Esteban Calvo Jiménez is a mobile expert whose main recommendation is “never assume anything” & test test test! Which happens to be true. Get to know him better:
Where are you at in the world these days?
I’m a Tico (Costa Rican guy) living in Buenos Aires, Argentina, and working in UA campaigns with a team from Cyprus.
How did you get into mobile advertising?
I began in eCommerce and then I had the chance to work for a gaming and mobile advertising company. When that opportunity arrived – changing from desktop to mobile – the first thing that came to my mind was: Am I ready for this? So I started to investigate a little bit and discovered how Mobile was growing and changing and it made me curious. I discovered that there was a world beyond Facebook and Google. Mobile gives you the opportunity to test more strategies, platforms – it makes you experiment a lot, which I love. You can impact users in multiple ways and this is what I specifically liked about it.
What is your favorite area of mobile marketing?
Testing strategies that help you increase your ROAS, the best feeling ever! For example, right now I’m working for a finance app that’s quite new and we have to test a lot of different strategies to see which ones work best. We impact users across the funnel, play with creatives & audiences. It is really entertaining.
What would you consider to be your marketing specialty?
Testing, analyzing, and testing again. I remember that at my first marketing job I was told this golden rule: “never assume anything”. And I’ve found it to be true!
What are the biggest challenges you currently face (besides COVID-19)?
Finding strategies to make this week’s results better than those from the week before. On that purpose we create these little testing maps considering audiences, funnel and goals or events inside our app… and we test!
What are your essential tools and resources?
I spend a lot of time in Tableau and Ads Manager.
What do you think are the key future trends in the mobile industry?
This world won’t stop changing and we have to be up to date with everything on a daily basis. In my opinion, in the near future, our biggest challenge will be adopting the new attribution techniques due to IOS 14.0 software. We’ll have to test our creativity and be open to the new opportunities that will emerge.
