Marketing technology
E-commerce, advertising, analytics, product-data and payment platforms connected into measurable workflows.
MARKETING TECHNOLOGY · DATA ANALYTICS · RESEARCH
I connect marketing platforms, data and research to improve digital performance and business decisions.
I am a Marketing Technology Specialist and Data Analyst with experience in e-commerce, analytics implementation, reporting, software development and applied research. This portfolio presents selected work as evidence-led case studies while keeping my professional profile and availability clear.
Open to MarTech, digital analytics and data-analysis opportunities, as well as applied research collaborations.
Yobany Vicentes
Marketing Technology Specialist · Data Analyst
Research-informed, technically capable and commercially focused.
PROFESSIONAL VALUE
Clear role positioning, supported by visible evidence
The site identifies where I fit professionally, then substantiates that positioning through projects, research outputs, implementation details and stated limitations.
Data analytics
SQL, Python, Excel, Power BI and Looker Studio used for data preparation, reporting and decision support.
Research
Peer-reviewed publication, postgraduate research and reproducible analytical workflows that strengthen evidence quality.
SELECTED PROJECTS
Work first, with contribution and evidence made explicit
Projects are ordered to foreground working analytical products. Each case separates the problem, my contribution, implementation, technologies, evidence, results and limitations.
Economy Simulator
A scenario-modelling application for comparing how business assumptions affect calculated outputs.
COLFUTURO Data
An academic-data exploration application supported by a reproducible data-cleaning workflow.
Global Data
A decision-support interface for exploring development and economic indicators.
RESEARCH & EVIDENCE
Research strengthens how I design, analyse and explain digital work
Completed research outputs are separated from projects in progress and are presented with a clear access route.
Employer branding and employee happiness in Colombia
Research completed during the Master in Digital Marketing Management.
Open publicationAttracting COLFUTURO-funded Colombian postgraduates to New Zealand
Master of Management research report combining communication analysis and strategic recommendations.
Open research reportColombia Education Market Intelligence
Versioned Python workflow for cleaning, standardising and auditing international education data.
Review repositoryCAPABILITIES
A practical combination of marketing, data, implementation and research
MarTech implementation
Platform configuration, integrations, tracking, product feeds and digital ecosystem maintenance.
Campaign measurement
GA4, GTM, Google Ads, Meta Ads, conversion tracking, SEO, SEM and performance reporting.
Data & BI
SQL, Python, pandas, Excel, Power BI, Looker Studio, data cleaning and KPI analysis.
Technical delivery
REST APIs, Laravel, PHP, JavaScript, FastAPI, databases, GitHub and automation workflows.
TECHNOLOGY ECOSYSTEM
Platforms and tools I work with
The carousel supports the evidence above with a visual overview of my MarTech, analytics and technical stack.
Google Analytics 4
Google Tag Manager
Google Ads
Meta Ads
Merchant Center
Search Console
WordPress
WooCommerce
VTEX
SEO & SEM
SQL
Python
pandas
Excel
Power BI
Looker Studio
Google Sheets
BigQuery
Jupyter
Laravel
PHP
JavaScript
FastAPI
Node.js
REST APIs
GitHub
PostgreSQL
MongoDB
DockerHover over the carousel or focus it with the keyboard to pause the movement.
ABOUT
A cross-functional profile connecting marketing, data and technology
My background combines business administration, digital marketing, communication, software development, data analysis and applied research. I use that mix to translate organisational objectives into practical platform, measurement and reporting solutions.
I work across marketing, data, technical and management contexts, helping teams connect business priorities with hands-on implementation, analysis and clear recommendations.
CV
Detailed background for professional and academic review
CV access remains available as a secondary path. The projects and research above provide the primary evidence.
Professional CV
Marketing Technology and Data Analytics profile tailored to the New Zealand market.
Download professional CVAcademic CV
Research, qualifications, publications, scholarships and academic experience.
Download academic CVCONTACT
Professional opportunities and research collaboration
I am open to relevant opportunities in Marketing Technology, Digital Analytics and Data Analysis, and to conversations about applied research, data products and observable digital systems.