Esteban

Clou 

Digital Analyst and Strategist

01 

ABOUT ME

HI!

How are you doing?

My name is Esteban and I develop digital strategies.

How do I execute? I always consider auditing the company’s capacity, the goals it has, the scope of these, the growth year by year (if any), its digital infrastructure, if they have good sources, reliable data, all in order to understand the company and make analysis with strategic objective.

The truth is that we are all looking for results, and that is how I believe it should be; therefore my analytical reasoning tends pragmatically to utility, and based on that I seek to select the most appropriate KPIs for a data-driven strategy.

My work consists of everything from measurement implementation and data analysis, to web, network and ad optimization. I am constantly updating, and I admit that challenges entertain me. 馃槈

If you’re really into animals, artificial intelligence, physics, and hey, even series, we’ll get along great, and if not, we’ll get along great too. Haha.

Pleased to meet you,
Esteban Clouthier

ABOUT ME

HI!

How are you doing?

My name is Esteban and I develop digital strategies.

How do I execute? I always consider auditing the company’s capacity, the goals it has, the scope of these, the growth year by year (if any), its digital infrastructure, if they have good sources, reliable data, all in order to understand the company and make analysis with strategic objective.

The truth is that we are all looking for results, and that is how I believe it should be; therefore my analytical reasoning tends pragmatically to utility, and based on that I seek to select the most appropriate KPIs for a data-driven strategy.

My work consists of everything from measurement implementation and data analysis, to web, network and ad optimization. I am constantly updating, and I admit that challenges entertain me. 馃槈

If you’re really into animals, artificial intelligence, physics, and hey, even series, we’ll get along great, and if not, we’ll get along great too. Haha.

Pleased to meet you,
Esteban Clouthier

Recent Jobs

Success Cases

02 

KPI OKR

Save this post

Medicana has a service of oxygen concentrators for rent.

Through their client’s feedback, I discover that 15% of those who rented, saved the ad post in their Facebook/Instagram bookmarks.

I requested to add the message “Save The Post” to the Meta communication, and Saved Post (SP) became a KPI.

Rental increased 65% in non-pandemic times which were very low income times, thus helping mainting activity during the season.

This was not only because people needed it, but also because they had their saved post at hand to contact Medicana immediately.

Fintech

Negotiating Affiliates

The Dictamen Unificado Digital (Digital Unified Assessment) is a landing page where we send traffic through different digital sources, for the acquisition of Coppel and BanCoppel credit cards.

Among the different efforts, affiliation is one of them, which we have worked to the point of win-win.

Considering that platforms like Google or Meta work with variable CPM or CPC, we can negotiate a fixed cost per lead or per acquisition.

But this has taken a whole process of analysis, projection and testing to select the best attribution, with evaluation of CR, CPL or CPA and cohort analysis.

E-commerce ROMI

Most Wanted

Heart2brain is an online store that sells health, nutrition and beauty products.

Through the website’s internal search engine, I made an analysis of the most searched products to place them in a better position on the home page.

With this action, the conversions of those products did indeed increase.

However, collaterally, it also improved the relevance of their content, their SEO score and their Search Engine Results Page (SERP) ranking.

C-commerce CRM

No Prices in frontend

Vixia Defensa Digital is dedicated to cybersecurity.

They have the modality of paying for the service from their website, or through transfer contacting through Whatsapp as part of the customer journey.

80% of the sales were made through Whatsapp.

I had the hypothesis that showing prices was limiting prospects from contacting them.

We did an A/B test between a landing page with prices and one without prices.

The test without prices had 13% more conversion in contact by whatsapp, which was statistically significant and we decided to continue with that landing page only.

Email Marketing

Automatic Funnel

The mission of Franquicias De 脡xito is basically the sale of franchises.

With the continuous traffic from their blog they were acquiring mail for subscription as a micro-conversion.

What I did was to build a conditional automation of mailings in ActiveCampaign (AC), where I implemented rules that determined the mail that would be sent.

This consideration funnel was in order to take the leads to PipeDrive, which is a CRM where quality leads were tracked for sale.

Then what I did was to collect the categories of blog posts, making corresponding automations in AC, connecting that blog value with AC, and conditioning the flow of the lead based on the category from which it came.

Depending on the user’s behavior, they could remain in their funnel or automatically fall into another funnel more appropriate to the content they clicked on.

With this process we saw that 18% of the leads improved their sales quality when they landed in PipeDrive.

Retail ROAS

Loyal Customers

Heart2brain was running Google Shopping campaigns for their Health packages thinking that they had negative results when they saw a CAC lower than the average purchase ticket.

