Daniel Roca, Developer in Barcelona, Spain
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Daniel Roca

Verified Expert  in Engineering

Data Analyst and Developer

Barcelona, Spain
Toptal Member Since
June 9, 2022

Daniel has over seven years of experience in data analytics projects. He began his career as a data analytics consultant in multiple industries, creating data-oriented solutions that helped businesses transform and grow. After that, he switched to the tech industry and worked mainly on business intelligence and machine learning projects assisting companies in reaching their strategic objectives. Daniel enjoys helping transform data into the companies' most valuable asset for decision-making.


Tropicana Brands Group
Microsoft Power BI, SQL, Azure, Azure Data Factory
Data Rock
Leadership, Consulting, Data Engineering, Data Science, SQL, Python
Toptal Clients
Microsoft Power BI, Looker, Snowflake, Python, SQL, SharePoint, Reports...




Preferred Environment

Microsoft Power BI, Python, Looker, SQL, Data Visualization, Data Engineering

The most amazing...

...project I've developed is a complex marketing data model and dashboards that integrated more than 10 marketing sources to analyze the company's results.

Work Experience

Power BI Developer

2023 - PRESENT
Tropicana Brands Group
  • Developed a Power BI Premium architecture that enabled the creation of multiple financial, sales, and consumer reports.
  • Created a rate scorecard dashboard for the financial area to understand the current behavior of each of the products sold by the company.
  • Created a priority SKU analysis report to track sales and improve metrics in the US.
Technologies: Microsoft Power BI, SQL, Azure, Azure Data Factory

Data and AI Director

2022 - PRESENT
Data Rock
  • Managed a team of four data analytics consultants to develop healthcare and finance data engineering projects.
  • Developed a web page to position the company and pursue new projects.
  • Obtained a partnership with Microsoft to offer more data and AI solutions.
Technologies: Leadership, Consulting, Data Engineering, Data Science, SQL, Python

Data and AI Specialist

2022 - PRESENT
Toptal Clients
  • Developed a funnel analytics dashboard using multiple sources for a financial marketing company.
  • Developed a data visualization solution for a healthcare company using Power BI, Python, and SharePoint.
  • Created a low-code data analytics e-learning course using Power BI and Power BI Dataflows.
Technologies: Microsoft Power BI, Looker, Snowflake, Python, SQL, SharePoint, Reports, T-SQL (Transact-SQL), SQL DML, Data Queries, SQL Performance, Performance Tuning, User Interface (UI), Data Warehouse Design, SQL Server 2016, Reporting, BI Reports, Communication, Data Analysis, Dashboards, Leadership

Business Intelligence Specialist

2022 - 2022
  • Performed data transformations from credit insurance databases to the Power BI datasets using dataflows.
  • Converted the legacy reports that the company previously used to a Power BI architecture using Microsoft best practices and guidelines to make timely decisions.
  • Created the reporting data models for the credit insurance companies using the available data to answer their business questions.
Technologies: Microsoft Power BI, SQL Server Reporting Services (SSRS), SQL Server Integration Services (SSIS), Data Analytics, Tableau, Microsoft SQL Server, Data Warehousing, Dedicated SQL Pool (formerly SQL DW), Azure SQL Data Warehouse, Reports, T-SQL (Transact-SQL), SQL DML, Data Queries, SQL Performance, Performance Tuning, Data Warehouse Design, SQL Server 2016, Reporting, BI Reports, Communication, Data Analysis, Dashboards

Senior Business Intelligence Consultant

2019 - 2021
  • Developed multiple data transformation tools using Azure Data Factory to create a tax data warehouse for the clients.
  • Built visualization tools to understand the tax behavior of the clients using Microsoft Power BI.
  • Developed machine learning models to predict tax evasion using Power BI dataflows.
  • Contributed to the data analytics team by creating two lessons for the employees as part of their learning path to be certified for Microsoft tools.
Technologies: Microsoft Power BI, Data Flows, DAX, M, SQL, Azure Data Factory, SQL Server Reporting Services (SSRS), SQL Server Integration Services (SSIS), Data Analytics, Microsoft SQL Server, Data Warehousing, Azure SQL Data Warehouse, Dedicated SQL Pool (formerly SQL DW), Reports, T-SQL (Transact-SQL), SQL DML, Data Queries, SQL Performance, Performance Tuning, User Interface (UI), Data Warehouse Design, SQL Server 2016, Reporting, BI Reports, Communication, Data Analysis, Dashboards, Leadership

