--- title: Ping-Pong with Carolina Ferro of Growly description: "Carolina Ferro, owner of Growly, shares what separates brands that grow in digital: clear numbers, experimentation and a customer base of their own" image: https://blog.titanpush.com/hubfs/Retrato%20corporativo%20sobre%20fondo%20azul.png --- [Skip to content](https://blog.titanpush.com/en/titanpush-blog/ping-pong-with-carolina-ferro-of-growly#main-content) ![ChatGPT Image Apr 27, 2026, 07\_58\_32 AM (3)](https://blog.titanpush.com/hs-fs/hubfs/ChatGPT%20Image%20Apr%2027%2c%202026%2c%2007_58_32%20AM%20(3).png?width=264&height=40&name=ChatGPT%20Image%20Apr%2027%2c%202026%2c%2007_58_32%20AM%20(3).png) Open main navigation Close main navigation October 2026 # Ping-Pong with Carolina Ferro of Growly ![Picture of TITANPush](https://blog.titanpush.com/hs-fs/hubfs/ISOLOGO%202020.png?width=50&name=ISOLOGO%202020.png) [TITANPush](https://blog.titanpush.com/en/titanpush-blog/author/titanpush) Share: [facebook-f icon](http://www.facebook.com/share.php?u=https://blog.titanpush.com/en/titanpush-blog/ping-pong-with-carolina-ferro-of-growly) [linkedin-in icon](http://www.linkedin.com/shareArticle?mini=true&url=https://blog.titanpush.com/en/titanpush-blog/ping-pong-with-carolina-ferro-of-growly) [Twitter icon](https://twitter.com/intent/tweet?url=https://blog.titanpush.com/en/titanpush-blog/ping-pong-with-carolina-ferro-of-growly) [pinterest-p icon](http://pinterest.com/pin/create/link/?url=https://blog.titanpush.com/en/titanpush-blog/ping-pong-with-carolina-ferro-of-growly) [envelope icon](mailto:?body=https://blog.titanpush.com/en/titanpush-blog/ping-pong-with-carolina-ferro-of-growly) In digital, the difference between growing and growing profitably is rarely about getting more traffic. It's about having the right strategy and data behind it. Carolina Ferro knows this well. She owns Growly, a consultancy that diagnoses, designs and executes marketing, analytics and technology strategies for ecommerce brands and digital businesses. Carolina sees up close what separates the brands that take off from the ones that stall. We invited her to share those lessons with the TITANPush community. ![1790789514938](https://blog.titanpush.com/hs-fs/hubfs/1790789514938.png?width=133&height=133&name=1790789514938.png) Carolina Ferro Owner of Growly Growly is a marketing, analytics and technology consultancy for ecommerce brands and digital businesses. Before that, Carolina was at McKinsey, where she worked extensively with large companies such as banks. [bygrowly.com](https://www.bygrowly.com/) · [LinkedIn](https://www.linkedin.com/in/carolinaferro0/) 5 key takeaways from the interview 1. Before investing, define the problem you're solving: are people not arriving, or arriving and not buying? 2. Brands that grow know their numbers: how much they can pay for a customer, their real margin and how often people buy again. 3. If there's traffic but no conversion, check measurement first, then each traffic source, and only then the mobile purchase journey. 4. In the coming years, the winners will own the relationship with their customers: their own base of email, WhatsApp and purchase data. 5. Experimenting is non-negotiable, but with discipline: one test at a time, a clear hypothesis, and written-down results. ## 1. You come from a company like McKinsey. What did you bring from that big-company experience to Growly? A lot. I think I kept the most useful parts. The most valuable tool these consulting firms give you is how to approach a problem: how you understand and structure an organization, a product or a strategy without leaving anything out (MECE). Before moving to tactics, you need to be clear about what you want to solve. Are people not arriving? Are they arriving and not buying? It sounds obvious, but many times people start with "we need to invest more" or "we need to try TikTok". I also brought the habit of speaking the language of the business, not the language of performance. A brand owner doesn't care about CTR. They care about whether they sell more, at what margin, and whether they can sustain it. And it's key to understand who you're talking to when you negotiate or challenge a result. At McKinsey I worked a lot with large companies, like banks, where leaders have very different incentives from the companies we work with today (which aren't large corporations with thousands of employees). An employee who has to hit targets is not the same as a business owner who's putting their own money on the line. There were also things I had to unlearn. In a large company you have months to run a diagnosis. The companies we work with, which are growing, need to act and test fast; they're more dynamic. Spotting risks is still key, but without letting them paralyze you. ## 2. What do brands that manage to grow digitally have in common, and what about the ones that stall? The ones that grow know their numbers. They know how much they can pay to acquire a customer without losing money, what their real margin is, and how often someone buys again. With that, every investment decision has a foundation. The ones that dare to test also grow. Always with logic behind it, but experimenting all the time to find new opportunities: different messaging, product variants, changes to the shopping experience. The ones that stall usually have something in common: they depend on a single sales channel, they change their entire strategy if they don't see results in the first few days, they measure success with metrics that have no value in terms of sales, they don't dare to do something different... And above all, they don't think about the full commercial strategy. Paid media is only one part, and not always the most important one. For a business to work, you have to ask whether there's a market for the product, how