about me
Hey! I’m Lesley-Nicholas Vassallo. I’m a data professional with a passion for all things data and customer insights. I currently work as an E-commerce Analyst at Dunnes in Dublin where I focus on providing senior management with customer insights, web analytics, and building Power BI reports.
My career spans across Malta, Melbourne, and now Dublin. Throughout my career I have been responsible for building and optimising Power BI dashboards, building data pipelines, setting up and maintaining web analytics for large enterprise companies, and managing and analysing digital marketing campaigns.
I work primarily in SQL, Python, and DAX, with extensive experience using cloud data warehouses and web analytics tracking to solve complex business problems.
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How I built a Lightweight Web Analytics Tracker
I have used many different trackers in my career and always thought, how does it work under the hood? What would it take to build a simple web analytics tracker myself? Using server-side Google Tag Manager, we can now send data directly to BigQuery. This is a great solution and makes sense for most businesses…
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Understanding User Behaviour with GA4 Data Analysis in BigQuery
Introduction In today’s digital landscape, understanding user behaviour is crucial for businesses aiming to enhance their online presence and optimise performance. Google Analytics 4 (GA4) offers powerful insights into user interactions, and by leveraging the capabilities of BigQuery, we can conduct advanced data analysis to gain deeper insights. Analysing User Sessions In this article, we’ll…
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A Practical Guide to A/B Testing with Google Tag Manager
Welcome to a comprehensive guide on setting up A/B tests using Google Tag Manager (GTM) and Google Analytics 4 (GA4). In this tutorial, we’ll walk through a custom HTML tag script designed to facilitate A/B testing on your website. This script provides a straightforward approach to implementing A/B tests without diving into complex coding. Let’s…
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New Zealand Pie Awards Dashboard
Every year, the New Zealand Pie Awards crown the country’s best pies. Bakers from all New Zealand over compete for gold, silver, and bronze across a range of categories, from the classic steak and cheese to vegan options and sweet treats. It’s a fun part of Kiwi culture which Kiwis take very seriously. Some people…
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Exploring Melbourne’s Public Transport Disruptions: My Data Project
For this project, I dove into Melbourne’s public transport disruptions using data engineering and analysis. I wanted to get a better understanding of disruption patterns across the Metro Trains, Metro Trams, and Metro Bus networks. I built a data pipeline to gather, organise, and visualise data from the Public Transport Victoria API, resulting in a…