Juan Zambrano

The Right Way to Run Digital

Do a thorough job, and all you'll ever need is a lean team

Throughout my career, I've worked with lean digital-minded companies as well as legacy organizations. In most cases, I've managed to successfully run digital with a couple of teammates, generating far more revenue and driving bigger brand growth than the "non-digital" side. As a digital marketing advocate, I aim for the same . . .

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February 12, 2016

ROA Quantification

Digital analytics is more than just another expense

In the last few years, organizations have been making big investments in digital analytics, but there are still uncertainties about the return on analytics (ROA). While companies are increasing their spend in digital analytics tools and people, we should remember that this only half of the equation. The second half of the digital analytics . . .

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December 01, 2015

Digital Trust: Conversion Improvement

It’s about consumers. People. Not brands

User experience in digital marketing is the equivalent of Massimo Bottura's cooking process. The most essential thing for every web-marketer today is to drive maximum conversion through digital experience. But if this is done without digital trust in mind, people will sniff out fake brands a mile away.

Ten years ago, including . . .

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November 04, 2015

To Be Digitally Successful, Think Beyond Your Role

Use analytical skills to understand the needs of the business

If you put five people in a room and ask for opinions, you will get six different ones – there is always someone that disagrees with him/herself. Creative, technology, marketing, and other groups are offering their views and giving advice to digital about what they should do. At lunches and in break rooms – and during meetings – everyone . . .

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September 09, 2015

The Reality We Ignore About Digital Marketing

Most companies will never achieve digital maturity.

Recently, I finished reading Connect, and thought a lot about the evolution of digital, the control it has given consumers, how social networks connect them, and all the technology we now have to measure and optimize our reach as digital marketers.

It also prompted me to think about process and maturity. Our focus today is more . . .

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July 28, 2015

Digital Marketing Metrics That Matter

You need to identify the duds.

Collecting digital marketing data is magnificent. And, we are storing exceptional amounts of structured and unstructured data from ERPs, CRMs,WCMs, Web Analytics, Social Media, Apps, Sensors, etc. I'm a big believer that all of this data can provide us with insights – IF we focus on the right metrics. But many CxOs make decisions based on . . .

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July 21, 2015

What Employee Surveys Can't Capture

Old-school trench networking still matters.

Over the years, I've filled out a few employee surveys providing feedback regarding what organizations are doing well and what they're missing. Through trial and error, I've figured out something that helped hone my perception of actual overall satisfaction – trench networking. Many leaders forget about what their employees are, . . .

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July 14, 2015