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Elkin Barreto Rojas is a seasoned professional in data analysis and marketing effectiveness, currently serving as the Marketing Effectiveness Manager at Bally's Interactive since October 2024. Previously, Elkin held roles as a Data Analytics Manager at Culture Trip, where responsibilities included managing data processes for marketing and sales and leading a significant migration to GA4 and Tealium. As a Data Growth Analyst at Zappyrent, Elkin automated ETLs and developed customer segmentation models, achieving notable cost savings and accuracy in predictions. Earlier experience includes a Business Data Analyst position at InotuchCX, enhancing customer satisfaction and service levels, and a Business Intelligence Analyst role at Bhura Design SAS, where Elkin implemented reporting solutions that significantly improved efficiency. Educational credentials include a Master’s degree in Big Data & Applied Data Science from Northumbria University and an Engineer's degree in Industrial Engineering from Pontificia Universidad Javeriana.