Martín Schifanihttps://martinschifani.com/writing/Articles on media mix, eCommerce, CRM, international growth and leadership, based on my own work.en Nobody learns to swim in the deep endhttps://martinschifani.com/writing/benelux-market-read-wrong/https://martinschifani.com/writing/benelux-market-read-wrong/Tue, 13 Oct 2026 09:00:00 +0000A campaign in Benelux where my read of the market was wrong, what fixed it and why purchasing power isn't readiness to buy. The playbook doesn't travel, the diagnosis doeshttps://martinschifani.com/writing/no-universal-growth-playbook/https://martinschifani.com/writing/no-universal-growth-playbook/Wed, 30 Sep 2026 09:00:00 +0000Spain, Georgia and Argentina convert for different reasons. How cultural dimensions explain which friction each market forgives. The dead database: the elephant in every CRM team's roomhttps://martinschifani.com/writing/dead-database-email-spam-recovery/https://martinschifani.com/writing/dead-database-email-spam-recovery/Wed, 23 Sep 2026 09:00:00 +0000How a curiosity-led email recovered 22% of a database marked as spam, and what it taught me about diagnosing silence before giving up on it. Did they improve, or are they the best option today?https://martinschifani.com/writing/agency-review-sunk-cost/https://martinschifani.com/writing/agency-review-sunk-cost/Mon, 21 Sep 2026 09:00:00 +0000An inherited paid media agency, a 21% efficiency gain and the formal tender that showed why those are two different questions. Hard retention lives in the long tailhttps://martinschifani.com/writing/loyalty-long-tail-retention/https://martinschifani.com/writing/loyalty-long-tail-retention/Thu, 10 Sep 2026 09:00:00 +0000Why I ended up in the same brand across three sports, and how treating niche demand as a retention asset beats competing on price. Breaking down a +145%: no miracle, no growth hackinghttps://martinschifani.com/writing/breaking-down-145-percent-ecommerce-growth/https://martinschifani.com/writing/breaking-down-145-percent-ecommerce-growth/Tue, 08 Sep 2026 09:00:00 +0000The four corrections behind +145% eCommerce growth: total profit over unit margin, discounts by demand, SKU by channel and inventory in motion. Your media mix is not an orange, it's an orange treehttps://martinschifani.com/writing/media-mix-orange-tree/https://martinschifani.com/writing/media-mix-orange-tree/Mon, 07 Sep 2026 09:00:00 +0000How to build a media mix by intent, not platform, and why CRM is the water that keeps the tree alive between harvests. Cruzcampo's "Con Mucho Acento": authenticity is built through frictionhttps://martinschifani.com/writing/cruzcampo-con-mucho-acento-analysis/https://martinschifani.com/writing/cruzcampo-con-mucho-acento-analysis/Fri, 04 Sep 2026 09:00:00 +0000What the campaign teaches about friction, open narrative and sustaining a brand territory for years without repeating the formula. What rugby taught me about building teamshttps://martinschifani.com/writing/rugby-leadership-teams/https://martinschifani.com/writing/rugby-leadership-teams/Thu, 03 Sep 2026 09:00:00 +0000Leadership lessons from playing forward in Argentina, Spain and Georgia: invisible work, ownership and teams that don't depend on individual talent. Meta's EU ad ban on social causes and the case for channel sovereigntyhttps://martinschifani.com/writing/meta-social-cause-ads-eu-channel-sovereignty/https://martinschifani.com/writing/meta-social-cause-ads-eu-channel-sovereignty/Wed, 02 Sep 2026 09:00:00 +0000How the non-profit sector lost its paid channel step by step, from 2018 to the October 2025 EU ban, and why first-party data is the way out.