Archive | Hugo Sánchez Nieto

More work

Complementary work ordered by professional usefulness: growth, CRM/BI, forecasting, multivariate analysis, privacy, and methodological cases.

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Growth & activation

Zara Pre-Owned, Konverting.io, Publicis Commerce, and CUPRA: strategy, acquisition, and go-to-market.

CRM, BI & governance

Cases covering customer data, sales reporting, dashboards, and applied privacy.

Quantitative methods

Forecasting, probabilistic models, factor analysis, and dimensionality reduction.

Work type

11 visible projects

Each row summarises type, area, method, tools, and evidence before opening the case.

No.SummaryMethodEvidence

Zara Pre-Owned: Circular Business Model & Customer Insights Strategy

Academic group projectInnovation · Sustainability · Consumer Insights

Group project where we analysed a circular retail platform through a 53-response Gen Z survey, focus group, social listening, and Lean Canvas to extract insights on adoption, barriers, and digital activation.

Tools

Google Forms / Social listening / Lean Canvas

Techniques

Social listening · Survey · Focus group

Evidence

5384,9 %

Circular strategy + customer insights

B2B SaaS Growth Strategy for Konverting.io

Academic group projectGrowth Marketing · B2B SaaS · CRM Analytics

Group project where we structured a B2B SaaS acquisition strategy using buyer personas, funnel mapping, social ads, webinars, nurturing, and CAC/CLV/churn metrics to guide growth.

Tools

LinkedIn Ads / Meta Ads / Webinars

Techniques

Buyer persona · Funnel mapping · LinkedIn Ads

Evidence

100.000 € · Projected240.000 € · Projected

Growth strategy + SaaS unit economics

Localized Landing Page & UX Strategy for Publicis Commerce Spain

Academic group projectUX · CRO · Digital Analytics

Group project where we designed a Spain-localised landing page using market analysis, buyer personas, wireframes, WordPress/Divi, and a measurement plan to improve B2B commercial clarity and conversion.

Tools

WordPress / Divi / Google Analytics

Techniques

Market analysis · Buyer persona · Wireframes

Evidence

3Diaria / semanal / mensual

Localised landing + measurement plan

Digital Media Planning & Lead Forecasting for CUPRA Raval

Individual academic projectMedia Planning · Lead Generation · Automotive / Mobility

Individual project where I planned a digital campaign for CUPRA Raval using visit, lead, CTR, CPM, CPL, and activation-phase targets to project investment, conversion, and measurement.

Tools

Google Display & Video 360 / GA/UTM logic / Awin-style affiliate planning

Techniques

Media planning · Lead forecasting · CTR / CPM / CPL

Evidence

70.000 € · Projected21M · Projected

Media plan + lead forecast

CRM-to-CMP Customer Data Strategy for Zara

Individual academic projectCRM Analytics · Customer Data · Omnichannel Retail

Individual project where I analysed a simulated 50-customer Zara CRM dataset through segmentation, channels, ticket, satisfaction, and comments to propose a customer-data capture and activation strategy towards CMP.

Tools

Excel / CRM dataset / K-means logic

Techniques

CRM analysis · K-means clustering · Customer journey

Evidence

5055,69 €

CRM diagnosis + CMP strategy

Sales Performance BI Dashboard

Individual academic dashboardBusiness Intelligence · Sales Analytics

Individual dashboard where I analysed sales by periods, departments, and sales reps using Power BI/Excel and performance KPIs to support executive reading and commercial monitoring.

Tools

Power BI / Excel

Techniques

Dashboarding · Commercial KPIs · Sales segmentation

Evidence

Sales BI dashboard

Seasonal ARIMA Forecasting of Ozone Concentration

Individual academic projectForecasting · Time Series · Business Planning

Individual project where I modelled a monthly ozone-concentration series using Stata, Box-Jenkins methodology, and SARIMA to generate forecasts with residual diagnostics and uncertainty intervals.

Tools

Stata / .do script

Techniques

Box-Jenkins · SARIMA · ACF / PACF

Evidence

21612

SARIMA model + 12-month forecast

Probabilistic Modelling for Business Data

Methodological academic workProbabilistic Modelling · Business Analytics

Academic work where I compared distributions and probabilistic models using R, maximum likelihood, and fit criteria to interpret uncertainty and business-data structure.

Tools

R / fitdistrplus / glmmTMB

Techniques

MLE · Goodness-of-fit · AIC / BIC

Evidence

3092.894,9

Probabilistic model comparison

Dimensionality Reduction & Factor Analysis in SPSS

Academic workMultivariate Analysis · Market Research

Academic work where I applied PCA and exploratory factor analysis in SPSS to identify latent dimensions, reduce variables, and interpret useful patterns for market research and business analysis.

Tools

SPSS

Techniques

PCA · Exploratory factor analysis · KMO

Evidence

Interpreted multivariate analysis

GDPR Data Governance Review for Maquillados Martínez

Individual academic workData Privacy · Governance · Digital Ethics

Individual academic work where I evaluated data processing, consent, cookies, and automated profiling under GDPR to extract governance risks and recommendations.

Tools

GDPR framework / AEPD criteria

Techniques

GDPR analysis · Consent audit · Legal basis mapping

Evidence

25/05/2018Art. 6

GDPR risk diagnosis and recommendations

Sales BI Dashboard Structure & KPI Evaluation

Individual academic work / dashboardBusiness Intelligence · Sales Analytics · KPI Reporting

Individual academic work where I evaluated the structure of a sales dashboard with period filters, department billing, ranking, and salesperson performance to support sales reporting.

Tools

BI dashboard / Excel/Power BI-style logic

Techniques

Dashboarding · KPI hierarchy · Sales analysis

Evidence

Sales dashboard structure