Analytical Intelligence
- Customer segmentation · RFV · ABC · LTV
- Commercial prioritization and opportunities
- Executive and operational indicators
- Geointelligence · maps · territorial analysis
Data Analyst · Data Scientist · Decision Analytics
I turn data into analytical systems for decision-making.
Over a decade translating business questions into reliable models, dashboards and pipelines — from the services and energy industry to the public sector.
Data Science
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BI Engineering
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Commercial Analytics
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About
I build analytical intelligence solutions to support strategic decisions in companies, commercial divisions, and public institutions.
I work across the full data cycle: I structure databases, model information, build indicators, develop analyses, and turn all of this into clear visualizations for decision-makers.
I discovered BI by solving a real problem: a file too large to open in Excel. A tool handled it. I liked it, studied it, went deeper — and never stopped.
For over a decade, I've worked with data applied to commercial intelligence, customer segmentation, opportunity prioritization, operational efficiency, education, public safety, and institutional management.
Combining technical depth, contextual reading, and analytical clarity, I turn complex questions into reliable answers — the foundation for better-informed decisions.
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Capabilities at a glance
Methods, tools and approaches I use to turn data into applied intelligence.
BI & Data Products
- Power BI · DAX · Power Query/M
- Data storytelling and analytical UX
- Executive and operational dashboards
Data & Analytical Engineering
- Dimensional modeling · star schema
- ETL/ELT · integration and data treatment
- Reproducible analytical pipelines
- SQL Server · PostgreSQL · APIs · Alteryx
Languages & Automation
- SQL for analysis, modeling and performance
- Python · pandas · scikit-learn · plotly
- Stored procedures · triggers · automated routines
- Git · documentation · AI-assisted development
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Selected cases
Real problems addressed through analysis, modeling and visualization to support decisions.
Every asset uses public, synthetic or authorized and sanitized versions — no client data, real figures or internal identifiers are exposed.
Strategic customer intelligence — Prisma
- Challenge
- Building a multidimensional prioritization model — contractual RFM, dynamic ABC and geocoding for a portfolio of nearly 2,000 companies.
- Method
- SQL · Python · Power BI · DAX · RFM · ABC · GEO
- Decision-maker
- Leadership and commercial management
- Outcome
- 1,919 customers segmented, classified, located and prioritized.
Commercial intelligence platform
- Challenge
- Building a consolidated view of the prospecting base — indicators to make effort prioritization traceable and data-driven.
- Method
- Modeling · 10 views · 9 queries · QA
- Decision-maker
- Internal sales and leadership
- Outcome
- In production; adopted by sales and leadership.
Statistical sales-funnel trends
- Challenge
- Development of methodology to monitor, period by period, the direction and intensity of Professional Education funnel trends
- Method
- Linear regression · z-score · Plotly
- Decision-maker
- Sales management and strategic leadership
- Outcome
- Statistical funnel monitoring created
Steam turbine operational analytics
- Challenge
- Direct access to steam turbine sensor data for engineers — reproducible analysis across 1.6M+ data points, no code, no manual processes.
- Method
- MS SQL · Alteryx Apps · Power BI · ML
- Decision-maker
- Turbomachinery engineering
- Outcome
- Apps in production (Alteryx Gallery)
Geospatial intelligence for seismic activity
- Challenge
- Structuring temporal and geospatial analysis of public seismological data to support a technical investigation by Civil Defense.
- Method
- Python · GIS/QGIS · temporal analysis
- Decision-maker
- Arapiraca Civil Defense
- Outcome
- Technical report delivered to Civil Defense
RFM analysis applied to commercial portfolio
- Challenge
- Building objective criteria to prioritize a portfolio of 2,500+ buyers — customer segmentation and sales effort optimization.
- Method
- RFV/RFM segmentation · LTV · geocoding
- Decision-maker
- Sales management and leadership
- Outcome
- Prioritization criterion adopted in operations
Complete archive
Commercial intelligence platform
Development of prospecting indicators on a staging-and-views architecture — 10 views, 9 queries and QA, now in production.
