Jorge Roberto Ahumada Garcia

Jorge Roberto Ahumada Garcia from Coppel, one of Mexico’s largest retailers and banks, dives deep into the intricacies of marketing analytics. He discusses the balance between modern technologies and traditional marketing principles. Topics include the evolving landscape of attribution models and the impact of e-commerce on business growth. Jorge also highlights the importance of human understanding in data analysis and explores the challenges of maintaining analytical credibility, especially with tools like GA4. His insights bring clarity to the complexities of marketing measurement.