David Herrera

Founder of BUDAS and visionary in the application of data science and financial models in brand management.

Since 1999, David Herrera has been a key figure in the transformation of marketing through data science and financial models, focusing his efforts on managing renowned brands in Latin America, the United States and Europe. His expertise spans brand valuation, budget optimization, and investment return measurement for corporate giants such as L'Oréal, Heineken, Unilever, BBVA, Nestlé, Axa, and Kavak.

Trained as an Actuary at the UNAM Faculty of Sciences, David expanded his academic horizons by completing a diploma in Dynamic Econometric Models at ITAM and a Master of Management at the University of Phoenix. His thirst for knowledge led him to become certified in the IBM Artificial Intelligence program, as well as to attend specialized programs that intersect marketing with finance at prestigious institutions such as the Wharton School, the IMPI, and the ACCA.

In July 2018, he founded BUDAS, a firm dedicated to optimizing marketing performance through data science, financial models and market insights, consolidating itself as a benchmark in the sector. Prior to BUDAS, David led teams and projects at Design Bridge and Partners, Interbrand and Kantar, where he left an indelible mark in brand consulting and market analysis.

With publications such as "The 40 most valuable brands in Mexico" and multiple certifications in artificial intelligence and market analysis, David Herrera is an essential speaker in any discussion about the intersection between marketing, finance and technology. His innovative, data-driven approach has significantly improved the impact of marketing strategies on business performance, making him an authoritative voice and thought leader in the industry.

Ideaz in Action

PRESENTATION: Branding and ArtTech

1:30 pm

We will explore the fascinating intersection between technological innovation in art and branding strategies that can transform how audiences interact with and value works of art in the digital age. In a world where technology constantly redefines the limits of the possible, ArtTech emerges as a vibrant field that fuses artistic creativity with the latest digital innovations, from augmented reality to blockchain and beyond. This presentation is essential for artists, gallery owners , collectors and anyone interested in understanding how technology and branding are shaping the future of art. We will focus on the opportunities and challenges that ArtTech presents, offering practical insights and innovative strategies to navigate this exciting landscape.