Data and Business Strategy

Examine how data analytics must shape business strategy, turning isolated metrics into high-impact actions. Discover how to lead data-driven decision-making to build a competitive advantage, while analyzing when data illuminates the path and when information overload leads to analysis paralysis.

Between Theoretical Rigor and Business Reality

Between Theoretical Rigor and Business Reality

In many companies there is a tension between theoretical rigor and real-world applicability. Models help bring structure, but their value lies in how they translate into actions that impact the business. Organizations expect results, not models. This article explores this friction, using the Buyer Persona as an example to examine the boundary between useful analysis and operational noise — and how an excess of theory can pull us away from what truly matters: selling more and selling better.

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.