Data Scientist

2019 - 2019
  • Developed machine learning models to predict churn of customers and prioritize advertising to active clients.
  • Created clustering and lifetime value models to segment clients and offer them better products.
  • Developed restaurant tagging with NLP techniques to perform recommender systems and increase revenues.
Technologies: Machine Learning, Python, Pandas, NumPy, Microsoft Power BI, Snowflake, Marketing Analytics, Data Analytics, Jupyter Notebook, Startups, Reports, T-SQL (Transact-SQL), SQL DML, Data Queries, Reporting, BI Reports, Communication, Data Analysis, Dashboards, Leadership

Senior Data Analytics Consultant

2015 - 2019
  • Implemented a knowledge mining model using Microsoft Azure to identify named entities in existing contracts, identify recurrent contract relations, and provide a visual tool to find contract irregularities.
  • Created ETL processes and data warehouses for the government sector clients to track the budget allocation of more than 1,000 public entities. It helped with their reporting purposes and supported audits and the decision-making process.
  • Implemented machine learning models that predicted project delays and helped clients recognize where to focus and invest their economic resources.
Technologies: Python, Azure, SQL, RapidMiner, KNIME, SQL Server Integration Services (SSIS), Data Analytics, PostgreSQL, Tableau, Microsoft SQL Server, Jupyter Notebook, Data Warehousing, Azure SQL Data Warehouse, Dedicated SQL Pool (formerly SQL DW), Reports, T-SQL (Transact-SQL), SQL DML, Data Queries, User Interface (UI), Data Warehouse Design, Communication, Data Analysis, Dashboards, Leadership

Healthcare Company Reporting Solution

I created the reporting solution for the healthcare company. I began with the data architecture and data modeling of the reporting solution. Afterward, I made the report visualization and relevant KPI related to employee performance, revenues, and referrals.

Data Engineer for Marketing Analytics

I was in charge of creating a set of reports and visuals that would help the marketing team assess the effectiveness of their Google and Facebook advertising campaigns, including all the funnel metrics that would help them be more effective in their financial services. The solution was created using Looker and Snowflake.

Hospitality Pricing Algorithm

I created a data pipeline to extract hospitality data of a Company, and then I modeled the data to assess the price of their rooms at a given time. The output of the data pipeline where some dashboards that recommended the price that the company should ask for their properties based on the historical reservations.

Credit Insurance Reporting Solution

The project involved creating multiple Power BI reports identifying the credit insurance behavior of clients, including their premium value and associated risk. The ETL processes used for the dataset were also created using Power BI dataflows.

My contributions to this project were the Power BI reports and adapting the ETL architecture to Power BI dataflows.

Football Analytics

The aim was to create an end-to-end tool that extracted football results from an API and transformed and stored them to create a data warehouse using Pentaho.

This data warehouse was used as a decision tool to create descriptive dashboards using Power BI and machine learning models that aimed to predict the results of the matches of the main European leagues.

I contributed to this project by defining the architecture, creating the database, implementing the data warehouse, and creating the ETL processes, reports, and machine learning models.

Tax Platform

A whole pipeline of data transformations from Excel files to create a data warehouse with relevant taxing information from many companies in the United States.

After combining the different data sources, we created the data model, reports, and dashboards with Power BI. Finally, embedded Power BI was used to create a web page with these embedded reports that will serve the clients' needs to understand their taxation behavior and design future strategies or amendments.

My contributions to this project were some ETL processes using Microsoft Azure Data Factory and the dashboards with minor Power BI administration tasks.

Machine Learning and Business Intelligence Lessons

Creation of 30-hour lessons with demos to help beginners understand the benefits of using data and analytical techniques that solve various business needs.