RFM customer-base analysis
RFV/RFM segmentation of 2,500+ buyers, with geocoding, adopted by management, intelligence and leadership to prioritize the portfolio.
Statistical sales-funnel trends
Development of methodology to monitor, period by period, the direction and intensity of Professional Education funnel trends
Steam turbine operational analytics
End-to-end analytics pipeline: database modeled and built with 1.6M+ sensor data points (MS SQL) and Alteryx Analytic Apps — including the Stodola Cone thermodynamic calculation.
Geospatial intelligence for seismic activity
Cross-referencing of public seismological data with temporal analysis and geospatial layers to support Civil Defense technical investigations into seismic activity.
Commercial performance dashboard
Executive tracking of actual vs. target for commercial management reviews — with period breakdowns and relevant dimensions.
Commercial sales targets dashboard
Recurring dashboard for targets, revenue, losses and proposals; one of the most-used dashboards by the sales area.
Proposal monitoring and commercial pipeline
26k+ records consolidated into a searchable dashboard of issued, accepted and in-negotiation proposals.
Seller metrics dashboard
Dashboard to track accepted, refused and in-negotiation proposals by seller — activity, outcome and individual conversion metrics.
Prospecting and productive-base dashboard
Dashboard over a 1,996-row prospecting base from the service center, with prospects, MQLs and loss reasons.
Service conversion analysis by promoter
Funnel of service interactions, quotes, appointments, enrollments and proposals by promoter.
Enrollment, acquisition and renewal intelligence
6,068 historical records, acquisition vs. renewal and conversion across appointments, visits and enrollments.
Strategic customer intelligence — Prisma
Multidimensional prioritization model with contractual RFV, dynamic ABC classification, geocoding and a nearly 2,000-company portfolio.
Commercial analysis of Metrology and Calibration
Laboratory diagnosis with a Balanced Scorecard, RFV/geocoding, loss analysis and competitive benchmarking for the metrology and calibration units.
Market research and competitive benchmarking
Benchmarking of 27 real proposals and a comparative service catalog to support pricing and market positioning.
Product performance scoring
346 products scored across 12k+ rows by z-score and percentiles to guide commercial planning.
Repurchase potential analysis
1,194 clients classified by status and repurchase potential for the 2026 planning cycle.
Client reactivation potential analysis
Potential model by LTV and recurrence to prioritize client reactivation in the planning cycle.
Purchase volume by funding source analysis
Measurement of funding-source dependency by business line, with percentages and client approval analysis.
Program repurchase-rate analysis
Client recurrence study by program: buyer cohorts, repurchase rates and behavioral patterns to guide retention strategy.
Campaign performance analysis
50+ campaigns analyzed by delivery, open rate, clicks, spam and correlation between volume and rates.
Delinquency, renewal and dropout analysis
Financial risk, retention and dropout module with 2023/2024 delinquency and transfer reasons.
School transport network optimization
770+ routes mapped across 13 regions, cost-per-km modeling, anomaly detection and geospatial analysis — a statewide study presented to senior management as a basis for network restructuring decisions.
Public safety dashboards
Power BI and GIS for Civil Defense, public safety and HR, from proprietary databases — operational, geospatial and people-management indicators to support decision-making.
Indicator management in public safety
A structured KPI framework with stakeholders, criteria and indicators for municipal public safety.
Post-event analysis of the São João 2023 operation
Post-event report with Instagram scraping, Python word cloud and assessment of the public safety operation.
Digital school enrollment implementation for a state network
Process digital transformation: from paper to digital across the entire state school network.
Data-driven pandemic response
Google for Education, crisis leadership and data engineering at state scale during school closures.
Pandemic student-aid analytics
170k+ students, three installments and a unified master base from multiple sources — the state system and online forms.
Digital protocol implementation (SEI)
18k users provisioned and the organizational hierarchy mapped for a 100% digital administrative process.
Operational redesign of IT infrastructure and contracts
Management and hands-on execution that decentralized internet and cut recurring state IT cost.
