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Raquel Serrano is a seasoned digital analytics professional with extensive experience in web analytics, conversion rate optimization (CRO), and e-commerce management. Currently serving as a Senior Web Analyst and CRO at LYNX, Raquel has implemented Google Analytics 4 across multiple websites and standardized naming conventions for event tracking. Previously at Philips, Raquel held the role of Europe B2B E-commerce Activation Manager & CRO, focusing on direct-to-business (D2B) executions and customer engagement strategies. Raquel's background includes digital consultancy roles at various companies, such as Making Science and Click&GoHolidays, with expertise in audience segmentation, content personalization, and A/B testing. Raquel's educational credentials include a Master's in Web Analytics and several specialized courses in digital marketing and programmatic advertising.