to reach that segment, what friction exists in the purchase and whether it can be solved online, what the competition offers, and even whether it makes more sense to sell to businesses or to end consumers. ## 3. You say you diagnose with data before executing. Which metrics should a brand that's just starting to professionalize look at, and which should it stop looking at? It's hard to sum up in a short answer, because it depends a lot on the type of business. A B2B company isn't the same as a B2C one, one that sells online isn't the same as one that sells in a physical store or both, and a niche product isn't the same as a mass-market one. The first thing is to make sure you're measuring correctly and that your data reflects what's really happening in the business. If you're just starting to professionalize, what matters is laying the foundations: profitability, costs and margins (even if they aren't ideal at first, knowing your real context). Second, how much it really costs you to acquire a new customer and how much they bring you over time (the famous lifetime value). What I would stop looking at are followers, likes and comments, since they don't always translate into sales. And also stop taking the numbers platforms report, like Meta Ads, as the truth without checking them against your real sales. > A brand owner doesn't care about CTR. They care about whether they sell more, at what margin, and whether they can sustain it.Carolina Ferro, Growly ## 4. When a brand already has traffic but doesn't convert, where do you start looking for the problem? First, confirm that it really doesn't convert. Sometimes the problem is in the measurement, not the store. Then I break traffic down by source. "It doesn't convert" is almost never even across all acquisition channels. Usually there's one source bringing visitors who have nothing to do with what you sell, or an ad promising something the page doesn't show. Only then do I walk the path as if I were a customer (it's key to do it on mobile; many people review the site on a computer). The most common problems I find: - The shipping cost only appears at the very end. - Installment options or payment methods aren't clear. - The product page doesn't answer basic questions: sizes, measurements, materials, delivery times. - Trust signals are missing, like reviews, visible return policies or an easy-to-reach contact channel. And there's something that's heavily underestimated: not everyone who comes in is ready to buy today. If you don't give them a way to stay, with an email, a WhatsApp or a first-purchase benefit, that traffic you paid for leaves and doesn't come back. ## 5. What trend do you think will separate winning brands from losing ones in the next 2 or 3 years? Truly owning the relationship with their customers. Ad platforms are becoming more and more automated, and targeting that used to be an advantage is now done by the algorithm, the same for everyone. That makes acquiring new customers increasingly expensive and increasingly similar across competitors. What sets you apart becomes what the algorithm can't copy: your value proposition, your content and your customer base. The brands that win will be the ones that build their own base, with email, WhatsApp and purchase data, and use it well: communications that respond to what each person bought or viewed, not the same newsletter for everyone. On top of that, AI is dramatically lowering the cost of doing this in a personalized way. A few years ago this was something for big companies. Today a small brand can do it. ## 6. One resource, habit or principle you consider non-negotiable for anyone who wants to grow in digital. Experimenting. Trying a different headline in an ad, another shipping offer, changing a product's photos, adding a channel. Many times what moves the numbers is a detail no one on the team would have expected. The condition is doing it with discipline: one test at a time, with a clear idea of what you expect to happen, and giving it time before drawing conclusions. And writing down the results, even the ones that didn't work, which are usually the ones that teach the most. *This interview was originally conducted in Spanish and translated by the TITANPush team.* Keep reading - [The 12 numbers that separate growth from profitable growth](https://blog.titanpush.com/en/titanpush-blog/the-12-numbers-that-separate-growth-from-profitable-growth?hsLang=en) - [What the highest converting ecommerce stores have in common](https://blog.titanpush.com/en/titanpush-blog/what-the-highest-converting-ecommerce-stores-have-in-common?hsLang=en) - [“That's where the game begins”: Daniel Ferro, ex-Mercado Libre](https://blog.titanpush.com/en/titanpush-blog/thats-where-the-game-begins-daniel-ferro-ex-mercado-libre?hsLang=en) Want to see what's happening in your store? TITANPush is the marketing and conversion platform for ecommerce that shows you how your audience moves and activates the tools to recover and retain the traffic you already have. [Try TITANPush at no cost](https://www.titanpush.com/) Interview by the TITANPush team · October 2026 [Go to TITANPush](https://www.titanpush.com/en) --- ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "TITANPush", "url" : "https://blog.titanpush.com/en/titanpush-blog/author/titanpush" }, "dateModified" : "2026-10-13T18:00:00.192Z", "datePublished" : "2026-10-13T18:00:00.000Z", "headline" : "Ping-Pong with Carolina Ferro of Growly", "image" : [ "https://blog.titanpush.com/hubfs/Retrato%20corporativo%20sobre%20fondo%20azul.png" ], "mainEntityOfPage" : { "@id" : "https://blog.titanpush.com/en/titanpush-blog/ping-pong-with-carolina-ferro-of-growly", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://blog.titanpush.com/hubfs/ISOLOGO%202020%20(3)-2.png" }, "name" : "TITANPush" } } ```