These lessons also included a data analytics learning path with Microsoft tools, including Microsoft Azure, SQL Server, and Power BI certifications.

Client Segmentation for Marketing

To better understand client behavior patterns and offer them better advertising, the clients were segmented using a lifetime value (LTV) approach and then clustering techniques using k-Means and DBScan.

With the created clusters, each of these groups received focused advertisements intended to be more relevant for them and increase the app's usage.

Client Recovery ML Model

The project began with all the information of clients that had not used the app anymore. Based on their features, we created an ML model that gave them a score of being active users again after some incentives.

This ML model was used to choose the clients with higher probability and focus the incentives on them to increase the app revenues.

Increase Advertisement Effectiveness

The project scope was to select the best advertisements for the clients. To choose suitable clients for each ad, we developed SQL stored procedures that ran daily. These stored procedures chose the clients based on the variables such as location, age, and previous purchases to identify the best advertisement and the best time to send it.

Data Visualization Analysis for Renewable Energies

The project had two phases. The first one was to extract the data from multiple sources to find all the locations where renewable solar and eolic energy projects could be located.

The second phase consisted of using a data visualization tool to find the best locations based on the characteristics that were extracted.

Data Migration Real Estate Company

The project consisted of migrating the data from legacy systems to SAP. The scope was to ensure that source data was migrated correctly. For this task, we used Rapid Miner to validate the data quality rules expected by SAP tables and create the spreadsheets used in SAP.

Named Entity Recognition and Relationships in Public Contracts

The project's scope was to extract named entities (Enterprises, People, and Locations) from government contracts and create a graph structure to identify recurrent relations in contracts.

Since these contracts are given to the best technical offers, the aim was to identify anomalous behavior.

The approach was to create a Named Entity Recognition using Azure Cognitive Services and to create an interface that displayed the graph of the most recurrent relationships in contracts.

ML Classification for Construction Projects

Diverse machine learning models were created to predict the delays of infrastructure projects in the Colombian government. The approach was to use the historical data in a classification model to predict in the future which infrastructure projects would be delayed based on their descriptors.

The machine learning models were created using Python and the sci-kit-learn library.

Tax Business Intelligence Architecture

The project consisted of updating a government entity's data architecture to find tax evaders. They had legacy systems that were only used to store the data and not to use it for the decision-making process.

We proposed different architecture and business intelligence tools to leverage the data they had and the one they would handle afterward.

Open Data Protocols Architecture

The project defined the structure and protocols for sharing and publishing data among government entities. The main goal was that the inhabitants could access each entity's relevant data to make revisions.

My contributions to the project were to define the data architecture of the sharing protocols and the database design to define how the data would be stored.

Government Financial Performance BI Platform

A data warehouse that extracts financial data from over 800 entities of the Colombian government, models their financial KPI and calculates the level of debt of each one. After consolidating the data warehouse, we created reports that enabled analyzing the data within different dimensions, such as period, region, and source ministry.

My contributions to this project were the ETL processes for the debt data mart. Also, the related indicators and the Power BI reports for this topic.

Brands Financial Compliance Automation

The financial execution of a company was reported using Microsoft Excel. The project consisted of automating the data extraction from the source files to transform them into a standard tabular form that would enable further analysis with a dashboard tool.

VBA Macros were made to develop the data transformations, and Power BI was used to create the dashboards to review the most relevant financial KPI.

Healthcare Company Cost-information Model

The project was to create the cost hierarchy for a healthcare company and a way to better account for costs. This cost structure was based on leading practices for healthcare. The scope of the project was:
• Diagnose the current state.
• Proposed information architecture model.
• Data Governance model.
• Roadmap.

Schedule Review Automation

The project consisted of reviewing a Microsoft Project file representing the SAP implementation for healthcare. The schedule had more than 15,000 activities and more than 80 resources. The main activity was automating the responsibility of delays by using VBA and presenting the information with a data visualization tool.

Machine Learning Regression and Classification Techniques

The project aimed to create different regression techniques from scratch, using Python to allow users to benefit from other techniques and compare the results these techniques gave them depending on the data. The regression techniques implemented were vanilla, lasso, ridge, and robust regression.

