About Me
Hi! My name is Raúl. I’m originally from Spain, currently based in Munich, where I work as a Digital Analyst at Zooplus. I also take on freelance SEO and Digital Marketing projects, helping businesses better understand their data and optimize their digital performance.
Beyond my professional roles, I am recognized as a Google Product Expert in the Google Search Console, Google Analytics, and Google Search communities. I’m a firm believer in ‘learning by doing’, so I spend my spare time running personal projects where I put new ideas into practice and stay hands-on with the latest trends in digital marketing and analytics.
Professional Experience
Marketing Analytics Specialist working on marketing projects and providing strategic data support at both central and local level.
Design and optimization of tailored dashboards and reports to support faster stakeholder decision-making.
Use of advanced statistical analysis to identify growth opportunities, generate customer insights, and help maintain a competitive edge.
Definition of technical requirements and measurement specifications for engineering teams, helping ensure data integrity and API integration.
Translation of complex data from multiple sources into clear and actionable business recommendations.
Cross-functional collaboration to promote a data-driven culture and share best practices with marketing and product teams.
Development of measurement plans and implementation frameworks for digital businesses.
Technical implementation of digital analytics tools.
Analysis of website traffic, user behavior, and conversion rates to identify opportunities to improve user experience.
Monitoring of KPIs and other performance metrics across digital assets.
Creation of dashboards for data visualization.
Planning and execution of SEO and local SEO strategies for a wide range of websites and businesses across different sectors, especially ecommerce and lead generation projects:
- Technical and strategic website audits.
- Keyword research and website architecture planning.
- Technical SEO improvements to support crawling and indexing.
- On-page optimization and content strategy.
- Link building campaigns and backlink profile analysis.
Implementation of digital analytics tools for both quantitative and qualitative analysis, including Google Analytics (UA and GA4), Google Tag Manager, Hotjar, and Clarity.
Testing work focused on process improvement and conversion optimization.
I work on SEO and digital analytics projects for online businesses, helping them improve their organic visibility, better understand their performance, and identify opportunities for improvement.
My work covers technical SEO, measurement, site architecture, content, and performance analysis, always adapted to the goals and context of each project.
I also review website performance, competitive context, and available data to help guide decisions with a broader digital business perspective.
Education
A three-course program by Simo Ahava and Johan van de Werken focused on Google BigQuery, Google Cloud, and Dataform: SQL Basics With GA4 & Google BigQuery, Advanced Use Cases With GA4 & Google BigQuery, and Automation and Integrations With GA4 & Google BigQuery.
A set of three LinkedIn Learning courses focused on the Adobe ecosystem: Adobe Analytics Essential Training, Adobe: Customer Journey Analytics, and Elevate Your Adobe Analytics Skills for Better Decision-Making.
Training focused on Google Ads fundamentals, campaign objectives, targeting, account structure, campaign and ad formats, conversion KPIs, attribution models, the Google Ads API, bidding strategies, budget management, reporting, and campaign optimization.
Training focused on CRO fundamentals, CRO project management, testing tools, usability and accessibility, qualitative and heuristic analysis, KPI selection, design principles, statistics for CRO, and result analysis.
Training focused on inbound methodology, strategy planning tools and resources, the different stages of inbound marketing, and the creation and implementation of an inbound marketing strategy.
Course by Simo Ahava focused on server-side tagging with Google Tag Manager, including the setup of a Tag Manager server container in Google Cloud Platform.
Training focused on paid social strategy, Facebook Ads, analytics setup, optimization and reporting, other paid social platforms, and overall social ads strategy.
Course by Simo Ahava and Johan van de Werken focused on Google BigQuery and SQL using the GA4 export for data analysis.
Google’s professional certificate on Coursera, covering the full data lifecycle, including data collection, cleaning, organization, analysis, and visualization.
The main tools and languages covered in the program include spreadsheets, SQL, R, and Tableau.
Course by Simo Ahava focused on the most useful JavaScript concepts for digital marketing.
Advanced training in Google Analytics 4 covering the fundamentals of the tool, audience and traffic acquisition analysis, behavioral analysis and interaction tracking, ecommerce setup and conversion analysis, data visualization and business intelligence, integrations with other tools such as Google Data Studio and BigQuery, digital measurement planning, and migration from Universal Analytics.
Digital marketing, SEO, social media, web analytics, Google Ads, paid social, CRO, user experience, ecommerce, WordPress, PrestaShop, online reputation, and more.
I studied for one year at Tampere University in Finland as part of the Erasmus+ programme.
Final dissertation: Credit Scoring Models: Proposal and Application to the Imaginarium Case