#DES2026 lleg\u00f3 a su fin y, como ocurre con los grandes eventos, ahora toca analizar, reflexionar y extraer aprendizajes de una semana intensa de innovaci\u00f3n, tecnolog\u00eda y visi\u00f3n de futuro.<\/p>\n\n\n\n
Ha sido un aut\u00e9ntico privilegio formar parte de esta edici\u00f3n de DES \u2013 Digital Enterprise Show y moderar una mesa redonda tan relevante para el presente y el futuro del marketing junto a dos grandes profesionales como Inmaculada Ruiz Rubio<\/a> y Vanessa Delcl\u00f3s Morales<\/a>, a quienes quiero agradecer especialmente su generosidad, conocimiento y capacidad para hacer que la conversaci\u00f3n fluyera de forma natural y enriquecedora para todos los asistentes.<\/p>\n\n\n\n Mi agradecimiento tambi\u00e9n a la organizaci\u00f3n de DES2026 y al Club de Marketing M\u00e1laga<\/a> , ( Ana Roc\u00edo Garc\u00eda<\/a> , Beatriz Mora Flores<\/a>, Pilar Alcal\u00e1<\/a>, Alvaro Castro Espejo<\/a>, entre otros) por confiar en m\u00ed para conducir una sesi\u00f3n que abord\u00f3 uno de los grandes desaf\u00edos que afrontan actualmente los directores de marketing y comunicaci\u00f3n: c\u00f3mo demostrar el ROI real de las campa\u00f1as en una era donde las cookies de terceros y los modelos tradicionales de atribuci\u00f3n han llegado a su l\u00edmite.<\/p>\n\n\n\n Durante el debate hablamos de conceptos que est\u00e1n redefiniendo la profesi\u00f3n:<\/p>\n\n\n\n * La incrementalidad como est\u00e1ndar para medir el verdadero impacto de las acciones de marketing.<\/p>\n\n\n\n * Los modelos de Marketing Mix Modeling (MMM) como alternativa s\u00f3lida, transparente y respetuosa con la privacidad.<\/p>\n\n\n\n * La experimentaci\u00f3n continua como herramienta para tomar decisiones basadas en evidencia y no en intuiciones.<\/p>\n\n\n\n Uno de los mensajes m\u00e1s potentes de la sesi\u00f3n fue que la privacidad no debe entenderse como una limitaci\u00f3n para la medici\u00f3n, sino como una oportunidad para construir modelos m\u00e1s fiables, \u00e9ticos y sostenibles a largo plazo.<\/p>\n\n\n\n Personalmente, como profesional especializado en marketing y comunicaci\u00f3n deportiva, fue especialmente interesante observar c\u00f3mo estas metodolog\u00edas son perfectamente aplicables a un sector donde la gesti\u00f3n de audiencias, el patrocinio, los eventos y la activaci\u00f3n de marca exigen cada vez m\u00e1s rigor en la medici\u00f3n y en la justificaci\u00f3n de resultados.<\/p>\n\n\n\n Desde Marbella, una de las grandes referencias internacionales en turismo, deporte, eventos y desarrollo empresarial, tengo la fortuna de ser testigo \u2014y en muchas ocasiones part\u00edcipe\u2014 en numerosos casos de \u00e9xito donde marketing, comunicaci\u00f3n, deporte y negocio convergen para generar impacto real. Precisamente por ello, debates como el que vivimos en DES2026 son tan necesarios.<\/p>\n\n\n\n Adem\u00e1s, pertenecer desde hace a\u00f1os al Club de Marketing M\u00e1laga sigue siendo una de las mejores decisiones profesionales que he tomado. Rodearse de algunos de los mejores profesionales de la provincia, compartir experiencias, aprender de diferentes sectores y mantener una conexi\u00f3n constante con instituciones como la Universidad de M\u00e1laga, ESIC y otros referentes acad\u00e9micos, nos permite seguir creciendo, actualiz\u00e1ndonos y tambi\u00e9n aportar nuestra experiencia a las nuevas generaciones de profesionales.<\/p>\n\n\n\n Gracias a todos los asistentes que participaron! Seguimos aprendiendo. Seguimos compartiendo. Seguimos construyendo un marketing m\u00e1s transparente, medible y orientado a resultados.<\/p>\n\n\n\n #DES2026 #Marketing #MarketingDigital #ROI #Incrementality #MMM #MarketingMeasurement #CMO #DataDrivenMarketing #ClubDeMarketingMalaga #Malaga #Marbella #Comunicacion #MarketingDeportivo #SportsMarketing #BusinessEvents #Innovation #Leadership<\/p>\n\n\n\n #DES2026 has come to a close, and as with all great events, it is now time to analyze, reflect, and draw insights from an intense week of innovation, technology, and forward-thinking vision.