Original subtitles

Influences

In this lesson I wanted to tell you about my influences.

My first influence is the book "Factfulness", by Hans Rosling.

This book is super interesting because it talks about the ten reasons

why things are better than you think.

It is a book that shows, with data,

the different perceptions we have about the world

and talks about poverty, natural disasters,

vaccination, education, etc.

The author was a Swedish physician and popularizer

who worked in various organizations worldwide.

In addition, he gave various TEDx talks.

The book is full of graphics.

As you can see in this first one,

the author divides the world into different levels.

The one, two, three and four.

In addition, in this graph we can see the income and life expectancy

and how different countries develop at the levels.

This graph seems very interesting to me

because we can interpret the data differently

we are used to.

The size of the circle represents the population volume of that country.

And, the further to the right,

greater is the number of income of the population.

The higher it is, the more life expectancy.

This is very interesting

because we see the data in a differentiated way.

Also, throughout the entire book

we can see different shapes and different graphs.

In addition, the author begins with a very interesting test

in which we see several questions

that may be evident to us

and that we can be very wrong.

The book is about

on how to interpret the data correctly.

In this graph we can see

the average of results in mathematics.

In this axis we can see the results in mathematics

and in this one here we see the timeline.

This means that, over the years,

men and women have obtained these scores.

If we look at it this way, this graph represents

that there is a very large gap between men and women.

If we go to this graph, we see that they are the same results,

however, the gap between men and women

it is much less.

The difference between these graphs is how we view the left axis.

If we see here, we have much less distance than here.

Therefore, the gap is larger than in this graph.

However, they are the same data and the same values.

Therefore, the perception is different.

If we see in this other graph

which has exactly the same data,

However, here we see the data for a specific year, 2016.

Here we see how the score is on the X axis

and how the score of women and men

is more or less similar

depending on what time and range they are in.

Therefore, the perception between the two graphs is different.

If we see this same graph

with the same data from this year, 2016,

we see that the math scores are on the x-axis

and during 2016 women obtained this score

and men are.

Therefore, this gap

it is not as big as in these other graphs.

This means that, it depends on how we interpret the values,

we can obtain some results or others.

As you can see, perception depends a lot

how you interpret the data and how it is shown to you.

That is why I am very interested in this book

because it has many graphs that represent this type of data.

This has inspired me to write different posts

and to interpret the results of my clients

differently.

In which I explain how to interpret different data

focused on performance of advertising campaigns.

Now I'm going to show you different websites of people who have inspired me.

One of those people

The one who has inspired me the most in marketing is Ana Kostic.

We met in a Telegram chat called Marketineo, which still exists

and it can be very interesting that you ask to enter.

It is a forum type chat where you can ask questions

and find out the latest news

of the multi-channel marketing industry.

Analytics, SEO, development, social networks ...

One of the channels where I met Ana

it was the digital advertising one.

I found your responses and interactions super interesting.

In addition, Ana is a person who has read a lot

and has a great knowledge about remote work,

business organization and work tasks.

This is because it has its own advertising agency.

together with your partner and partner,

who is dedicated to SEO professionally.

Their agency is called Bigmomo and they cover the entire spectrum

of positioning in digital marketing.

To me everything that is to organize better

to be more efficient I am very interested,

since it is not easy to manage so many campaigns, channels and clients

if you don't structure yourself well.

Ana has the work processes studied millimetrically

And it has taught me a lot to make the most of my time.

For this, for his great humility and what a great person he is

I recommend that you follow her on Twitter.

Another of my biggest influences is Albert Berlanga.

From my point of view, he is the person who knows the most

of online advertising around the world, without exaggeration.

As a developer, you have some technical knowledge

leading to very complex implementations.

In addition to being a teacher in various schools,

has its own advertising agency, Internectia,

where have you worked

with very important clients and well-known brands.

In addition, Albert publishes very interesting topics

that often go unnoticed,

but he has the great ability

to detect that they are of utmost importance.

Another essential to follow on Twitter,

which is where this information is published the most.

What inspires me about Albert is his ease

to help you in any situation

and answer any questions at any time.

It is a man's love.

As you can see, for me, humility is a very important factor.

For me it is very inspiring

surround myself with people of good will and integrity.

My next influence is Ricardo Tayar.

Despite being the only one of my influences that I do not personally know,

I think he is a person with very clear things

and can be trusted.

It has a multitude of presentations related to usability,

analytics and improvement of web conversion,

that I strongly advise you to see.

He also has a great reference agency, Flat 101,

where they work with super powerful clients.

In addition, each year they publish a super interesting conversion study,

that will serve you a lot,

since it has specific e-commerce sections that you will want to read.

What I love about Ricardo

It is his way of disseminating in congresses,

always very organized and rigorous.

I think his work is always impeccable.

Another reference for me is Arturo Marimón.

It is like a father or an older brother.

It has an anti-agency of SEO, CRO and digital marketing

called AM Consultores.

And I say "anti-emergency" because it is against

of the working methods of the agencies to use.

For him it is important

accompany the person you work for

as if he were one of the team and he's great at his job.

He is also a speaker at various conferences

where he shares very interesting information about the branches of SEO,

as content strategies,

web optimizations to improve conversion

and boost sales,

organic positioning strategies, etc.

He has given presentations at various conferences

in learning what he talks about.

In addition, he is the director of the Master of SEO / SEM at KSchool,

a specialized school

in organic and paid positioning,

where I also teach various subjects.

In this master we teach in a deeper way

the most effective tools and strategies

to be able to carry your business forward,

create your own agency

or work in one taking diverse clients.

Arturo seems to me to be super intelligent and a born leader.

My last great influence is Iñaki Huerta,

another great person who always gives valuable and relevant knowledge.

I consider him a super worker.

It also has its own agency, IKAUE,

focused on digital analytics and SEO.

He is one of the leading people in this field in Spain.

He is a speaker at various conferences and a professor at various master's degrees.

Also, your slides

they are always very colorful and explanatory

and it always gives you the feeling of taking a lot of information

when you see it in a congress.

All the information it transmits in a short time is amazing.

Within your agency's YouTube channel

it also has many videos where it offers free courses

of priceless information.

I recommend that you follow him on Twitter and on his YouTube channel,

since all that it discloses is pure gold.

Now that you know my influences, in the next lesson we will see

the growth of e-commerce and the types of ads.