Blog

GDPR for startups (based in Spain)
All the information regarding the new GDPR law is diffuse and complex. Furthermore, it is full of formalities and ambiguous. All this, together with the 25th May 2018 deadline, generates concern. The large fines also create uncertainty and relative panic in the startup ecosystem. While it’s true that we’ve had a lot of time to prepare, we all put these kinds of things off until the last minute. The lack of clarity in the definition created a “wait & see” situation. Many waited until others or larger companies acted first.
As a result, this situation led me to investigate on my own. I also asked several experts in the area. In this article, I summarize the most important things that can affect startups. I also adapt the formal language into practical terms. I hope it can help you at least to decrease the uncertainty that this law is generating.
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December, 2021
Paid acquisition channels. Which one should we choose?
A Head of Growth, CMO, or Head of User Acquisition has many responsibilities. One key task involves planning and distributing the company’s marketing budget through different paid acquisition channels. There are plenty of paid acquisition channels to grow our business. If we had an unlimited budget, we would surely try to use all of them. However, marketing budgets are finite regardless of their size. So we should ask ourselves these questions: what’s the best way to distribute the budget? What are the best paid channels to use? In which moment should we choose one or another?
This article does not cover the steps for executing a user acquisition campaign neither does it describes all possible acquisition channels to use. This article aims to help the person in charge of the company’s growth choosing between all different paid acquisition channels based on criteria such as market share or potential market through a simple framework. This model builds on the framework described by Eric Seufert in his article “Brand marketing and performance marketing could co-exist on mobile” which explains the relationship between “performance” and “brand marketing” based on such a model. This article applies to the “mobile app” ecosystem However, you can extrapolate it to other sectors.
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December, 2017
Model and measure the customer lifecycle
Understanding the customer lifecycle is fundamental for product design and customer management (CRM). It helps optimize engagement and, consequently, increase revenue and product sustainability. Plenty of information exists online about the lifecycle and its importance in business and marketing. However, there is almost no information or references about how to measure the customer lifecycle. The little information out there is scarce, theoretical and subjective. Measuring the customer lifecycle reveals the best time to send a promotion. It also shows how much time a customer needs to understand your product. This article aims to provide an objective and practical way to model and calculate the customer lifecycle This helps define and set up marketing and product strategies with better criteria.
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September, 2017
Communication channels for a CRM in Marketing
In a B2C Marketing department, the Marketing Manager manages user acquisition channels. Moreover, the Customer Relationships Manager or CRM Manager manages the communication channels within the customers and final users The final objective is to increase user retention and reduce customer churn.
Furthermore, the CRM Manager should know all existing user communication channels, their context, and objectives. The manager should also know how to measure them, aligning results with the company’s marketing strategy.
The main contexts for the communication with the customers are engagement, customer support and communications for the customer lifecycle management.
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September, 2017
The Experience of Studying an MBA as an Entrepreneur
During a board meeting at Playspace, someone suggested I pursue a Master of Business Administration (MBA). I was not entirely sure what specific knowledge I would gain. Some of it I had already picked up through hands-on experience. However, I believed that living this experience would help me adapt to the company’s growth, overcome my weaknesses, and broaden my business vision. The support of my partners ultimately convinced me to take the leap.
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September, 2016
Online Advertising Players: From Traditional to Programmatic
In a previous article, I explored the relationships between advertisers and publishers in the online advertising market, focusing on pricing models and the risks each one carries. This time, I want to examine the key players involved in the online advertising ecosystem. Specifically, I will look at the actors that sit between the advertiser — the one who pays — and the publisher — the one who displays the ad.
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December, 2015
The Spanish Video Game Industry: Evolution from 2013 to 2015
This post compiles data from the third edition of the White Paper published by DEV, the Spanish Video Game Industry Development Association. The report provides a comprehensive snapshot of how the industry evolved between 2013 and 2015.
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August, 2015
Cohort Analysis: What It Is and Why It Matters
When you evaluate business metrics, you need to understand how they evolve over time for a specific group of users. This technique is called cohort analysis. It helps you track the user lifecycle in your product and spot trends that averages would hide.
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June, 2015
Mallorca Game 2015: Getting Better Every Year
Last year I wrote an article about the second edition of Mallorca Game, and this year was no exception. The dates for this edition — June 19, 20, and 21 — were strategically chosen by the organizers to maximize the event’s impact. They scheduled it just days after E3 in Los Angeles and shortly before Gamelab in Barcelona. This timing alone allowed industry leaders like Gabriel Ortas (producer of Planet51 and a programmer since Spain’s golden age of gaming) and Victor Ruiz (co-founder of FX Interactive and DEV board member) to visit our beloved island for the weekend.
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June, 2015
Internet Fair: Online Games Roundtable Discussion
This week, the Internet Fair takes place at ParcBit and PalmaActiva in Mallorca. The event features countless workshops and roundtable discussions focused on the digital world. Topics range from SEO and social media to online games, marketing, web development, and mobile apps.
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May, 2015