I did an analysis and calculated the CLTV where we observed that their value was 5X the CAC and that in 2 months they recovered their investment since many users were repurchasing these packages and even cross-selling.

Subsequently, I implemented retention strategies (customer loyalty with promotions, offers and other tactics).

And of course, I refined the campaign by making exclusions, audiences similar to quality leads and other configurations.

KPI OKR

Save this post

Medicana has a service of oxygen concentrators for rent.

Through their client’s feedback, I discover that 15% of those who rented, saved the ad post in their Facebook/Instagram bookmarks.

I requested to add the message “Save The Post” to the Meta communication, and Saved Post (SP) became a KPI.

Rental increased 65% in non-pandemic times which were very low income times, thus helping mainting activity during the season.

This was not only because people needed it, but also because they had their saved post at hand to contact Medicana immediately.

Fintech

Negotiating Affiliates

The Dictamen Unificado Digital (Digital Unified Assessment) is a landing page where we send traffic through different digital sources, for the acquisition of Coppel and BanCoppel credit cards.

Among the different efforts, affiliation is one of them, which we have worked to the point of win-win.

Considering that platforms like Google or Meta work with variable CPM or CPC, we can negotiate a fixed cost per lead or per acquisition.

But this has taken a whole process of analysis, projection and testing to select the best attribution, with evaluation of CR, CPL or CPA and cohort analysis.

E-commerce ROMI

Most Wanted

Heart2brain is an online store that sells health, nutrition and beauty products.

Through the website’s internal search engine, I made an analysis of the most searched products to place them in a better position on the home page.

With this action, the conversions of those products did indeed increase.

However, collaterally, it also improved the relevance of their content, their SEO score and their Search Engine Results Page (SERP) ranking.

C-commerce CRM

No Prices in Frontend

Medicana has a service of oxygen concentrators for rent.

Through their client’s feedback, I discover that 15% of those who rented, saved the ad post in their Facebook/Instagram bookmarks.

I requested to add the message “Save The Post” to the Meta communication, and Saved Post (SP) became a KPI.

Rental increased 65% in non-pandemic times which were very low income times, thus helping mainting activity during the season.

This was not only because people needed it, but also because they had their saved post at hand to contact Medicana immediately.

Email Marketing

Automatic Funnel

The mission of Franquicias De 脡xito is basically the sale of franchises.

With the continuous traffic from their blog they were acquiring mail for subscription as a micro-conversion.

What I did was to build a conditional automation of mailings in ActiveCampaign (AC), where I implemented rules that determined the mail that would be sent.

This consideration funnel was in order to take the leads to PipeDrive, which is a CRM where quality leads were tracked for sale.

Then what I did was to collect the categories of blog posts, making corresponding automations in AC, connecting that blog value with AC, and conditioning the flow of the lead based on the category from which it came.

Depending on the user’s behavior, they could remain in their funnel or automatically fall into another funnel more appropriate to the content they clicked on.

With this process we saw that 18% of the leads improved their sales quality when they landed in PipeDrive.

Retail ROAS

Loyal Customers

Heart2brain was running Google Shopping campaigns for their Health packages thinking that they had negative results when they saw a CAC lower than the average purchase ticket.

I did an analysis and calculated the CLTV where we observed that their value was 5X the CAC and that in 2 months they recovered their investment since many users were repurchasing these packages and even cross-selling.

Subsequently, I implemented retention strategies (customer loyalty with promotions, offers and other tactics).

And of course, I refined the campaign by making exclusions, audiences similar to quality leads and other configurations.

Without measure

You Don't Improve

William Kelvin

Paraphrase by EClou

03 

what they say

Clients

analista-paid-media
Encantada con el servicio. Yo no conozco mucho de los t茅rminos digitales o de marketing, pero Esteban te explica para que entiendas por qu茅 sus soluciones. Siempre creativo con buenas ideas que nos inspiran a ver diferentes perspectivas de nuestra empresa.
Cindhy Camacho
CEO, CC Wedding Planning
growth-hacking
Esteban hace excelente trabajo cuando se trata de hist贸ricos y an谩lisis. Sin duda ha resuelto muchos obst谩culos que se nos ha puesto en el camino. Lo recomiendo 100% y espero seguir con esta colaboraci贸n por m谩s tiempo!
Roberto Ram铆rez
CEO, Medicana
analisis-web
Considero que fue muy buena decisi贸n contratar a Esteban. Desde la elaboraci贸n de nuestra p谩gina web hasta la administraci贸n y creatividad de los anuncios. Si buscas solucionar estos temas, recomiendo a Esteban.
Juan Mendoza
CEO, Arte Esc茅nico Todo Terreno

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Esteban Clouthier 2024