Built by someone who's been on the other side of the data.
Before building measurement infrastructure for performance teams, I ran businesses where bad data cost real money. That changes how you build analytics.
Founder & Lead Engineer — Fiori Analytics LLC
I spent 15 years building and running businesses in São Paulo — retail operations, wholesale manufacturing, B2B production. Three companies, hundreds of operational decisions, and one consistent problem: the data was never reliable enough to make budget decisions with confidence.
I knew what it felt like to sit across the table from a performance report and not trust the numbers. To reallocate budget based on platform-reported ROAS that turned out to be wrong. To make hiring decisions on revenue projections built on corrupted tracking data. That experience didn't just inform how I think about analytics — it defines what I build.
Fiori Analytics exists because most measurement infrastructure is built by people who've never had to make a business decision with the data they're building. I have. That's the difference.
I focus exclusively on the infrastructure layer — GA4, GTM, server-side tracking, Meta CAPI, BigQuery — because that's where the gap is. Not in dashboards. Not in reports. In the foundation that makes everything else accurate or useless.
B.S. Marketing · B.S. Business Administration
Postgraduate (in progress) — Big Data & Intelligent Marketing · Data Engineering & AI · Software Engineering & Architecture
Analytics built by someone who's made the decisions.
Most analytics consultants have never had to make a budget decision with the data they're building. That changes what they optimize for.
I've been the decision-maker
15 years running businesses where I had to make budget, hiring, and inventory decisions based on the data available. I know what it costs when the data is wrong — because I lived the consequences.
I build for the business layer, not the tech layer
Every implementation decision I make is filtered through one question: does this make the downstream business decision more accurate? Not 'is this technically correct' — but 'does this help the CMO trust the number'.
I document because I've inherited undocumented systems
I've taken over businesses where no one could explain how anything worked. Full documentation at handover isn't a nice-to-have — it's the difference between infrastructure that lasts and infrastructure that breaks the moment something changes.
Small by design. Senior by default.
Why we stay small
Fiori Analytics works with a limited number of clients at a time. This isn't a positioning statement — it's an operational constraint I've chosen deliberately.
Every engagement is handled directly by me. No junior analysts. No offshore delegation. No project managers between you and the person doing the work. When you ask a question about your implementation, the person answering it is the same person who built it.
This limits how many clients we can serve. It also means every client gets the full attention their ad spend deserves.
What we don't do
If you work with Fiori Analytics, you're working with the person who built the methodology, executes the implementation, validates the data, and delivers the handover. That's the model. It doesn't scale infinitely — and that's the point.
If this is the kind of partner you're looking for — let's talk.
The founding cohort is currently open. Limited to 3 free Revenue Signal Audits in exchange for case study participation.
Fixed scope. Full ownership at handover.
What we believe about analytics engineering.
Tracking is infrastructure, not a checkbox
Most setups are built by whoever was available before campaign launch. The result is a system nobody understands, nobody documented, and nobody can maintain. We treat tracking with the same engineering discipline as any other business-critical system.
Ownership must transfer at handover
When we finish an engagement, you own everything — accounts, containers, documentation, recordings. We don't hold access. We don't require a retainer to maintain what we built. Full ownership at handover is non-negotiable.
Validation against real traffic, not preview mode
GTM preview mode shows you whether tags fire. It doesn't tell you whether the data is correct. Every implementation we deliver is validated against live traffic and cross-referenced with the source of truth before we call it done.
A dollar figure on every gap
Most audits list problems. Ours quantify them. Every issue in the roadmap comes with an estimated revenue impact — because you need to know not just what's broken, but what it's costing you to prioritize the fix correctly.
Ready to see what your tracking is costing you?
The founding cohort audit quantifies your revenue leak in dollars and delivers a prioritized fix roadmap. Limited to 3 free audits before the cohort closes.
Fixed scope. Written report + recorded walkthrough. No obligation to continue.