Understand why digital transformation begins with goals, processes, people, and data before selecting the right tools. Digital transformation is often confused with the impulsive adoption of cutting-edge software, large-scale cloud migration, or the rushed implementation of artificial intelligence. While these initiatives can be part of the process, none of them alone guarantees meaningful or sustainable…
read moreConnect marketing, sales, CRM, automation, and analytics to turn campaigns into real business opportunities. In today’s digital ecosystem, there is a critical gap between visibility and profitability. Many organizations invest heavily in generating traffic, only to become frustrated when those efforts fail to translate into measurable results on the bottom line. Beyond the Click: The…
read moreLearn how to create clear, trustworthy, and well-structured content that can rank in search engines and be understood and cited by AI assistants. The way people discover information is changing at an unprecedented pace. It’s no longer just about typing a query into a search bar and receiving a list of blue links. Today, users…
read moreA practical method for identifying where AI can deliver meaningful value, measuring its impact, and scaling only what works. Many organizations today feel pressure to incorporate artificial intelligence into their daily operations. But that urgency often clashes with a lack of clarity about where AI can actually be useful and how to determine whether the…
read moreDiscover the most common friction points in an online store and how to optimize navigation, checkout, payments, and the mobile experience. An ecommerce store can receive a high volume of traffic and still fail to generate enough sales. In many cases, the problem isn’t a lack of visitors—it’s the experience they encounter once they arrive.…
read moreLearn the signs that your systems are disconnected and how integration can centralize information and reduce manual tasks. Many companies have excellent tools, yet they operate as if they were isolated islands. The CRM stores one type of information, the ERP stores another, the marketing team works from a separate platform, and at the end…
read moreCompare costs, implementation timelines, flexibility, integrations, and scalability before choosing between custom software and an existing platform for your business. Not every company needs to build a solution from scratch to optimize its operations. But not every process can be effectively managed with a standard platform either. When the need for digitalization arises, so does…
read moreHow manual tasks erode productivity, data quality, customer experience, and your ability to scale. A task that takes just ten minutes may seem insignificant in the context of a workday. But when that same action is repeated several times a day by multiple team members, what seemed like a minor detail can turn into hundreds…
read moreLearn how to identify repetitive tasks, manual processes, and automation opportunities that can improve your organization’s efficiency. Automating with artificial intelligence is not about choosing the most expensive or sophisticated tool on the market. Success starts long before technical implementation—it begins with identifying where time is being lost, where errors are repeated, and which activities…
read moreAI is good. But with humans, it’s unstoppable. In the middle of the current tech revolution, there’s one truth we can’t ignore: emotional intelligence remains irreplaceable. Artificial intelligence can automate tasks, analyze massive datasets, and even generate content in seconds. But empathy, creative thinking, and emotional insight — those are still uniquely human. Technology and…
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ehidalgo@adverweb.com
Jescel graduated with a degree in systems engineering many moons ago, but her true background came from web programming—back when HTML was just “nested tables,” all the way through to mobile apps and transactional platforms (interconnections). She likes taking on projects that always bring an innovative, challenging edge.
Technology is much more than servers and physical hardware. That is why learning and staying up to date in technology must be part of our day-to-day routine. That is why we are called Consultants. Every project leaves us with a lesson, and we must guarantee this value to our clients.
Currently, she works as a Project Manager at Adverweb and is in charge of support and new developments for Ubibroker. She often still codes (and makes coffee, too). When she stops coding, she will dedicate herself to giving talks about Matrix. She likes people who are constantly learning, always looking for better ways to do things—it’s what we call MY TEAM. Together, we push the wheel forward.
Luis is a Graphic Designer who graduated from Universidad Nueva Esparta. His greatest passion is art in general. Life guided him toward working in advertising. He has trained by working alongside the most talented graphic designers and creatives. His strengths lie in developing digital strategies, logos and branding, websites, and working for major brands.
Luis has also worked in the field of music and has produced television commercials. He is always learning something new every day, ready for any challenge.
Filomena Calicchia, known as Filo, our CEO and Founder at Adverweb, is an expert in online business, e-commerce development and management, and a digital strategist. For over 25 years, alongside her partners, she has led Adverweb, serving clients across LATAM with a presence in the US, the Dominican Republic, and Venezuela. Filo holds a degree in Systems Engineering from Universidad Metropolitana, a specialization in Telematics from Universidad Simón Bolívar and France Telecom, and a Postgraduate Diploma in Digital Marketing Management from Universidad Central de Venezuela.
Her professional career spans Project Management, User Interface Design, Web Systems, E-commerce, Platform Integration, and Digital Marketing Strategies, allowing [him/her] to manage diverse projects and scenarios for clients such as Diageo, P&G, Unilever, and Provincial, among others. Additionally, [he/she] managed up to 80 employees who were part of the Adverweb team. Above all, [his/her] greatest success and ultimate project is [his/her] family and children. [He/She] also loves to cook!”
