I’m Nabil Charaf, a data and measurement specialist based in Paris.
For the past eight years, I’ve worked on the unglamorous part of data that everything else depends on: how events get collected, how they travel through pipelines, whether anyone can trust them, and how they end up driving decisions and campaigns.
Today I’m a Senior Data and Measurement Specialist at Back Market. My work spans the whole data chain: designing how data is collected, modeling and structuring it in the warehouse, making sure it stays reliable and compliant, analyzing what it says about marketing and product performance, and activating it in the tools that act on it. Increasingly, it also means figuring out where AI and agents genuinely help.
Before that, I spent five years as a Senior Data Analytics Consultant at Converteo in Paris, helping companies build their data foundations end to end. That meant setting up reliable collection, structuring data platforms, putting governance and privacy practices in place, measuring what actually drives performance, and turning data into audiences, personalization and better decisions.
I started my career as a data analyst at Disneyland Resort, where I learned the fundamentals: getting data into shape, checking that it could be trusted, and turning it into analyses that operational and marketing teams could act on.
What you’ll find here
Field notes from that work, organized along the data lifecycle:
- Collection: event design, tracking implementation, server-side tagging, identity
- Platform: pipelines, modeling, warehouses, orchestration
- Trust: data quality, governance, privacy and consent
- Analysis: product analytics, marketing measurement, experimentation
- Activation: reverse ETL, customer data platforms, personalization
- AI and Agents: what changes when LLMs and agents enter the data stack
No vendor pitches, no hype. Just what I’ve seen work, what I’ve seen break, and why.
Get in touch
You can reach me through the contact page or on LinkedIn.
Views expressed here are my own and do not represent those of my employer.