Emilio Lazarte

Senior data analyst in Brasília, writing about measurement, analytics and using AI well.

My day-to-day is digital data: measurement plans, tagging with Google Tag Manager, GA4, BigQuery on Google Cloud, and dashboards in Data Studio and Power BI. I studied business administration, economics and social sciences at the University of Brasília, and I work in Portuguese, Spanish, English and French.

This site is where I follow my curiosity. I test things, especially around data and AI, and share what I find useful, written so that others can use it and check it. My professional background is on LinkedIn.

This is a personal site, driven by my own curiosity and interest in sharing. What I publish here reflects my own views. It is not connected to, reviewed by or endorsed by any organization I work or have worked for, or by their clients, and it is not part of my work for any of them.

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Writing

Newest first. Longer guides are versioned, so older versions stay available for citation.

• Operating AI

  A practical guide to using AI models: specifying tasks, choosing model and effort, checking output, agents, evaluation and security. Every claim is tagged by strength of evidence and linked to its source.

  Guide, version 2.0, September 2026