Topic
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.
A single blended LATAM number can look healthy while one country carries it and another quietly drags. How to split the report before deciding where budget goes.
50% of Mercado Libre Peru revenue already comes from small businesses, per GfK. What buyer data stays on the platform and never reaches the seller.
Per INEGI, the urban-rural gap in online purchases in Mexico is 20.9 points, bigger than the gap in internet access (13.7 points). What it means for a campaign.
The driver fixes the address to deliver, but the fix rarely reaches the order system: why the same delivery fails again on the customer's next order.
In Peru, 701,000 businesses sell through social media with no checkout of their own. What happens to the order when it only exists in an Instagram chat.
In Peru, 58% already use digital wallets, but over 70% of small-business sales still happen in cash. Here is what data gets lost in each one.
Argentina's 2025 Cyber Monday booked $639 billion pesos with the highest average discount since 2021. How to separate more customers from more discount.
In Peru, Lima holds 55% of home internet connections. The rest got online through phones, not broadband. What that means for your campaigns.
Redemptions and participation rise even when a program changes no purchase at all. The five-step method and holdout design we presented at LOMA 2026.
This is what we do for clients on this front:
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