Data and Business Strategy

Explores how data shapes business strategy—turning insights into actions, guiding decisions, and driving sustainable competitive advantage.

Recovering Leads in the Era of Spam Strategies and Lessons Learned

Recovering Leads in the Era of Spam: Strategies and Lessons Learned

Reaching the user is no longer just a matter of persistence: it is a real challenge that requires rethinking how commercial contact works. It means moving from generating leads in volume to securing real conversations, addressing the saturation caused by spam and white calls, and applying multichannel strategies capable of recovering contacts, maintaining relationships, and turning what seemed lost into actual sales opportunities.

OKR vs KPI

OKRs vs. KPIs: What to Measure, When, and for What Purpose

Measuring is not about accumulating metrics; it is about making better decisions. In this post, I explain the real difference between KPIs and OKRs, why confusing them ends up burning out teams, and how to use them in a complementary way: KPIs to ensure the health of the business, and OKRs to drive growth and strategy without falling into analysis paralysis.

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.

Why Direct Data Collection Still Matters in a Digital World Post

Why Direct Data Collection Still Matters in a Digital World

In a world obsessed with digital dashboards, we risk forgetting the value of direct, in-person data collection. Big Data and unstructured sources now cover over 80% of daily information, offering unprecedented insights. Yet true advantage comes from the mix: combining digital scale with the nuance of human observation—listening, watching, and reading between the lines.

El Valor Estrategico de la Velocidad Post ENG

Real-Time Data Connection and Activation: The Challenge of Immediacy in Business

In a market where speed is everything, real-time data activation is key to standing out. It enables the personalization of customer experiences, reduces risks, and boosts operational efficiency. However, speed must be balanced with precision: acting without validating analysis can lead to poor decisions. Companies that master this capability not only lead but also capitalize on the lag of those still operating with slower models.