Statewide educational robotics implementation
Project reactivated at state scale: 95 schools, 285 kits and 1,500+ computers.
EFEX — maker space for teachers
Brazil's 2nd EFEX, a 119 m² maker space for continuing teacher training in technology.
Digital library and EscolaWEB
Implementation of a digital library with learning objects, courses, PDFs and games for state-school students — offline access via customized solution.
Technology enablement for PRONATEC distance education
Structuring of in-person support centers and IT infrastructure for PRONATEC distance education in Alagoas.
Arapiraca Digital — paperless city hall
Digital communication channel between citizens and city hall, and digitization of administrative processes — 1Doc and Colab platforms rolled out at municipal scale.
Municipal IT implementation, governance and regulatory intelligence
IT implementation and governance at a regulatory agency, with research across 81 regulatory intelligence sources.
Síndico Ambiental website
Responsive institutional website in HTML, CSS and JavaScript for an environmental services company — adaptive layout, optimized navigation and integrated visual identity.
All cataloged cases are prepared for public reading.
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2025 — present
Data Specialist · Decision Analytics
SENAI CIMATEC — Technology & innovation institute
Development of prospecting indicators in production, a strategic client-prioritization model (contractual RFM, dynamic ABC and geocoding) and commercial diagnostics with competitive benchmarking to support leadership decisions.
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2024 — 2025
Data Analyst · Commercial Intelligence
Sistema FIEA — SESI / SENAI Alagoas
Development of RFM segmentation of 2,500+ buyers with geocoding, executive dashboards for targets, pipeline and conversion tracking for daily sales operations, and statistical analyses of funnel, repurchase and product performance to support commercial planning.
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2023 — 2025
Data Researcher · Inova Talentos Fellowship
Siemens Energy — Energy industry (IEL/FIPT)
Research fellowship (Inova Talentos/IEL) in industrial analytics: end-to-end steam-turbine data pipeline — database design and build (MS SQL, 1.6M+ sensor data points), Alteryx Analytic Apps deployed to production on Alteryx Gallery, including the Stodola Cone thermodynamic calculation.
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2022 — 2024
Data & BI Analyst
SEMOP — Arapiraca Public Order
BI and data science applied to municipal public safety: Power BI and GIS dashboards from proprietary databases, a 4E indicator framework, post-event analysis of major operations, and geospatial intelligence cross-referencing public seismological data to support Civil Defense.
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2021 — 2022
IT Manager · Data & BI
GTInfo — City of Arapiraca
Leading municipal IT, leadership of the Arapiraca Digital — Paperless City Hall program (1Doc and Colab): launching the citizen–city-hall communication channel, structuring data and BI for management, and digitizing administrative processes.
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2016 — 2020
IT Manager · Data & BI
SEDUC — Alagoas Department of Education
Leadership of IT and data across the state education network: from digital enrollment to school-transport network optimization, electronic protocol (SEI) and innovation projects such as educational robotics in 95 schools, up to a data-driven pandemic response — 170k+ students supported through an emergency deployment of Google Workspace for Education — combining statewide digital transformation with analytics for decision-making.
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2013 — 2015
Data Analyst
Companhia Mutual de Seguros — Insurance · São Paulo
Data analysis and process automation in the claims division — integration with external systems and work across surety/rental guarantee and specialty insurance niches.
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2012 — 2014
Developer · Project Manager
DTSYS Tecnologia — Software · São Paulo
Development of a claims management system in C# on the I4PRO platform; project management as a bridge between the technical team and business.
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Background & Stack
Education
- Data Science and Artificial Intelligence Postgraduate PUC-RS - Pontifícia Universidade Católica do Rio Grande do Sul
- Computer Networks Higher Education UNICSUL - Universidade Cruzeiro do Sul
Languages
- Portuguese Native
- English Fluent
Tools
SQL
Python
Power BI
DAX
Alteryx
GIS
Power Query (M)
Tableau
MS SQL Server
pandas
scikit-learn
scipy
plotly
C#
PHP
QlikView
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