Category: FLYDE News

In this episode of FLYDE Talks, Luis Serrano, Head of Growth at Real Madrid, sits down with Paco Herranz, Founder and CEO of FLYDE, to explore how the concept of Growth Marketing has evolved in an environment shaped by artificial intelligence, extreme personalization, and data privacy—and how it can be applied to the unique context of football.

With this new episode of FLYDE Talks, we continue to bring together leading voices from across the marketing world to discuss, clearly and without jargon, the ideas that are transforming the industry today.

WHAT DO WE REALLY MEAN BY GROWTH?

Paco opens the conversation with a question every growth professional has asked themselves: What exactly do we mean by “growth”?

For Luis, the term has expanded significantly. What once referred to scaling digital channels now means understanding growth from a holistic perspective: digital and physical channels, data, user experience, and brand value.

“We’re no longer just talking about digital channels,” he says. “We’re talking about everything.”

Growth is no longer about funnel optimization alone; it’s about connecting every touchpoint between the user and the brand under one unified objective.

REAL MADRID’S ‘NORTH STAR’: THE SATISFIED MADRIDISTA

Paco and Luis agree that successful growth depends on having a clear metric that guides the overall strategy: the famous North Star Metric.

At Real Madrid, that North Star is the satisfied Madridista: a fan who trusts the club, shares their digital identity, and enjoys a full, consistent experience across online and offline channels. The satisfied Madridista is the “guiding star” behind every growth initiative at the club.

To measure that satisfaction, the team tracks KPIs that range from fan acquisition and retention, including engagement metrics, NPS (Net Promoter Score), and churn. The challenge lies in turning every interaction into a source of value, for both the fan and the brand.

‘ONE FAN, ONE EXPERIENCE’: UNIFYING DATA FOR ONE-ON-ONE PERSONALIZATION

From FLYDE’s perspective, growth can only scale if data is unified. It starts with data collection—first, second, and third party—and continues with data unification to create a single customer profile, the key to enable precise segmentation, activation, and measurement.

The unified customer profile is the foundation of any growth strategy. It allows teams to move from analysis to action: building micro-audiences, orchestrating omnichannel campaigns, and, most importantly, measuring attribution accurately. The real challenge isn’t gathering more data, but rather knowing where each impact truly comes from.

Real Madrid applies this philosophy with a simple vision: One fan, one experience.
From email to app, store to stadium, every interaction is tracked and optimized to deliver the best possible experience within the club’s ecosystem.

The ultimate goal is true micro-segmentation, evolving from “many-to-many” to “one-to-one,” offering each fan exactly what they need. As Luis puts it simply: “If I have a cat, why are you offering me dog food?”

Read more about the importance of data unification.

‘SEO IS NOT DEAD, AND GEO IS SEO.”

“SEO isn’t dead—and GEO is SEO.”

Through experiments with LLMs and metasearch engines, Luis found that generative AIs don’t search websites directly—they search search engines. In other words, for an AI to index your content, you still need to rank well on traditional search engines first.

So optimizing for visibility in AI results still means doing SEO: paying attention to microformats, structured data, and quality content. New tools, like Adobe’s LLM Optimizer, can even estimate how readable and indexable your content is for AI.

The takeaway is clear: the future of organic traffic will be hybrid and those who master SEO today will remain visible in the age of AI. At least based on what we know today.

MACHINE LEARNING AND GENERATIVE AI: THE NEW MARKETING DUO

Luis asks Paco how FLYDE integrates AI, and Paco explains that for him, AI isn’t a trend but a natural evolution of data-driven marketing.

FLYDE uses Machine Learning for key tasks:

• Measuring KPIs
• Detecting customer value patterns and projections
• Predicting churn
• Recommending products or audiences

On top of that, FLYDE has developed Brain, a generative AI layer across the platform. Brain acts as a data assistant, enabling any user, technical or not, to interact directly with their data ecosystem: building audiences, suggesting actions, analyzing campaigns, or even generating complex queries.

Its mission is to democratize access to data and remove the “blank page fear.”

As Luis jokes: “AI is like a shrimp cocktail—we have so many things to pick from that we don’t know where to start.”

THE CDP: THE NATURAL EVOLUTION OF THE CRM

Both speakers agree that a Customer Data Platform (CDP) like FLYDE is the strategic backbone that ties everything together.

At Real Madrid, the CDP is built around the Madridista Community, integrating data from e-commerce, the app, the Bernabéu tour, RMP Play, social media, and even in-stadium activity.

Thanks to this integration, the club can microsegment and activate data in real time. For instance, if a user is near the stadium, the system can trigger a personalized app notification with an offer or reminder.

