use it.

Data & cloud: 5 options. Selected: Python.

Open to new opportunities

Let’s talk

Looking for a marketing analyst who can also automate your reporting?

LinkedIn

Tell me who your team needs.

Share the role, your team’s main challenge and what you need this person to achieve. We can discuss where my experience fits.

Discuss the role on LinkedIn