Rafael Fagundes · Growth & Marketing Analyst · Madrid

I measure what marketing really drives.

15 years turning marketing data into decisions: incrementality, attribution and CRM, for Dell, Nestlé and now eduki.

15 yrsin data & marketing analytics

Dell · Nestlé · edukiglobal brands, 3 continents

PT · EN · ESworking languages

Selected work

eduki · Measurement

~20%lower cost per new buyer than assumed

eduki's first geo incrementality test on Paid Search. Results now inform attribution and a Bayesian MMM (Google Meridian).

Dell · AdTech

~$250Myearly ad spend with an attribution gap

A Brave Ad Network test (11× higher ROAS than benchmark) showed that multi-touch attribution could not be calculated for first-party remarketing.

Dell · AdTech

-70%third-party cookie dependency

Built a first-party audience hub on ActionIQ CDP. First-party audiences converted 3× better than third-party ones.

Dell · B2B LATAM

90%+LinkedIn audience match, up from 65%

Real-time 6sense audiences on LinkedIn: +196% Sales Ready Leads and +1,760% paid social pipeline YoY. Game Changer award.

Nestlé · CRM

-40%time spent on reporting

Gave 20+ digital managers self-serve insights and grew first-party data acquisition by 30% YoY.

Dell · LATAM

#1email open and click rates at Dell worldwide

Segment-based customer journeys took email from no pipeline to the best lead-to-opportunity rate of all digital channels (34%).

edukiMarketing Analyst (Data & Growth Analytics): incrementality, attribution, MMM2025 — now
NestléData Analyst, CRM & Personalization2024 — 2025
Dell7 roles in CRM, AdTech & B2B analytics, Austin, LATAM & Lisbon2011 — 2024
Samsung · HPMarketing data systems & engineering2005 — 2011

Open to conversations about growth analytics, measurement and data roles.