The result is a coherent, contextual, and measurable experience—where data powers emotion.

Contact us to learn more about what the FLYDE CDP could do for your business. 

PRIVACY AND REGULATION: GROWTH WITH RESPECT FOR THE USER

The new era of marketing comes with a non-negotiable condition: privacy.

Luis emphasizes that Real Madrid applies a strict transparency policy because trust is part of the fan experience itself.

Meanwhile, FLYDE advocates for ethical data usage. Its technology supports privacy-safe attribution using inferred data (such as average age, income level, or household type) to improve performance without compromising user trust.

The goal isn’t to know more, but to use what we already know better.

TOWARD A MORE HUMAN, MEASURABLE MARKETING

Growth marketing in 2025 operates at the crossroads of AI, CDPs, and customer experience.

But beneath it all lies a single principle: brands grow when they understand that data only matters when it creates satisfaction, trust, and real value.

Paco leaves us with an important conlcusion. Sustainable growth is born from the connection between data and people—and when done right, that connection is the future of marketing.

Growth marketers today need to be able to optimize campaigns across multiple channels, unify fragmented data, manage acquisition costs, and adapt to rapid industry changes. The challenge is not just executing campaigns but building a scalable, data-informed growth engine that drives sustainable results. The world of marketing has never been more complex… nor full of opportunity!

In this blog, we explore five critical challenges marketers face and how leveraging data activation and analytics can turn these obstacles into growth opportunities. By addressing these critical areas, marketing professionals can implement measured, scalable strategies that drive both immediate performance and long-term customer value.

For those who want to explore solutions to these challenges in depth, our upcoming webinar with Luis Serrano, Head of Growth for Real Madrid, offers a chance to engage directly with a growth leader. Click here for more information.

CHALLENGE 1: BALANCE SUSTAINABLE LONG-TERM GROWTH WITH SHORT-TERM GAINS

Marketing teams often face tension between demonstrating immediate results and nurturing long-term value. Sacrificing customer retention and lifetime value in favor of marketing qualified leads (MQL) or short-term revenue can create the illusion of growth while undermining sustainable performance. Advanced analytics can quantify the impact of retention versus acquisition, allowing leaders to defend their strategy with data rather than intuition. By modeling customer lifetime value alongside near-term KPIs, teams can make informed trade-offs that satisfy stakeholders without compromising long-term growth.

CHALLENGE 2: UNIFYING FRAGMENTED DATA

A single, reliable view of the customer is foundational for effective growth marketing, yet most organizations struggle with siloed systems, from CRM and ads platforms to product analytics and web tracking. Fragmentation reduces visibility and often biases measurement toward easily attributable channels.

Centralizing data enables marketers to track the full journey, uncover hidden opportunities, and deploy more precise targeting strategies. Tools that integrate data in real time and provide actionable segmentation allow for campaigns that are both sophisticated and measurable. If you are looking to build a sustainable and scalable growth strategy, unified data is an absolute must.

CHALLENGE 3: CHANNEL SATURATION AND RISING ACQUISITION COSTS

Undoubtedly many growth marketers are feeling the pressure of escalating customer acquisition costs (CAC) and formerly profitable channels becoming less cost ineffective. Growth marketers need frameworks for modeling CAC sensitivity and simulating different channel strategies to stay ahead. By forecasting cost changes and evaluating alternative acquisition levers, teams can anticipate disruptions and allocate budget dynamically, rather than reacting when profitability declines. This analytical rigor separates reactive teams from those driving consistent, scalable growth.

CHALLENGE 4: AI ADOPTION THAT ADDS TRUE VALUE 

Artificial intelligence can accelerate campaign execution and uncover new insights, but its effectiveness depends on thoughtful application. Simply using AI to automate routine tasks does not differentiate a brand. Leading teams integrate AI into predictive modeling, hyper-personalization, and attribution analysis. To maximize impact, efficient algorithms must be used together with human creativity. The key is leveraging AI to provide insight and support smarter decision making rather than merely speed or volume.

CHALLENGE 5: CONTINUOUS INDUSTRY EVOLUTION

Growth marketing operates in a dynamic environment where technological, regulatory, and behavioral shifts can rapidly alter the rules of engagement. Strategies must be adaptive, incorporate scenario planning, and operate within agile measurement frameworks. Teams that continuously stress-test assumptions and adapt to emerging trends are better positioned to respond to disruptions while maintaining momentum.

