📊 Business Analytics & Revenue Intelligence

Cesar Arturo
Sanabria Céspedes

Turning data into business decisions

Revenue analytics, funnel intelligence, CRM strategy, and executive reporting — built for organizations that need to understand their growth.

7
Real cases
57+
BI Pages
150+
DAX Measures
3
Institutions
View Projects → Skills & Tools
24
Pages — SISE (flagship case)
40+
DAX Measures — SISE
3
Advanced DAX patterns
1
Zoho CRM Integration
5
Star schemas designed
Professional Profile
Cesar Sanabria
Cesar Arturo Sanabria C.
Business Analytics & Revenue Intelligence

From data to
business impact

I'm a Business Analytics specialist with deep experience in the Latin American education sector, having built production-grade analytics solutions for institutions like UPC, Universidad Norbert Wiener, and SISE.

My work goes beyond dashboards — I design data models that support multidimensional analysis, write advanced DAX with real time intelligence, and integrate external data sources like Zoho CRM directly into the semantic model.

I understand the business: I know what the difference between a lead and an enrolled student means, why CR Lead→Applicant matters more than lead volume, and how to quantify the impact of a gap vs. target in terms of lost applicants.

📊 Power BI Desktop 🔗 Power Query (M) 🐍 Python 🐼 pandas 📐 DAX ⭐ Star Schema ☁️ Zoho CRM 🤝 HubSpot 🗄️ SQL 📋 Excel
📐
DAX & Modeling
Advanced DAX
Star Schema
Time Intelligence
🎨
UX / BI Design
Visual Design
Drill-through
Custom Tooltips
🔄
ETL / Power Query
Power Query M
CRM Integration
Python (pandas)
💼
Business Domain
Acquisition Funnels
Commercial KPIs
Revenue Analytics
Implemented DAX Patterns
SAMEPERIODLASTYEAR DATESYTD DATESBETWEEN ULW (TODAY-7) DATEADD ALLSELECTED + MAX Impact Measure WEEKDAY cutoff
Real use cases

5 Power BI production reports

All cases are real reports built for top educational institutions in Peru. Each has its own data model, advanced DAX logic, and UX design tailored to the business.

🔒 Screenshots show the structure and design of real reports. Numerical data has been intentionally blurred to protect institutional confidentiality.
Strategy & Operations

CRM & Revenue Operations

Beyond analytics — designing the commercial infrastructure that makes data actionable.

How I work

End-to-end BI Methodology

My process ensures every report is accurate, scalable, and useful for decision-makers — not just for the builder.

01
🎯
Business Discovery
I identify critical business questions before opening Power BI. What decision is this report driving? Who uses it? How often?
02
🔍
Source Audit
I evaluate quality, granularity, and refresh rate of each data source. CRM, ERP, Excel, APIs — each has its own risks and required transformations.
03
⭐
Model Design
Always star schema: one normalized fact table and conformed dimensions. No unnecessary snowflake models, no dimension columns in fact tables.
04
📐
Semantic DAX
Measures are named the way the business talks. I use variables for readability, separate base measures from calculated ones. Inline documentation.
05
🎨
User-Centered UX
Drill-through for granular analysis, tooltips for context without navigating, hidden pages for internal logic. Users see only what they need.
06
🔄
Continuous Iteration
Innovation modules document changes with their measured impact. Source control with PBIP/TMDL to version the semantic model as code.

BI Design Principles

🎯
One metric, one definition
Each KPI has a single source of truth. If "Lead" means different things in each report, the business can't trust the data.
⚡
Performance before features
A report that takes 30 seconds to load is a report nobody uses. I optimize the model before adding complex visualizations.
📖
Readable DAX = Correct DAX
If I can't explain a DAX measure in 2 sentences, it's probably doing too much. Always simplify and document.
🔐
Row-Level Security by default
In multi-location or multi-channel reports, I implement RLS so each advisor or manager sees only their scope. No RLS = not a production report.
📱
Mobile-aware by design
Managers check dashboards on their phones. I design for 1640px but verify critical KPIs are readable on small screens.
🏗️
Source control with TMDL
The semantic model lives in git as TMDL files (PBIP format). DAX measures are code, not data — they need version history.
Available for new projects

Let's talk about your
next analytics challenge

If you're looking for an analytics partner who understands the business — not just the tool — I'd love to hear about your challenge.

✉️ carturosanabriacespedes@gmail.com 💼 LinkedIn 🌐 portafoliobi.netlify.app
Available for freelance projects and BI positions