Books
Published works
Two books bridging the gap between experimentation methodology and hands-on data science - written for practitioners, not theorists.
Publisher
Anaya
Year
2025
Pages
392
ISBN
978-84-415-4918-8
Experimentación Online
Metodología, estrategia, datos y casos reales
by Ubaldo Hervás
A comprehensive guide to online experimentation covering the technical, statistical, and organizational foundations needed to run experiments at scale. Introduces the APPA framework (Analysis, Plan, Practice & Action) for coordinating experiments in digital environments: from hypothesis design to measuring causal impact.
WHY I WROTE THIS
“I created APPA at LIN3S as a methodology to apply CRO and product improvement from a 360° perspective: cultural, strategic, statistical, and technological. This book is the result of years of refining that framework with real teams in real businesses. I wanted to give practitioners a complete playbook - not just the stats, but the organizational change needed to make experimentation stick.”
Publisher
Anaya
Year
2024
Pages
310
ISBN
978-84-415-4994-4
Analítica de datos con Python para Marketing Digital
Desarrollo de KPIs en negocios online
by Joseba Ruiz Diez & Ubaldo Hervás
A hands-on guide for digital marketers who want to unlock the power of Python for data analytics. Covers the full stack: from Pandas and NumPy for data wrangling, to scikit-learn and statsmodels for machine learning, to SQL, BigQuery, Power BI and data visualization for building business KPIs.
WHY I WROTE THIS
“I wanted to bridge the gap between digital marketers and data scientists. Too often these two worlds speak different languages and miss massive opportunities. This book gives marketing professionals the Python skills they need to be autonomous with data, and gives data people the business context to make their work actually matter.”