Matheus Motta

My team (15 people) unites Digital Analytics and Predictive Models to empower CRM with data based insights. Main deliverables: • 20+ sales propensity models • Clients segmentation and clustering • Leads collection • AI Agents to accelerate CRM and Digital Analytics processes

Accountable for: • Digital Analytics team (12 people) and Chapter • CRM Leads Generation in Digital Channels • AI strategy for CRM • Google Analytics and Google Tag Manager • Google Cloud project Main achievements: • Machine learning algorithms to classify App Store reviews and NPS responses by subjects • Digital Segmentation of Brokers • Multichannel Attribution Models to Digital Sales • 20+ websites migrated from Google Analytics Universal to GA4 • Websites Dynamic Tagging

Managed a 6 people team, focused on Digital Analytics. • Author of 'Bradesco Seguros Digital Analytics Playbook' • BIA (Bradesco Inteligência Artificial) Seguros: lead the development of Conversational Accurary; Machine Learning model to predict churn • Owner of Google Analytics, Google Tag Manager, Google Optimize • Support to CRM strategy and Salesforce implementation • Designed A/B tests for digital channels

Technical leadership of a 10 people team that provided Web/App Analytics, BI, Data Science and Data Engineering. Client: Vivo (Telefonica) Main projects: • Traffic forecast through the comparison or ensemble of several models (Arima, Random Forests, Neural Network, and others) • Definition of Analytics tagging standards • Dashboards to report main business results

• Google Analytics and Google Tag Manager owner in Catho Educação • Led GA/GTM 360 migration • Performed statistical validation of A/B tests • Built a Machine Learning (Light GBM) model to forecast a website monthly traffic • Created Education live dashboard in Power BI (3 brands: Catho, Jobstreet, OCC) • Translated Catho Educação quarterly strategy into measurable OKRs

• Data insights to Digital Marketing team. Work side-by-side with SEO, Paid Search, Social, Email and Programmatic Media owners • Managed Google Analytics and Google Tag Manager • Google Data Studio dashboards for: detailed marketing channels performance; funnel performance; KPIs monitoring • A/B tests: hypothesis definition and data analysis • Leads/Clients: database administration; clustering for marketing personas validation

• Reports, monitoring and data analysis focused on Web Analytics KPIs, using Adobe Analytics (Omniture, Workspace, Report Bulder, Data Warehouse, Reports API) • Cross device user cohort analysis: developed the method, presented the results and could see them guide the platforms strategy • Traffic forecast using statistical model • Translated marketing, commercial and development teams' needs of data into metrics plans • Adobe Analytics lessons