Own measurement & attribution

- Set the business bar for the attribution model and direct its calibration through incrementality tests (geo-lift, synthetic control groups), Brand's impact on lower-funnel metrics, and the eventual build of an MMM.
- Diagnose and close the event, parameter and signal gaps across the stack (AppsFlyer, Firebase, GTM, Meta/Google/TikTok).

2 Design the measurement strategy and connect it to budget

- Turn saturation curves, customer quality per channel, LTV, optimal frequencies and paybacks into a measurement strategy with a documented link to budget decisions.
- Own the quarterly and annual budgeting/forecasting methodology by channel, end to end.

3 Direct the martech platform layer

- Direct the Martech Product Manager's hands-on work on AppsFlyer, Google Ads, GTM, Meta Ads and Firebase analytics; set the bar for signal quality and issue-detection speed.
- Decide what gets escalated to IT — only what requires app/web engineering. This role doesn't build and doesn't operate the platforms day to day; it diagnoses at the strategy level and directs the person who does.





4 Identify core processes worth automating

- Audience pipeline with daily refresh: exclusions, retargeting by funnel status, lookalikes with quality seeds.
- Cross-campaign budget allocation and creative upload/download via API.
- Others — these are examples, not the full list; continuously identify and prioritize further automation opportunities across the marketing/martech workflow.
- For each opportunity, decide jointly with IT whether it gets built in-house or outsourced to a third party.

5 Own the martech roadmap, governance and vendors

- Maintain a single backlog with PRDs, dependencies and owners; prioritize with IT by impact on new customers.
- Define data-order SLAs, document measurement governance, and own vendor evaluation and contracts (CDP, creative automation/analysis tools).

6 Lead and develop the team

- Direct a Data Scientist (measurement, incrementality, budgeting) and a Martech Product Manager (platform execution), each owning the depth of their specialty.

📌 Director of Business Analytics and Martech (Ciudad de México)
🏢 DANIEL LOPEZ BARBA
📍 Ciudad de México