Yon Vidaurreta Herrera is Regional Business Science & E-commerce Director LATAM of MediaCom.
Most recently, he led Client Services in Spain for Gain Theory, a global foresight consultancy that helps brand maximise marketing value. In that role, Yon focused on building long term client partnerships that leverage data, analytics, technology and experience to optimize marketing investments. Yon has helped marketers across a range of leading global brands make tactical and strategic marketing decisions – from understanding digital marketing returns to evaluating path to purchase trends and resulting impact on optimal marketing channel mix.
Prior to Gain Theory, Yon occupied consultancy based analytic roles at Ohal, working across many sectors including Finance, Telco, Retail and FMCG in EMEA, LATAM and USA.
Yon holds a MAs in economics and he is currently a Ph.D. candidate on Data Science by the Complutense University of Madrid.