LEARN MORE FROM AN INDUSTRY LEADER

The challenges of growth marketing are complex, but actionable strategies exist. Join FLYDE’s webinar with Luis Serrano, Head of Growth at Real Madrid, to explore these topics in depth. This is your chance to gain practical insights, discuss real-world solutions, and engage directly with a seasoned growth leader.

📅Wednesday, October 29, 17h CET / 9h CST
📍LinkedIn Live

Confirm your attendance at this link

MADRID, SPAIN – June, 11, 2025 – FLYDE, a customer data platform offering an easy-to-use solution for businesses to unify fragmented data and drive growth, announces the successful launch of its new thought leadership series, FLYDE Talks. The inaugural event, entitled, “The Challenge of Attribution in Omnichannel Marketing,” drew nearly 200 registrants across Europe and Latin America, signaling strong demand for discussions on practical, data-driven marketing.

Held on June 5, 2025 via LinkedIn Live, the virtual event featured digital marketing expert Andrés Azpilicueta, broadcasting from Mexico City, Mexico alongside Paco Herranz, CEO of FLYDE, based in Madrid, Spain.

Marketers and business leaders tuned in for a candid conversation on the limitations of traditional attribution methods, and how the centralization of customer data can help address the challenges of attribution in omnichannel marketing.

“We are thrilled with the overwhelming response to our first FLYDE Talks event,” said Paco Herranz. “The challenge of attribution in omnichannel marketing is a critical issue for businesses seeking efficiency and growth. Sparking interest among nearly 200 engaged professionals reaffirms the relevance of the series in driving meaningful conversations around data-driven marketing strategies.”

A DEEPER LOOK: INSIGHTS FROM THE LIVE DISCUSSION

The talk explored how marketers can go beyond siloed data and surface-level campaign metrics to fully understand customer journeys and drive profitable decisions. Topics discussed included:

Key Trends in Digital Marketing

• Artificial Intelligence: Its ability to process data and empower human teams is undeniable.
• Zero-Based Budgeting: Requires justifying every euro spent, reinforcing the need for truly omnichannel ROI measurement.

The GA4 Challenge and the End of Cookies

• The shift to Google Analytics 4 and the phasing out of third-party cookies can cause differences of up to 30% in reported sales.
• Defending the budget requires both tactical metrics (by channel) and strategic metrics (a global view).
• FLYDE adds a first-party tracking layer to audit and correct these discrepancies.

Attribution Beyond the Last Click

• Every touchpoint adds value. Limiting to “last click” can lead to misguided decisions.

Strategic Metrics and Segmentation

• Go beyond Cost Per Acquisition (CPA): focus on Customer Lifetime Value and how it varies by type of customer (repeat, occasional, etc.).
• Not all attributes weigh equally: advanced segmentation optimally prioritizes each factor.
• Centralize your data to build the “golden record”: the foundation for reliable attribution and truly personalized marketing.

FLYDE TALKS: A PLATFORM FOR INDUSTRY DIALOGUE

FLYDE Talks is designed to be a recurring series spotlighting challenges (and solutions) facing modern marketing and growth teams. Each event will feature live case studies, expert guests, and real-time walkthroughs across industries like retail, sports, travel and hospitality, and SaaS.

“FLYDE Talks represents a vital initiative for us as a company to create an open space where marketing and data professionals can share knowledge, ask tough questions, and explore innovative strategies together,” said Katie Gortz, Marketing Manager at FLYDE.

FLYDE Talks will resume in September and forthcoming information will be published through the company’s LinkedIn page.

With regard to FLYDE Talks Episode 2, Azpilicueta hinted: “There’s huge potential in showing how a football club, for example, can use data to tailor experiences for different types of fans—casual buyers, season-ticket holders, international shoppers.”

ABOUT FLYDE

FLYDE is a customer data platform built for teams who want full control over how data flows, performs, and drives revenue. By integrating online and offline sources into a single, actionable view, FLYDE helps businesses optimize campaigns, boost retention, and connect with high-value audiences in real time. Contact FLYDE for a demo to learn more.

FLYDE is proud to announce its acceptance into the Amazon Web Services (AWS) Independent Software Provider (ISV) Accelerate Program, a co-sell initiative for AWS Partners that provide software solutions that run on or integrate with AWS. This milestone reflects FLYDE’s technical excellence, customer commitment, and alignment with AWS best practices—following a rigorous vetting and approval process.

The AWS ISV Accelerate Program is an exclusive program for software providers that meet high technical and business standards. Gaining acceptance into the program means that FLYDE’s platform has been carefully evaluated by AWS for its scalability, security, and performance within the AWS ecosystem.

