Strategist.
Technologist.
Data Scientist.
Recent Posts
Notebook Thoughts: How 2020 Changed Retail
Retail’s transformation in 2020 is not about new trends but rather it is defined by mass…
Notebook Thoughts: Understanding Headless Commerce
Headless commerce decouples back-end platforms responsible for fulfillment, operations, processes, calculations and data from front-ed platforms…
Notebook Thoughts: Google vs Facebook Ecommerce Solutions
This is simple guide of ecommerce advertising solutions offered by Google and Facebook / Instagram. There…
Notebook Thoughts: The Four Phases of Digital Transformation
A new business paradigm is forming, one that aligns business intelligence, creativity, big data and technology…
Notebook Thoughts: Media Agencies’ Ansoff Matrix
Recently, I was having a conversation with a friend about strategic choices and risks in our…
Notebook Thoughts: Using Social Media to Measure Brand Health
Rather than using sentiment as a proxy for brand health, we should embrace a new model…
Notebook Thoughts: Choosing the Right Algorithm for the Right Problem
There are countless algorithms we can used to mathematically predict an outcome to a business challenge. …
Notebook Thoughts: Using AI to Transform Talent Acquisition
Every HR department and talent acquisition agency knows that in today’s tight labor market it is…
Notebook Thoughts – Measuring the Customer Journey
There are many types of marketing measures that can be applied to a customer’s purchase and…
Notebook Thoughts: Machine Learning for Dummies
Machine learning is an evolving and complex science. If one takes into account all possible scenarios,…
Notebook Thoughts: Understanding Marketing Attribution
Algorithmic or Probabilistic Attribution uses statistics and machine learning to determine the probability of conversion across…
Notebook Thoughts: The AdTech Supply Chain
The AdTech supply chain is complex and constantly evolving. While this diagram is not all…
Notebook Thoughts: The Marketing Technology Stack
DATA – The Data Infrastructure employs a data lake to ensure scalability, speed, and flexibility.…
Notebook Thoughts: A Data Science Approach to Marketing
Why, how, who and what are we trying to solve for? Are we solving a problem…
Notebook Thoughts: The Artificial Intelligence Matrix
The relationship between available inputs and desired outputs will determine the appropriate machine learning or artificial…
Notebook Thoughts: The Modern Marketing Science Team
Today, data science is evolving into a new discipline that I like to call “marketing science.”…
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About Me
A strategist, technologist and data scientist, Pedro has worked with multiple global brands across various industries over his 20-year career in marketing and advertising. Currently, he is the Chief Precision Marketing Officer at Wavemaker. Previously, he held the positions of Chief Data and Innovation Officer, EVP of Performance and Marketing Transformation, Chief Strategy Officer, President and Senior Partner at various agencies and technology companies.
