Data and measurement for growth teams

Data and measurement

The most expensive conversation in any marketing team is "why does this number not match that one?". You answer it once, by defining where each metric comes from and which system is the source of truth. Then you decide.

We write about CDPs, events, identity, attribution and dashboards, always from the practical side: what to track first, what can wait, and which implementation mistakes cost months of unusable data.

Articles

Data & measurement September 15, 2026 2 min read

Cart abandonment in Mexico: the four reasons behind the 84%

84% of online shopping carts in Mexico get abandoned before checkout, per AMVO. Four different reasons call for four different responses, not one generic email.

Data & measurement September 4, 2026 3 min read

Acquisition, conversion or retention: how to find where your problem is

Before raising ad spend, confirm whether the problem is acquisition, conversion or retention. Three simple numbers separate the three.

Data & measurement August 26, 2026 3 min read

Sales closed on WhatsApp and paid via Yape: why your campaign misses them

In Peru, a large share of small sales close on WhatsApp and get paid through Yape or Plin, outside any checkout. How to recover that sale for your ad reporting.

Data & measurement August 24, 2026 2 min read

LTV with high inflation: the number that grows even when customers do not spend more

In Argentina, LTV in local currency rises on its own, carried by prices. How to separate real customer value from inflation noise, cohort by cohort.

Data & measurement August 24, 2026 2 min read

Attribution models: why last click is lying to you

Last click gives all the credit to the channel that closes and none to the one that created the demand. What each model rewards and which one fits your decision.

This is what we do for clients on this front:

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