Your data should drive decisions.

I help startups clean, structure, and automate their data — enabling reliable reporting and confident decisions.

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Who I am

I'm Justin, a data and automation analyst based in Metro Manila. I spent years inside a BPO supporting one of the largest U.S. telecom companies, where I didn't just track performance, I built the tools that made tracking possible.Excel dashboards, automated reporting pipelines, SharePoint hubs, incentive calculators, all built under real constraints, for real teams making real decisions. Since then I've taken that same approach freelance, helping a U.S. marketing firm automate their campaign data and building a full CRM and workflow system for an Australian insurance brokerage.I work best when the problem is messy and the expectation is clarity.

What I do

Who this is for

BPO Operations Analytics

As an offshore BPO supporting a major U.S. telecom client, our site had visibility into global Power BI reports but no ability to request or customize what we needed to see. Rather than work blind, I built our own reporting layer using the tools we had: Excel, Power Automate, SharePoint, and Microsoft Forms, pulling data from Power BI exports so everything stayed current. KPIs were already defined by the client, but for operational metrics that sat outside the standard framework, I collaborated directly with the director and senior managers to identify what mattered, agree on the calculations, and build views that actually drove decisions.

The Challenge

The site was part of a global BPO operation supporting a major U.S. telecom client. While enterprise Power BI reports existed, they were managed at a global level meaning the local team had visibility into numbers but no ability to request custom views, drill into what mattered locally, or track the specific metrics that drove their site's performance. Operational decisions were being made with incomplete visibility, and there was no centralized place for leadership to monitor performance, track incentives, or identify issues before they escalated.

The Challenge

The site was part of a global BPO operation supporting a major U.S. telecom client. While enterprise Power BI reports existed, they were managed at a global level meaning the local team had visibility into numbers but no ability to request custom views, drill into what mattered locally, or track the specific metrics that drove their site's performance. Operational decisions were being made with incomplete visibility, and there was no centralized place for leadership to monitor performance, track incentives, or identify issues before they escalated.

How I Helped

Rather than waiting for access that wasn't coming, I built a local reporting layer using the tools available such as Excel, Power Automate, SharePoint, and Microsoft Forms. Pulling from Power BI exports to keep data current without needing direct access. I collaborated with the director and senior managers to identify the metrics that actually mattered beyond the standard KPIs, agreed on the calculations, and built dashboards that leadership could use daily. Deliverables included NPS performance tracking, stack ranking across sites, monthly incentive bonus calculators, compliance monitoring, outlier tracking, and a quick response dashboard. All consolidated into a SharePoint hub accessible to the entire operation.

Stack Rank
Leadership needed a way to compare site performance across divisions without manually compiling numbers from multiple sources. This dashboard gave them a single ranked view of every site's overall percent to goal across Account and Tech divisions updated automatically so the numbers were always current and ready for leadership discussions.

NPS Cohort Dashboard
Customer satisfaction scores were being tracked globally but not in a way that helped the local team act on them. This dashboard broke NPS performance down by tenure group, day of week, and account outlier segments giving coaches and managers a precise view of where promoters were being won and where detractors were being lost throughout the week.

Quick Response Dashboard
There was no visibility into whether quick responses were being completed, how fast they were being closed, or what was driving customer outcomes. This dashboard tracked QR status, closure times, contact rates by day of week, manager performance, root causes, actions taken, and customer responses giving operations a complete picture of quick response activity from start to finish.

Outlier Tracker
Certain accounts consistently underperformed but weren't easy to isolate in the global reports. This tracker flagged outlier accounts week over week, making it easier for managers to prioritize coaching and intervention where it would have the most impact.

Outlier Tracker (Rep Level)
The account-level tracker showed where the problem was, but not who was driving it. This rep-level version drilled down to individual performance, giving coaches a direct line of sight to which reps needed support and what specifically was pulling their numbers down.

Real Time Performance Tracker
Between scheduled reports there was no visibility into how the site was performing moment to moment. This tracker gave operations a live view of key metrics by time block throughout the day, making it possible to spot performance dips as they happened and course correct before the day closed.

Challenger Bonus Calculator
Incentive projections were being calculated manually, which was time-consuming and prone to error. This calculator automated bonus eligibility in real time based on each rep's current performance across weighted metrics, giving reps visibility into where they stood and motivating performance without waiting for end-of-month results.

The Outcome

With a centralized reporting layer in place, the site's leadership team went from chasing numbers across disconnected sources to having a single, automated view of everything that mattered — updated regularly without manual effort.
Here's what that translated to in practice:• Report generation time reduced by 83% through automated pipelines
• Corporate escalations dropped by 60% through consistent daily survey analysis
• Collections improved by 17% and sales by 10% through automated adoption tracking
• Contributed to a 150% revenue increase within six months during the Home Internet product launch
• SharePoint hub actively used by 780 employees across the operationBy building a reporting infrastructure from the tools available without waiting for enterprise access that wasn't coming. The site gained the operational visibility it needed to make faster, more confident decisions and remain competitive across global locations.

Marketing Campaign Analytics

A U.S.-based marketing firm needed better visibility into their campaign performance. Data was scattered, reporting was manual, and there was no single view of what was driving results. I built a Power BI dashboard consolidating campaign data across multiple dimensions campaign type, state, industry, and time period and connected it with Power Automate workflows to reduce manual data processing by 50%.

