GoodFirms: MiWeb Executive Interview

Know the interview given to GoodFirms.

Please introduce your company and give a brief about your role within the organization.

We seek to convert knowledge into valuable actions that facilitate the digital transformation for marketing teams; We use processes and methodologies that allow us to listen to the necessary signals to propose a digital strategy based on data, advise on how to speak in paid, earned, and owned spaces and integrate technology to take advantage of the data generated by interactions with your customers.


My role is to have all the plates spinning at the same time. it’s an internal analogy, which consists of making sure that each area is aligned with each other and with their colleagues in order to better drive marketing teams through their digital transformation by providing data strategy, management, and tools. This implies making decisions that direct the company to fulfill its objectives through commercial strategies, operations, administrative-financial and human talent.

What is the story behind starting this company?

We started this company more than 20 years ago, as part of an initiative to support NGOs in incorporating ICTs into their operations, then we started doing web development and around 2004 we began to work more and more hand in hand with Google with themes of guideline and later of digital analytics. 4 years ago we started with GCP and AWS topics. The history behind this company involves a lot of work to identify trends that allow us to decide where we are going to focus, we have also experienced difficult times and of course, the pandemic made us rethink what we want to be and do.

What are your company’s business model–in house team or third party vendors/ outsourcing?

We have an internal team, based in Costa Rica. That’s combine data engineering, data architects, SEO and PPC specialists, communicators (journalists, public relations, designers) with data analytics and data science.

How does your company differentiate itself from the competition?

We have a unique combination of multicultural and multidisciplinary teams that focus on solving marketing business problems using data and technology.


Continuous research allows us to identify new ways to solve customer problems. We are agnostic (technological neutrality) to brands or platforms when it comes to understanding and proposing solutions. We ensure the delivery of services and solutions with proven methods and with clear processes. We transcend by making knowledge transfer an inherent element in our services. We constantly understand and apply ethical criteria.

What industries do you generally cater to? Are your customers repetitive? If yes, what ratio of clients has been repetitive to you?

We create maturity in the governance and use of data that allow marketers to develop disruptive strategies that promote value exchanges with their clients. To achieve this, we built long-term client relationships, 70% of our clients have or have had active services with us for more than 36 months. We work with travel, education, retail, health care, fintech, and tech companies.

Please share some of the services that you offer for which clients approach you the most for?

In a discovery meeting with a client, we seek to understand business and its problems in order to propose a service that allows not only to solve the specific issue but to grow and put good measurement bases. The most common services to start are:

  • Consulting in digital strategy, Measurement model for data capture, Exploratory data analysis (EDA)
  • Work on the optimization of digital media: owned, paid, and earned to improve the customer experience and generate organic or paid results with a data-driven approach.
  • Integrations between Google Analytics – CRM (Salesforce, Bitrix, Zoho), Google Analytics – E-commerce tools (Magento, VTex), Migration GCP – AWS, enable GA4.
  • Design, development, and management for data products.

What is your customer satisfaction rate according to you? What steps do you take to cater to your customer’s needs and requirements?

Customer satisfaction levels are high, from the commercial side we take great care to listen to the customer’s needs, that’s why we have a discovery meeting, then we have a kick-off where we validate the requirements and manage the expectations about the deliverables, all our services start (as the first activity) with a workshop to understand the client’s business and we have a role as Client Strategist to guide the client in their maturity process; we seek to be the trust digital advisor of our clients.

What kind of support system do you offer to your clients for catering to their queries and issues?

Our support system includes:

  • Methodologies:
    • methodologies as OKR`s or Avinash Kaushik frameworks
    • develop internally like e-commerce frameworks and active listening
  • Tools: asana, Jira, slack to follow up and manage communication with clients
  • Internal process and workflows for each service and data product.

What kind of payment structure do you follow to bill your clients? Is it Pay per Feature, Fixed Cost, Pay per Milestone (could be in phases, months, versions etc.)

The payments structure can be:

  • Project with a fixed fee, related to the scope of the project
  • Retainer, monthly payment with the specific budget (fix or variable) to cover client needs according to with a monthly scope of work that together (client and us) define.

Do you take in projects which meet your basic budget requirement? If yes, what is the minimum requirement? If no, on what minimum budget you have worked for?

Our retainers start with a budget of $2.000 for at least 6 months.


Our projects on average have a budget of $25.000.


We don’t have a minimum requirement, we work with a high diversity of clients, according to their digital maturity, company sizes, location, and type of business.

What is the price range (min and max) of the projects that you catered to in 2020?

Our projects on average have a budget of $25.000.

Where do you see your company in the next 10 years?

We lead initiatives for the mature use of data in marketing teams around the world to enable our clients to generate excellent data products that maximize the value of the customer relationship, considering identity resolution and consent.


We understand identity resolution as the ability to identify clients from anonymous to known and thus manage to attribute the different actions in digital to their selected actors, providing them with security in the use of their information and an extraordinary experience.


Consent is a deal between the client and the company to supply identity and/or interaction data in exchange for more personalized experiences. Consent is the basis of the strategy that seeks to give greater value to customers in exchange for their trust.