Praise Mexico has incorporated Rodrigo Martín as CEO in Mexico to advance its Data Driven strategy, where they accompany companies and e-commerce to generate business through digital channels. Rodrigo Martín is a professional with extensive experience in digital strategy, always starting from a very strong focus on the analysis and use of data and experience. in the areas of Business Intelligence, CRM and performance, both on the ecommerce and agency sides, and with extensive knowledge of the Mexican market after more than eight years generating an impact on the business of clients such as MAPFRE, Rolex, Grupo Posadas , Pepsico, GSK, Sura or Volaris.
Rodrigo Martín has always been closely linked to the world of Data with a focus on results, beginning his career in the field of e-Commerce as Business Intelligence, and responsible for channel profitability, investments and CRM strategy.
His jump to the provider side in Mexico also revolved around the Data area, especially in attribution models, Path to conversion and omnichannel attribution. His profile focused on Data Driven to boost customer sales, both online and offline, is key to this new stage of the agency.
According to Rodrigo, we are experiencing important changes that are affecting us in a very significant way. Digital marketing has become an essential tool for many companies looking to attract customers and increase their sales. However, the costs of acquiring traffic on advertising platforms such as Meta (formerly Facebook), Google and TikTok have grown significantly in recent years, creating challenges for companies that rely on these platforms to attract new customers, especially e-commerce.
From praisewe are working on creating Data Driven Strategies that help us, thanks to the efficient use of data, to make investment in said channels more efficient.
“At Elogia we are committed to maximizing results for our clients and these tools make us advance significantly towards it.”
Taking advantage of the increasing amount of data available, segmentation and clustering have become essential tools to maximize the return on investment in Digital Marketing.
For this, we are working on different models such as the RFM (Recency, Frequency, Monetary Value). This model is based on three key metrics that are used to classify customers: recency, that is, when was their last purchase; the frequency, that is, how often they buy; and the monetary value, that is, how much money they spend on each purchase. By combining these metrics, different customer segments can be identified, such as high-value frequent customers, inactive customers, among others.
The other lever that the organization has implemented this year is advanced measurement and attribution, in order to optimize campaigns with greater reliability. For example, We are working so that all our clients use the Server to Server measurement, which brings great benefits to the measurement.
Lastly, to be more efficient in our marketing strategies, we are working on new investment optimization models advertising such as Marketing Mix Modelling, by the hand of Kraz.ai, a company of our group (Viko Group) expert in Analytics, Big Data, and Artificial Intelligence.