Finally, the project included an implementation of a decision tree from scratch used for regression and classification. This implementation's add-on could also be used to plot the decision tree.

Streaming Trending Video Analysis

By using public streaming data and transforming it into a dashboard that could be used to understand the best hours, locations, categories, and content, we achieved a higher probability of publishing videos that became trending videos on the streaming platform.

My contributions to this project were transforming the source files using Python and implementing the reports.

Workspace Security

Using deep learning techniques for image recognition to identify workers' locations in construction sites enabled finding the riskiest places and implementing security measures.

The image recognition framework was based on the state-of-the-art model detectron2 implemented initially by Google.

Image Segmentation for Hurricane Damages

Use of deep learning techniques and specifically a U-Net architecture to segment objects from satellite images. These permitted us to assess the damages from a hurricane that impacted several towns in the United States of America.

Predictive Analytics Business Course

Prepared a teaching sample for a business analytics course that the client plans to launch fully. Since this was just a teaching sample, it is not a complete project. The teaching sample consisted of data integration and cleaning.

Healthcare Reporting Solution

I developed an app that refreshed automatically every day and gave the users the daily tracking of productivity of employees, referrals, staff retention, and turnover, among other relevant KPIs.

I automated the data extraction from SharePoint to Power Query and then to Power BI, and I also automated the scheduled refreshes of the reporting app.

Finally, I managed the user authentication and licensing to enable access only to a portion of users.

Instructor Predictive Analytics for Business Course

This is a 12-hour e-learning course that includes a project, the course content, videos, exercises, and quizzes. The topics included in this course were machine learning (classification, regression, and clustering) with Power BI, time series forecasting with Power BI, and AutoML and Power BI dataflows.

Power BI with API Integration

I integrated a Power BI solution with different APIs and Python code, updating the dashboards with internal data and external learning data and creating a full perspective of the company's position internally and externally at a team and company level.
2021 - 2022

Master's Degree in Data Science and Business Analytics

ESSEC Business School - Paris, France

2010 - 2015

Bachelor's Degree in Industrial Engineering

Universidad de los Andes - Bogota, Colombia

2010 - 2015

Bachelor's Degree in Computer Science

Universidad de los Andes - Bogota, Colombia


Data Analyst Associate



ML Practitioner



Scrum Master

Scrum Institute


Pandas, NumPy, Azure Cognitive Services, Scikit-learn, PySpark


Microsoft Power BI, Power Query, Looker, Excel 2013, Microsoft Excel, PyCharm, Tableau, Visual Studio, Google Analytics


Python, SQL, M, Power Query M, T-SQL (Transact-SQL), SQL DML, R, Snowflake, Excel VBA, C++


Business Intelligence (BI), ETL, Data Science, Database Design, Dimensional Modeling, Scrum


Jupyter Notebook, Azure, Azure SQL Data Warehouse, Dedicated SQL Pool (formerly SQL DW), Pentaho, RapidMiner, KNIME, Databricks, SharePoint, SharePoint 365


SQL Server Integration Services (SSIS), Microsoft SQL Server, Database Architecture, SQL Performance, SQL Server 2016, MySQL, SQL Server Reporting Services (SSRS), Azure SQL, MongoDB, JSON, PostgreSQL


Programming, Machine Learning, DAX, Data Visualization, Data Wrangling, Data Transformation, Data Analytics, Data Architecture, Database Schema Design, Data Migration, Data Engineering, Data Warehousing, Data Analysis, Reports, Reporting, BI Reports, Data Queries, Performance Tuning, Data Warehouse Design, Dashboards, Optimization, Simulations, Monte Carlo Simulations, Data Flows, Statistics, Excel Macros, Data Governance, Big Data Architecture, Clustering, Data Modeling, User Interface (UI), Communication, Leadership, Azure Data Factory, Deep Learning, Time Series Analysis, Marketing Analytics, Decision Analysis, Scrum Master, Microsoft Azure, APIs, Image Recognition, Key Performance Indicators (KPIs), Web Scraping, Facebook Ads, Fivetran, Startups, A/B Testing, Time Series, Predictive Analytics, Consulting

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