Francesca Monte | Marketing & Data Analyst

Francesca Monte

I analyze marketing performance to find the truth behind the numbers. Focused on full-funnel optimization and data-driven execution.

ROAS Achieved

GA4 + Google Ads funnel

CPA Reduction

Attribution realignment

BI Dashboards

Power BI · Star Schema

Three Pillars of Impact

Linguistic Logic

Applying the analytical rigor of linguistics to market behaviors. I leverage my background in structural logic to decode complex datasets and consumer patterns.

Utilizing semantic analysis to drive global engagement and communication clarity.

Pattern Recognition

Performance Engineering

Bridging the gap between strategy and execution. I manage the technical infrastructure to ensure that tracking and funnel logic translate into measurable revenue.

Full-stack tracking implementation and data-backed marketing optimization.

GA4 · GTM · Attribution

Data Architecture & BI

Transforming raw data into strategic business intelligence. Using SQL and Power BI to build robust models that empower stakeholders to make informed decisions.

Relational modeling, DAX measures, and high-impact executive dashboards.

DAX · Star Schema · SQL

Strategic Data Solutions

SQL: HVC Segmentation

BigQuery

Identified High-Value Customers via Hero Category purchases — building a high-ROI audience for retention and lookalike campaigns.

CTEBigQuery

-- High-Value Customers via Hero Category purchases WITH user_profitability AS ( SELECT u.id AS user_id, u.email, u.traffic_source, p.category, oi.sale_price - p.cost AS net_profit FROM `thelook_ecommerce.order_items` AS oi JOIN `thelook_ecommerce.users` AS u ON oi.user_id = u.id JOIN `thelook_ecommerce.products` AS p ON oi.product_id = p.id WHERE oi.status = 'Complete' ) SELECT user_id, traffic_source, COUNT(category) AS high_margin_items, ROUND(SUM(net_profit), 2) AS total_profit FROM user_profitability WHERE category IN ('Blazers & Jackets', 'Suits', 'Outerwear') GROUP BY 1, 2 HAVING total_profit > 150 ORDER BY total_profit DESC LIMIT 10;

Tables Joined

↑ Unified pipeline

Audience Identified

HVC

↑ Profit > €150

BI: Churn Analysis

Power BI

3-page interactive dashboard analyzing telecom churn drivers for 7K customers — KPI overview, behavioral deep dive, financial impact.

Churn by Tenure & Monthly Charges

Monthly Charges

Active Churned

Tenure (months)

Churn Rate

26.54%

↑ 2K churned customers

Revenue at Risk

$139K

↓ Monthly exposure

Analytics: Funnel Audit

GA4

Full-funnel GA4 tracking framework to eliminate data gaps, fix attribution leakage and align revenue data.

Funnel Stage Tracking Accuracy — Before vs After

Before audit

After fix

Data Leakage Fixed

↑ Checkout stages

Attribution Accuracy

+41%

↑ Multi-channel

Python: Causal Inference

IPW

Measured the true incremental lift of ad exposure using Inverse Probability Weighting — isolating causal effect from selection bias.

Propensity score via Logistic Regression IPW

Selection bias removed — SMD < 0.1 ✓ Balanced

Raw lift vs causal lift delta −0.88pp

True incremental ad lift +5.17%

Academic & Professional Journey

Career Trajectory Index

Expertise depth · 2023 → present

↑ Data-Driven

● Click a node to explore each phase

Linguistics & CommunicationStructural logic, cross-cultural analysis

Marketing & StrategyB2B messaging, brand frameworks

Data & AnalyticsSQL, Power BI, GA4, Python, AI

Now — AvailableFull-stack marketing analyst

Technical Certifications

Microsoft In Progress

PL-300: Power BI Data Analyst

2026 flip for badge

Microsoft PL-300
Power BI Data Analyst

View Certificate

Google Valid

Google Analytics Certification

Jan 2026 – Jan 2027 flip for badge

Google Analytics
Certification

Verify Credential

Google / Coursera Earned

Google Data Analytics Professional Certificate

2025 flip for badge

Google Data Analytics
Professional Certificate