<\/p>\n\n\n\n It has been an absolute privilege to be part of this edition of DES \u2013 Digital Enterprise Show and to moderate a panel discussion so critical to both the present and future of marketing. I had the pleasure of sharing the stage with two outstanding professionals, Inmaculada Ruiz Rubio and Vanessa Delcl\u00f3s Morales. I would like to extend my special thanks to them for their generosity, deep knowledge, and ability to foster a natural, enriching conversation for everyone in attendance.<\/p>\n\n\n\n My gratitude also goes to the DES2026 organizing team and the Club de Marketing M\u00e1laga (Ana Roc\u00edo Garc\u00eda, Beatriz Mora Flores, Pilar Alcal\u00e1, Alvaro Castro Espejo, among others) for trusting me to lead a session addressing one of the greatest challenges currently facing CMOs and communications directors: how to prove the real ROI of campaigns in an era where third-party cookies and traditional attribution models have reached their limit.<\/p>\n\n\n\n During the debate, we explored key concepts that are redefining the profession:<\/p>\n\n\n\n * Incrementality as the standard for measuring the true impact of marketing actions.<\/p>\n\n\n\n * Marketing Mix Modeling (MMM) as a robust, transparent, and privacy-compliant alternative.<\/p>\n\n\n\n * Continuous experimentation as a core tool for data-driven decision-making, moving away from mere intuition.<\/p>\n\n\n\n One of the most powerful takeaways from the session was that privacy should not be viewed as a limitation for measurement, but rather as an opportunity to build more reliable, ethical, and sustainable models for the long term.<\/p>\n\n\n\n From a personal perspective, as a professional specializing in sports marketing and communication, it was particularly fascinating to observe how these methodologies seamlessly apply to an industry where audience management, sponsorships, events, and brand activation increasingly demand maximum rigor in measurement and performance justification.<\/p>\n\n\n\n Based in Marbella\u2014an international benchmark for tourism, sports, events, and business development\u2014I am fortunate to witness, and often participate in, numerous success stories where marketing, communication, sports, and business converge to generate real impact. It is precisely for this reason that debates like the one we experienced at DES2026 are so essential.<\/p>\n\n\n\n Furthermore, being a member of the Club de Marketing M\u00e1laga for years remains one of the best professional decisions I have ever made. Surrounding oneself with some of the finest professionals in the region, sharing insights, learning from diverse industries, and maintaining a steady connection with institutions like the Universidad de M\u00e1laga, ESIC, and other academic leaders allows us to keep growing, staying sharp, and giving back to the next generation of professionals.<\/p>\n\n\n\n Thank you to all the attendees who joined us! We keep learning. We keep sharing. We keep building a more transparent, measurable, and results-oriented marketing landscape.<\/p>","protected":false},"excerpt":{"rendered":" #DES2026 lleg\u00f3 a su fin y, como ocurre con los grandes eventos, ahora toca analizar, reflexionar y extraer aprendizajes de una semana intensa de innovaci\u00f3n, tecnolog\u00eda y visi\u00f3n de futuro. Ha sido un aut\u00e9ntico privilegio formar parte de esta edici\u00f3n de DES \u2013 Digital Enterprise Show y moderar una mesa redonda tan relevante para el 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lleg\u00f3 a su fin y, como ocurre con los grandes eventos, ahora toca analizar, reflexionar y extraer aprendizajes de una semana intensa de innovaci\u00f3n, tecnolog\u00eda y visi\u00f3n de futuro. 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