The Challenge

A U.S.-based marketing firm was running multiple email campaigns across different industries, states, and offer types but had no centralized way to see how those campaigns were actually performing. Data was sitting in MySQL databases and spreadsheets with no single view connecting lead generation, contact rates, open rates, and engagement together. Leadership was making campaign decisions without clear visibility into what was working, what wasn't, and where to focus next.

How I Helped

I built a Power BI dashboard that consolidated all campaign performance data into one place, connected directly to their MySQL database so it stayed current without manual exports or updates.Email Campaign Performance Dashboard
There was no single view showing how campaigns were performing across all the dimensions that mattered campaign type, industry, state, offer, and time period. This dashboard gave leadership a complete picture in one place: total leads, completion rates, contact rates, open rates, bounce rates, and unsubscribes at the top level, with the ability to filter by campaign name, state, industry, offer, and date range. It also surfaced which campaigns and states were driving the highest open rates, and tracked weekly open rate performance over time so trends were visible at a glance.Beyond the dashboard, I implemented Power Automate workflows connecting MySQL, Excel, SharePoint, and Dynamics to automate data transfers that were previously being done manually — cutting manual processing time by 50%. I also enriched and validated over 5,000 marketing leads using Clay, ZoomInfo, and Apollo to improve data quality going into the campaigns.

The Outcome

With a centralized dashboard and automated data pipelines in place, the team went from manually pulling and compiling campaign data to having a live, filterable view of everything that mattered updated automatically without anyone having to touch it.
Here's what that translated to in practice:• Manual data processing time reduced by 50% through Power Automate workflows connecting MySQL, Excel, SharePoint, and Dynamics
• 5,000+ marketing leads enriched and validated, improving data quality and outreach engagement rates by 15%
• Database retrieval speed improved by 40% through better database design for enriched lead data
• Leadership gained a single filterable view of campaign performance across multiple campaigns, states, industries, and offer types — replacing scattered manual reportingBy connecting the data sources, automating the transfers, and building a dashboard that surfaced what actually mattered, the team could make faster and more confident decisions about where to focus their campaign efforts.

CRM & Workflow Automation

An Australian insurance brokerage had a clear picture of how they wanted to operate but no tools to make it work. Client management, policy renewals, and daily tasks were scattered across disconnected systems with no automation and no central visibility. I designed and built a Dynamics 365 Sales Pro CRM tailored to their operations, connected it to their external insurance platform via API so data flowed both ways automatically, and consolidated everything into a single Microsoft environment their team could work from daily.

The Challenge

The brokerage had the structure of how they wanted to operate but none of the tools to support it. Client information, policy renewals, and tasks were being managed across multiple disconnected systems. Renewals were tracked manually in Excel, requiring someone to extract and cross-reference data just to know which clients were coming up for renewal. Their existing cloud-based insurance platform for quoting, binding, and policy management wasn't connected to Outlook meaning the team was constantly switching between tools and managing tasks outside of any system. There was no single place to see what was happening with a client, no automated reminders for critical renewal dates, and no way to ensure compliance steps weren't being missed. Without a centralized system to connect their tools, people, and processes, the team had no reliable way to track what was happening across their client base and no safety net to ensure critical steps weren't falling through the cracks.

How I Helped

The solution wasn't just building a CRM. It was rebuilding how the entire operation ran, from client management to compliance, inside a single connected environment. Rather than forcing the team to adapt to off-the-shelf software, I designed everything around how the brokerage actually worked.CRM Architecture
The foundation was a Dynamics 365 Sales Pro environment built to manage the full client lifecycle accounts, contacts, policies, underwriters, leads, and opportunities all in one place. Custom business process flows were mapped to mirror exactly how the company handles renewals, so every critical step was tracked and nothing compliance-sensitive could be skipped or forgotten. Automated notifications replaced the manual Excel tracking that had been the only safety net for renewal deadlines meaning the team was alerted automatically instead of having to remember to check.External Insurance Platform Integration via API
The brokerage's existing cloud-based insurance platform for quoting and binding operated in its own silo. Client and policy records had to be manually duplicated across both systems creating double handling and room for error. I built API integrations that pushed and pulled data between Dynamics 365 and the external platform automatically, so records stayed in sync across both systems without anyone having to touch them twice.One Environment, One Login
Before this, the team was working across multiple accounts, tools, and platforms. Outlook in one window, their insurance platform in another, tasks managed somewhere else entirely, and a SharePoint site owned by an external party that required separate credentials. I rebuilt everything within the brokerage's own Microsoft tenant connecting Outlook, tasks, the CRM, and a dedicated SharePoint site into a single environment. The team went from constant context switching to opening one tool and having everything they needed in front of them.Lead to Opportunity Automation
Potential clients submitting interest forms were being handled manually someone had to pick up the form, create a lead, and move it through the pipeline by hand. I automated the entire flow so that form submissions were captured directly as leads in the CRM and moved through the pipeline automatically, freeing the team to focus on the conversation rather than the admin.Data Cleaning for Tax Audit Insurance Campaigns
Beyond the CRM build, I also supported the brokerage's outreach operations by managing data cleaning and manipulation for batch email campaigns targeting potential Tax Audit Insurance clients handling between 1,000 and 10,000 rows of data per batch. Each row represented a real recipient, so accuracy wasn't optional. Any error meant an email going out with wrong or missing information a compliance risk the business couldn't afford. What previously took the team up to 4 days to process was reduced to an average of 12 hours, without compromising the accuracy that compliance demanded.