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Jesús Martín Calvo
Data and Measurement at Google | Marketing Analytics Speaker, Professor
Jesús Martín Calvo is a dynamic professional with a strong passion for actualizing ideas through digital transformation, marketing analytics, and advertising.
With a diverse background spanning sales, strategy, consulting, and product development, Jesús started his career at Google Spain in 2010 as a business analyst, later pursuing an INSEAD MBA in 2014.
Upon completing his MBA, he joined The Cocktail in 2015 to lead the Data and Analytics team before rejoining Google in 2018 in roles focusing on measurement, attribution, and eventually overseeing the Data and Measurement team.
An experienced educator, Jesús has been teaching at various business schools since 2010 and currently conducts courses on Marketing Analytics in postgraduate programs.
Throughout his professional journey, he has empowered companies of all sizes and industries to leverage data as a competitive advantage, optimize marketing and sales strategies, and embrace customer-centric approaches and technologies.
Skilled in team building and leadership, Jesús has successfully managed teams of over 30 individuals and spearheaded the development of new business lines.
Highlights
Creative 🦄 is one of the main effectiveness drivers. In marketing campaigns of any kind, choosing the right product, offer, brand, brand artifacts, message, following best practices on the format are some of the most important elements of success. Including these factors in your MMM is crucial but not obvious.
Third party cookies 🍪 will not help you get better at this but it is relevant to understand what's happening.
Testing, experimenting and working collaboratively will definitively help you improve effectiveness through creative. Also using the best brand measurement options available is key for a good performance.
These are some of the topics Pablo Perez and I discuss in the last edition of Quantified Nation 📐.
We also include a must read book for the summer which will help you understand how brands grow and use it to boost your marketing effectiveness. Can you guess the name of the book?
We hope you enjoy reading as much as we enjoy writing! 📈
Some reflections from a summer night:
"Informed consent" is a very intriguing topic. Regulations across the globe use it but most people don't know what they accept when clicking "Accept cookies".
Most people don't care about privacy as long as they are happy with the products and services they receive. However, privacy and data protection are essential for other fundamental rights such as free speech.
Education on privacy is still a missing piece while everyone wants more AI.
Also, it leaves more on the table for companies selling "privacy", going after people willing to buy products and services so once you buy and use them, you think you will be fine.
I explored some of these topics on my TEDx talk (in Spanish) called "Aceptamos cookies" where I talk about the topic for a broader audience beyond marketing and data professionals.
