Muriel Rosario
Data-Driven Analyst | Marketing, Business Development, and Operations Insights
Hi, I'm Muriel!
I’m a data-driven analyst who helps organizations make smarter decisions through funnel reporting, campaign analytics, and business performance dashboards.Currently pursuing my MS in Business Analytics, I specialize in turning complex data into clear, actionable insights across marketing, customer experience, and business operations. I’m proficient in GA4, Looker Studio, Power BI, SQL, and CRM systems.
Core Skills
• Funnel Reporting & Pipeline Performance Analysis
• Campaign Performance Analytics & Paid Media Reporting
• Data Visualization & Executive Dashboard Development
• Attribution Modeling & Lead Source Tracking
• Reporting Automation & Process Optimization
• Data Cleaning, Querying (SQL), and ETL Processes
• Conversion Rate Optimization (CRO) & User Journey Analysis
• Lead Generation Strategy & Customer Lifecycle Insights
• Digital Marketing, Web Analytics (GA4), and CRM Management
Tools & Platforms
Analytics & Data Visualization
• Google Analytics 4 (GA4)
• Looker Studio
• Power BICRM & Funnel Reporting
• Slate CRMData Processing & Automation
• SQL (Intermediate)
• Python (Foundational)
• Excel & Google SheetsSEO & Web Analytics
• Ahrefs
• Google Search Console
📍 Skyline view of Chicago, taken during the 2024 Slate Summit from Skydeck Chicago Willis Tower (Photo taken by me during a professional development conference)
"I had the pleasure of working with Muriel in her role as a marketing analyst, where she consistently brought insight, precision, and a collaborative spirit to every project. She played a key role in tracking funnel performance across all enrollment areas and developed clear, actionable dashboards and reports using Slate, PowerBI, Looker Studio, and Excel."
Carolyn Steigleman
Vice President of Marketing and Communications at DeSales University
Projects
Paid Ads Multi-Channel Performance Dashboard
MBA/MSBA Graduate Program Funnel & Lead Source Attribution Dashboard
QR Code Attribution Dashboard for Print Collateral
"It's a pleasure working with Muriel. She is always upbeat and enthusiastic. Muriel is job focused, but still has time for a smile. Muriel is a conscience person that always looks for ways to improve the product she is working on."
Michael Shawn
Account Executive at Allegra Lehigh Valley
QR Code Attribution Dashboard for Print Collateral
Using GA4 + Looker Studio + Excel to Measure Offline Campaign Impact
Project Overview
To help track the effectiveness of offline print materials, I created a system to capture user engagement through QR codes connected to UTM-tagged landing pages. This allowed our team to attribute digital actions back to specific print placements.
My Role & Setup
✅ Created a custom UTM URL builder in Excel to streamline the generation of campaign links✅ Collaborated with designers and stakeholders to ensure accurate UTM tagging on all QR code placements✅ Designed UTM strategies to track source, medium, campaign, and creative placement✅ Configured GA4 events and custom dimensions to capture QR code scans and engagement✅• Built a Looker Studio dashboard to visualize performance by campaign and print source
Project Goal
• Identified which print materials drove the most engagement post-scan.
• Flagged underperforming collateral, prompting adjustments to messaging and placement.
• Proved the value of UTM tagging and QR tracking for offline attribution, leading to wider adoption.
• Delivered real-time insights to prioritize higher-ROI channels.
• Enabled data-driven discussions with leadership on offline marketing performance.
Dashboard Snapshot
Campaign names and event labels on the report have been blurred to respect internal data privacy and confidentiality.
Tools Used
GA4 • Looker Studio • Excel for UTM Builder
MBA/MSBA Graduate Program Funnel & Lead Source Attribution Dashboard
Using Slate CRM + Power BI to Track Lead Origin and Conversion
Project Overview
This project was developed to help visualize and evaluate the origin and performance of MBA/MSBA program leads from initial inquiry through enrollment. I designed a Power BI dashboard connected to Slate CRM to track lead source performance (Marketing, Organic, Partnership), funnel progression, and conversion rates.To automate reporting, I built a data refresh workflow using Python scripts, Excel (OneDrive), and Windows Task Scheduler.
My Role & Setup
✅ Extracted lead funnel data from Slate CRM, including inquiry, application, and enrollment stages.✅ Used Excel (OneDrive) as a data connector, storing clean exports from Slate to enable automated refreshes into Power BI.✅ Handled all data transformation and calculated metrics directly in Power BI using Power Query and DAX.✅ Automated data updates via Python scripts with scheduled tasks in Windows Task Scheduler for daily refreshes.✅ Designed interactive dashboards in Power BI to visualize lead source breakdown, conversion rates, and enrollment funnel drop-offs.
Project Goal
• Provided leadership with clear visibility into lead origin and conversion performance.
• Identified key funnel drop-off points and conversion bottlenecks.
• Tracked term-over-term trends across marketing channels and lead sources.
• Automated reporting to reduce manual work and improve data reliability.
Dashboard Snapshot
Dashboard numbers, lead details, and origin sources have been blurred to respect internal data privacy and confidentiality
Tools Used
Slate CRM • Power BI • Excel (OneDrive) • Python • Windows Task Scheduler
Paid Ads Multi-Channel Performance Dashboard
Project Overview
This project showcases a multi-channel paid advertising performance dashboard built in Looker Studio. Using mock data, I simulated real-world marketing scenarios to track key performance indicators across Google Ads and Meta Ads. The goal was to visualize spend efficiency, conversion performance, and return on ad spend (ROAS) in a clean, executive-ready dashboard
Tools Used
•Google Sheets (data modeling & mock data preparation)
•Looker Studio (dashboard creation & visualization)
•KPI Focus ROAS, CPL, CVR, Leads per Spend, Revenue
Dashboard Snapshot
Outcome
A professional dashboard designed to provide quick insights into paid ad campaign performance, helping marketers optimize budget allocation and identify high-performing channels.