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Attribution Incrementality Post

Attribution, Incrementality, and Other Performance Myths

For years, digital marketing has measured performance using metrics that gave a false sense of control. Many attribution models and ROAS figures were accepted at the time without much scrutiny over their accuracy, even in large companies with surprisingly manual processes. But understanding incrementality—what we actually generate by making a change and wouldn’t have achieved by leaving things unchanged—is crucial to avoid confusing activity with real, measurable impact.

Entre embudos y decisiones humanas Post

Between Funnels and Human Decisions

The funnel was never a snapshot of reality, but a tool to model and organize our actions with potential customers. Simply measuring and automating can lead to mechanical marketing. By contrast, recognizing patterns, accelerated stages, and human unpredictability allows the funnel to be used as a more powerful tool, balancing efficiency with understanding.

Pasado Presente Futuro Toma de decisiones

Strategy Also Has Memory

Nostalgia may not help us manage the past, but it does help us understand it. In strategy, looking back isn’t a melancholic gesture — it’s a way to recognize patterns that return under new names. History doesn’t repeat itself, but it rhymes. Incorporating that retrospective lens turns the SWOT into more than just a diagnosis: it becomes a tool for projecting with memory.

Linkedin Post 1

The Transformation of LinkedIn: From Digital Résumé to Emotional Stage

LinkedIn was born as a professional network, but its evolution into a content platform has shifted the focus from merit to narrative. The profile has given way to the persona, and technical discourse now coexists with an emotional tone more typical of leisure-based social media. It was never mandatory for every platform to become social; perhaps the true competitive advantage today lies in reclaiming credibility in how we stage our presence.

Sabiduria que no aporta beneficio al sabio

How terrible is wisdom that brings no benefit

In many organizations, senior professionals anticipate risks and consequences thanks to their experience, yet they are not always heard. When their warnings are ignored, what they predicted inevitably happens. Experience cannot be transferred or replaced by technology; modeling scenarios and anticipating problems is a strategic asset that, if wasted, makes wisdom truly terrible.

Branding Doesnt Fit on a Screen

Branding Doesn’t Fit on a Screen

The digital ecosystem offers countless devices and apps that make access easier, but that very uniformity has diluted the strength of many brands. DNVBs and other leading brands saw it clearly early on, showing that physical spaces—stores, showrooms, and events—remain essential for creating connection through the development of a concept and the crafting of a narrative that screens alone cannot deliver.

Bus driver Truman Show

The Truman Show

Building a team without knowing what is truly needed is like going to the supermarket without a list: you might come back with good things, but you won’t be able to cook a coherent meal. Defining objectives, salary limits, and key roles—both internal and outsourced—is the manager’s responsibility. The question is: is everyone prepared for this? The rest is chance…and trusting that the bus driver will know how to steer the ship if the helm ever falls into their hands.

Startup nos hacemos mayores Post

Are We Growing Up?

When does a startup stop being one? Beyond age or revenue, the answer lies in factors such as profitability, business model validation, internal structure, and market perception. In this post, I explore the metrics and signals that mark the transition from exploration to consolidation—and how the “startup” label can sometimes serve as a refuge from the demands of real growth.

Marketing and Sales A Marriage of Convenience in B2B

Marketing and Sales: A Marriage of Convenience in B2B

In B2B environments, the relationship between marketing and sales isn’t always a harmonious one. Their level of alignment depends on internal balance, corporate culture, and, in many cases, the particular dynamics of the industry itself. In this post, I explore how to strengthen collaboration between both teams, which metrics to share, and how to establish feedback processes that enhance message coherence and commercial effectiveness.