Carlos Corredor is the Co-founder and CEO of Condor Agency, an ROI-driven digital marketing firm. He has 10 years of experience working in digital strategy and analytics and measuring the impact of marketing initiatives on business outcomes. Before Condor, Carlos was the Senior Manager of Digital Marketing and Analytics at Rise Interactive. Antonio Santana is the Co-founder and President of Condor Agency, which also functions as a staffing agency connecting US businesses with qualified, English-speaking Latin American talent. As a sports entrepreneur, he is also the Founder and Director of Wahoo, a platform that helps MLB teams find optimal prospects in the international market. In this episode… Data analytics plays a crucial role in marketing decisions as it can help businesses ensure a positive ROI. However, incorrect data can lead to misinterpretation. How can this be prevented? Carlos Corredor emphasizes that it’s essential to have a thorough understanding of the desired platforms, such as Google Ads, Python, or Google Analytics, before inputting data into the software. The generated report must be carefully analyzed, paying close attention to various aspects, including conversions. This requires a mathematically inclined person with business acumen due to the multiple tables illustrating dimensions and metrics. In this episode of the Tailwind Marketing Podcast, Chad Franzen of Rise25 returns to interview host Carlos Corredor, Co-founder and CEO of the Condor Agency, about leveraging data analytics to make informed decisions. Carlos explains his expertise in and passion for analytics, how data-driven decisions impact ROI, and the issues associated with managing data.