Active Projects:
Fox Sports
Development of Business Intelligence tools, data analysis, automation, and software for Mexico's leading sports network
At Fox Sports, I merge the skills honed throughout my corporate career (Business Intelligence for media, advanced Excel, and VBA) with the Python/Django programming expertise I've developed as an independent professional. This includes online database data capture via API or Web Scraping, interactive online dashboards, and more.
Business Intelligence reports for Fox Sports cater to the information needs of Programming, Sales, Distribution, Acquisitions, Marketing, PR, and Senior Management.
These reports cover daily content performance, trends, and periodic results (monthly, quarterly, annually), as well as sales opportunities, projections, and special projects—all benchmarked against competitors.
Reports are designed to be concise, comprehensive, interactive, and professionally presented for easy interpretation.
In the TV and media industry, ratings are a fundamental element of the daily work routine. Television audience measurements generate vast volumes of information that require meticulous analysis, processing, and data presentation. Analyzing this information is key to developing content strategies, performing detailed competitor analysis, and, above all, plays a transcendental role in advertising spend distribution.
To achieve this, it is necessary to feed, categorize, and analyze large-scale databases while implementing systems that automate routine reports. These must be flexible enough to respond quickly to ad-hoc requests.
I primarily utilize advanced Excel skills, including VBA macros, pivot tables, and complex functions. Additionally, I use Web Scraping and API queries to retrieve real-time online data.
Audience database by content for both own and competing channels, incorporating proprietary categorizations that enhance analysis (content type, league, team, broadcast type). Advertising investment database in Mexico with custom categorizations to detect opportunities and gain competitive advantages. Future programming database of competitors via an application that collects online information, allowing for proactive strategic actions.
I developed a Django-based web application that tracks real-time tweets from major sports-related accounts and their engagement metrics (Likes, Comments, Retweets, Quotes) via the Twitter API. Data is grouped into customizable categories to consolidate and profile trends over various timeframes, providing a fast and comprehensive view of social media trends. The app is designed to create different 'Universes' (newspapers, political parties, etc.).
Using the advertising investment database for the Mexican market, I developed a vital tool for the sales team. Beyond visualizing key KPIs, the tool identifies brands launching new campaigns for proactive outreach. It also provides an immediate view of which advertisers are spending on competing channels but not on Fox Sports, optimizing commercial strategy through the use of advanced functions, macros, and pivot tables.