“This isn’t a badge you simply apply for—it’s earned,” said Paco Herranz, CEO of Flyde. “Joining the AWS ISV Accelerate Program is the result of months of architectural reviews, documentation, and validation. It confirms that our infrastructure is solid and that we’re ready to grow with AWS by our side.”

FLYDE also underwent the AWS Well-Architected Framework review, which evaluates design across a series of critical pillars: operational excellence, security, reliability, performance efficiency, cost optimization, and sustainability. This designation validates that FLYDE not only runs efficiently on AWS, but also follows cloud-native best practices for secure and scalable data infrastructure.  It’s further assurance that FLYDE is built on a foundation of robust, resilient, and secure cloud infrastructure.

WHAT DOES THIS MEAN FOR FLYDE’S CLIENTS?

• Faster, more secure deployments thanks to AWS-native architecture
  
  
• Improved scalability for growing businesses
  
  
•  New channels of support and innovation via collaboration with AWS sales teams
  
  
• Confidence in as a thoroughly vetted solution, built to perform at enterprise standards

FLYDE’s inclusion in the ISV Accelerate program also paves the way for deeper integrations with AWS services and access to joint go-to-market opportunities through Marketplace, which will ultimately benefit clients with faster implementations and enhanced product support.

Read more about FLYDE’s AWS-native CDP and how it unifies customer data across omnichannel environments, 

ABOUT FLYDE

FLYDE is a Customer Data Platform (CDP) that unifies data from multiple sources—such as eCommerce, in-store purchases, CRM systems, email campaigns, and advertising platforms—into a single, comprehensive customer profile. Using ML/AI-powered predictive models, FLYDE processes this data in real-time, to empower businesses to anticipate customer behaviors, preferences, and trends, boost acquisition, lifetime value (LTV), and retention. 

Contact us for a demo and let us show you how FLYDE makes data accessible and actionable, empowering businesses to deliver smarter, more personalized experiences.

FLYDE is an easy-to-use Customer Data Platform designed to meet the needs of businesses looking to improve their customers’ experience, increase retention, ROI, ROAS, and Customer Engagement.

In this blog, we will discuss the new functionality of the platform: Customer Profiling guided by predictive AI models.

What is customer profiling?

Customer profiling is a tool that allows businesses to better understand their customers and tailor their offerings to meet their specific needs. With FLYDE’s customer profiling, businesses can select a product from their catalog and see the main characteristics of the customers who purchase it. Predictive AI models evaluate all available data your company has on your customers such as their behavior, purchase patterns, product preferences, browsing habits, and more.

How does FLYDE’s customer profiling work?

Suppose a company has a product in its catalog and wants to better understand its precise customers to adapt its marketing strategy. With FLYDE, the company can select that product and use predictive AI models to identify the main characteristics of the customers who purchase it. For example, the models may reveal that customers who buy that product earn more than €40,000, log into the ecommerce page twice a week, and often make purchases in physical stores.

How can customer profiling improve your marketing strategy?

Predictive AI-guided customer profiling can significantly improve your marketing strategy by allowing you to better understand your customers and tailor your offerings to their specific needs. By using this new functionality of FLYDE, you can personalize your marketing messages to meet the specific needs and desires of your customers.

Additionally, customer profiling also allows you to improve the segmentation of your marketing campaigns. By better understanding your customers and grouping them into segments based on their characteristics, you can personalize your messages and offers for each specific segment. This will allow you to reach your customers with more relevant messages, increasing the likelihood of conversion to sales.

Identifying new potential customers with Customer Profiling

In addition to helping you better understand your current customers, FLYDE’s customer profiling also allows you to identify new potential customers. The platform’s AI uses the purchase behavior data of your current customers to find patterns and similarities between them.

These patterns help you identify new business opportunities by finding potential customers who have a similar profile to your current customers. By understanding your customers’ preferences and behaviors, you can use that information to reach a wider audience that is more likely to buy your products or services.

With FLYDE’s customer profiling, you can discover new market segments that may not have been on your radar and adjust your marketing strategy to reach them more effectively. This can result in a higher return on investment and increased customer loyalty.

Why FLYDE

Do you want your company to move on to the next level? A CDP is the key tool that will allow you to maximize the potential of your data and grow your business. Having control over all your data is now very simple.

Moreover, if you do not have IT or Data Scientist teams, this tool will allow you to outsource this function. And if you have them but want to reduce their workload and give more autonomy to your marketing and business teams when it comes to working with data, implementing an easy-to-use CDP would be the best option for your company. It will allow any single member of your company to use it, as this softwares are prepared for them.

Try it for free with our free trial (with auto-generated fake data)!