GA4 + GTM + Meta Pixel configured from scratch on a live business site.
Tracking & Analytics Foundation (Live Implementation)
Full-funnel measurement for WhatsApp clicks, calls, and booking intent with clean attribution setup.
Open evidencePersonal Marketing Portfolio
Yelena Shelepova
Marketing Analyst & Performance Marketer | Measurement | Unit Economics | Paid Acquisition
I build measurement-first growth systems: analytics architecture, attribution quality, paid acquisition execution, and financial logic for decision-making.
Professional Summary
About My Case Studies
I work across international business environments in analytics, paid acquisition, and marketing operations, with hands-on experience turning marketing spend into measurable outcomes.
My work centres on building the measurement layer - analytics architecture, tracking quality, attribution, and unit economics - that lets acquisition decisions be made against numbers rather than intuition. This is grounded in a finance and data-science background applied directly to marketing.
Today my core focus is Marketing Analytics and Growth Analytics - measurement, experimentation, and unit economics - with paid acquisition execution as applied depth.
Core Expertise
Capabilities
SQL
Python
GA4
Marketing Analytics
Google Tag Manager
Conversion Tracking
Unit Economics (LTV:CAC / payback)
Cohort & Retention Analysis
A/B Testing & Experimentation
Looker Studio
Attribution & UTM Architecture
Google Ads
Meta Ads
Real Case Studies Assets
Measurement-First Highlights
Documented demo build
Tally -> Make -> HubSpot Automation Pipeline
Lead form submissions mapped into CRM contacts through Make automation scenarios with visible process flow and output records.
Open evidenceUT Austin / Great Learning portfolio
Data Science Portfolio (7 Projects)
Applied work in A/B testing, classification, clustering, regression, and churn prediction - with code and documented outputs.
Open evidenceWorking funnel demos
Live Next.js Landing Pages
Three live landing page builds connected to measurable conversion flows and event tracking hooks.
Open evidenceAnalyst-led CPL/CAC/ROMI planning
Real-Estate Unit Economics Work
Modeled spend-to-revenue decisions and conversion economics for property-focused lead generation decisions.
Open evidenceLabeled Concept Models
Strategy Concepts
Aesthetic Clinic Growth System
Concept model for rebuilding a clinic funnel around measurable WhatsApp acquisition.
Open concept caseB2B SaaS Acquisition & Retention
Concept model linking paid acquisition to retention and LTV:CAC decision logic.
Open concept caseEdTech Enrollment Growth
Concept model for enrollment growth with full-funnel attribution and unit-economics planning.
Open concept caseCertifications and Education
Credentials
- Meta Certified Media Buying Professional
- Meta Certified Performance Marketing Specialist
- Google Ads Search Certification
- Data Science and Business Analytics - UT Austin
- Marketing Management program (ongoing)
Professional Background
Career Snapshot
Current
Marketing / Growth Analyst
Focused on measurement, unit economics, and experimentation-backed growth analytics for UAE and international projects, with paid acquisition execution as applied depth.
Previous
Digital Marketing and Business Operations Roles
Worked across campaign execution, business operations, and financial performance analysis in international settings.
Foundation
Data and Commercial Analytics Background
Built a strong analytical base through finance and business analytics work, later applied to marketing measurement and optimization.
Open to New Opportunities
Employer Contact
I am currently exploring remote and international opportunities in Marketing Analytics, Growth Analytics, and Performance Marketing.
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