Quick answer: Alek Serro is Data & Analytics Lead at MADA, a TikTok Shop Official Partner agency in the United States. Seller Center reporting, margin modelling and what actually moved.
Data & Analytics Lead
Seller Center reporting, margin modelling and what actually moved.
What does Alek do at MADA?
Alek Serro puts numbers behind the decisions the rest of the team makes. He works from TikTok Shop Seller Center reporting and Kalodata to model contribution margin per SKU — which is what sets the ceiling on any commission rate — and to separate creators who are genuinely incremental from those riding demand that already existed. He is also the person who checks whether a month's growth came from the work or from seasonality, which is the difference between a repeatable tactic and a coincidence, and he builds the reporting clients see so the figures in a case study trace back to Seller Center rather than to a slide.
Areas of focus
- TikTok Shop analytics and Seller Center reporting
- Kalodata
- Contribution margin modelling
- Incrementality and attribution
- Creator performance analysis
Talk to an official TikTok Shop partner
Tell us your category and where you are today. We will tell you straight what TikTok Shop can do for you — including when the answer is that it is not worth it yet.
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