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About

Andrés González Ortega

Actuary · Performance marketing data specialist

Who am I?

I am Andrés González Ortega. I trained in actuarial science at UNAM and am completing the requirements for my degree. Today I work as a performance marketing data specialist at Levely in Mexico City. My actuarial background shapes how I approach that work: what we can measure, what we need to estimate and what information we have to make a decision. By bringing together sales, advertising and digital behavior data, I try to understand the path to a purchase, even when the information is incomplete.

What do I do?

At Levely, I build tools that help the team query data and follow their work. That work led to three articles in September 2026, using fictional examples: how to reconcile what an advertising platform reports with what the business records, check the journey from click to CRM before optimizing, and show on a dashboard up to what time the data is complete. That month, I also made a video about the actuarial equivalence principle with a coding agent and synthetic voice, in about two and a half hours. I built an insurance pricing lab and an app for booking coworking rooms on Cloudflare. In July, I set up gonor.me with email on my own domain. Earlier, I developed SIMA, a life insurance engine covering mortality, reserves and regulatory capital, and an AI assistant that searches the LISF and CUSF and cites the actual text. On the blog, I write about how I built each project, the problems that came up and what I had to adjust.

Where have I worked?

I joined Levely in June 2026 as a performance marketing analyst. I work in growth, or business growth guided by data: I measure the conversion funnel and analyze purchase journeys. That analysis informs go-to-market (GTM) decisions, meaning how to bring a product or service to its audience, through which channels and with which messages. For measurement, I use Google Cloud, Google Analytics 4 and Google Tag Manager. Previously, I was a data scientist at Grupo Gigante from September 2025 to May 2026. There, I developed reports, models and data applications, worked on a data warehouse on Google Cloud with Cloud SQL, Cloud Run and BigQuery, and drove the design of a customer data platform (CDP) for one business unit.

What technologies do I use?

I work with Python, R and SQL to analyze data and build probability and risk models. I have built data platforms on Google Cloud and applications on Cloudflare, and trained a transformer from scratch. At Levely, I also help colleagues incorporate large language models (LLMs) into workflows they define themselves.

Where did I study?

I studied Actuarial Science at the Facultad de Ciencias of the Universidad Nacional Autónoma de México (UNAM) and am completing the requirements for my degree. During my social service at the UNAM Institute of Geophysics, I coauthored a scientific article on predicting eruptions of Popocatépetl.

What certifications do I hold?

I passed Exam P of the Society of Actuaries (SOA) in March 2026. I hold the Databricks Fundamentals, AI Agent Fundamentals and Generative AI Fundamentals accreditations from Databricks Academy, the Google Cloud skill badge “Create ML Models with BigQuery ML” and DataCamp certifications in data analysis and data science.