Data, Insights & BI · Amsterdam

Turning complex data into decisions you can act on.

I'm Aline Ventura, a senior data analyst with 10+ years across product, e-commerce and business intelligence. My focus is on what actually matters: delivering insights teams can act on — and being the bridge between technical teams and the stakeholders who make the decisions, so data turns into action. I'm now also expanding into AI-powered process automation, redesigning manual reporting work as smarter, AI-assisted workflows.

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Weekly scorecardLive

Revenue €1.92M ▲ 14.6% vs LY

Conversion rate 3.14% ▲ 0.01 pp

Sessions by weekIllustrative data

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Tech ↔ Businesstranslating data into decisions

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15 countriesanalytics onboarding led

+3%
Conversion rate: +33%
Forecast accuracy (MAPE): +6%
Calculation accuracy: 15
Countries

About

Deep in the data, clear on what it means.

I turn complex datasets into clear insights, practical recommendations and measurable business outcomes. With 10+ years of experience across product, e-commerce, digital analytics and business intelligence, I work at the intersection of business and technology — translating ambiguous questions into structured analysis, and technical findings into recommendations stakeholders can act on.

I go deep into the data: combining sources, investigating performance changes, spotting behavioural patterns, challenging assumptions and defining KPIs that actually mean something. Then I zoom back out to explain what it means, why it matters, and what to do next.

I partner directly with leaders and teams — Product, Marketing, Commercial, Data and Engineering — to align on objectives and success measures, so the resulting analysis is technically sound and genuinely usable. Data quality is part of that work: I trace how data moves from source systems to dashboards, catching inconsistencies before they become bad decisions.

I'm also building a new focus on AI-driven process optimisation: reviewing how a team's reporting and analysis actually gets done, then redesigning the clunky, manual parts as automated or AI-assisted workflows — so people spend their time on judgment calls, not copy-paste.

Services

How I can help your team.

Core specialism

Data & product analytics

Deep-dive analysis of product, e-commerce and customer behaviour to answer the "why" behind the numbers.

Dashboards & BI

Power BI and Tableau dashboards that turn raw data into decisions your team will actually use.

Data quality & tracking audits

Tracing data from source to dashboard to catch gaps and inconsistencies before they cost you a decision.

Forecasting & predictive modelling

Statistical and machine learning models for demand, churn and performance forecasting.

Fractional analytics support

Interim or part-time senior analytics capacity, for teams that need the expertise without a full-time hire.

Growing focus

AI & workflow automation

Designing automation pipelines — from Apps Script to agentic AI workflows — that remove manual reporting, formatting and data-wrangling work.

Case studies

Selected work, with the numbers behind it.

Data Visualization & Dashboard Design

Weekly Business Scorecard — Executive Dashboard

01 / 03

public.tableau.com · Weekly Business Scorecard

Weekly Business Scorecard dashboard in Tableau, showing revenue, sessions and conversion KPIs alongside upper- and lower-funnel drop-off rates, filterable by week and country.

Click to enlarge ⤢

Sample dashboard built in Tableau with illustrative data, in the same format used to track weekly business performance for insights reporting.

About this dashboard

This is the format leaders and country analysts use to keep an eye on their main KPIs week to week — headline revenue, sessions and conversion, benchmarked against the prior week and last year, alongside a full upper- and lower-funnel breakdown to spot exactly where drop-off is happening. Each week, analysts screenshot the dashboard and add their own commentary on top — the story behind the numbers — to give the trends more context before they're shared onward.

View live on Tableau Public ↗

KPI Reporting & Period Comparison

E-Commerce Funnel Dashboard — Executive View

02 / 03

public.tableau.com · E-commerce Funnel Dashboard

E-commerce Funnel Dashboard in Tableau, showing Revenue, Sessions, CVR and AOV KPI cards with trend sparklines, a five-stage funnel with completion rates, and a drop-off rate breakdown, current period vs same weeks last year.

Click to enlarge ⤢

A self-initiated portfolio build in Tableau, using illustrative data, designed as an executive summary view — the headline numbers readable in seconds, with the depth to back them up one click away.

About this dashboard

Built for the way executives actually read a dashboard: a few seconds, top to bottom, no hunting. Four KPI scorecards (Revenue, Sessions, CVR, AOV) lead with the big number and a trend sparkline, so direction of travel is obvious before anyone reads a label; a five-stage funnel — Sessions through Orders — sits right below with completion and drop-off shown side by side, so a reader can see both where the funnel is strong and where it is leaking without swapping views; and every figure updates against a parameter-driven comparison (Previous Period or Same Weeks Last Year), so the same at-a-glance layout stays accurate whichever period is selected, with no hard-coded dates underneath.

View live on Tableau Public ↗

AI-Powered Process Automation · New focus

Global Executive Reporting Automation

03 / 03

The challenge

Every Monday, I was responsible for building a Master Executive Summary of the previous week's e-commerce performance across 15 countries — manually pulling KPIs from Tableau and reading through 15 separate country-owned Google Slide decks to extract local context, then synthesising and copy-pasting it all into a master presentation. The goal was to automate the entire pipeline without violating the company's strict data security and public API restrictions.

The impact

What was once a multi-hour, manual copy-paste exercise every week is now a streamlined, semi-automated pipeline — eliminating manual data gathering, image formatting and text synthesis, and saving around 4 hours of tedious work every single Monday. The process is scalable and secure, and ready for full automation once Vertex AI cloud permissions are approved.

Contact · 04

Let's talk about your data.

Whether it's a single dashboard or ongoing analytics support, I'm happy to start with a short call about what you're trying to figure out.

Emaillinamps (at) gmail (dot) com↗ LinkedInlinkedin.com/in/aline-ventura-almeida↗