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Senior vice president and director of marketing  technology

15 Minutes Ahead

By Luis Hernandez

About Luis

Luis Hernandez is senior vice president and director of marketing technology for Wunderman, New York. As a technology leader driving innovation in digital marketing initiatives for global brands, Luis brings over 15 years of technology and management experience to the architecture, development, deployment, and analysis of eCRM, sCRM and other online activation, recruitment and retention initiatives as part of global direct marketing and relationship management program. At Wunderman, Luis is responsible for the architecture and management of interactive development initiatives for clients such as Citibank, Land Rover USA, Novartis, and Microsoft. Prior to joining Wunderman, Luis was vice president of client services at NearSource (, an interactive development firm focused on providing near shore development services (in Latin America) for traditional and interactive agencies, as well as end clients. Clients included ANSI, Intrawest, The Jack Parker Corporation, Philips, Starwood, TARGUSinfo, The U.S. Department of Homeland Security, and Vivendi Universal.


Michael Della Penna
Putting Pinterest to Work for Your Brand
Apr 20, 2012

Pinterest is the new hot property. Overnight this visual curation powerhouse has generated more traffic to websites than Twitter, Google+,...

Inside Mobile Marketing

Michael Becker
Following the Breadcrumbs to Guide People Through the Path to Purchase
Apr 10, 2014

  Marketing is about service; it's about helping a company identify and fulfill the needs, wants and desires of consumers....

Customer Experience Commerce

Jeannie Walters
Why Customer Experience Trumps User Experience
Jan 29, 2014

Whenever I'm asked to explain customer experience, I'm always hard-pressed for a short, easily digested answer. It's just so huge!...

Engagement Matters

Stephanie Miller
3 Key Lessons for Mobile Email Marketers
Mar 1, 2012

With mobile devices ranging from smartphones to iPads to e-readers to netbooks, the question isn't if you need a mobile strategy for...

Redefining Performance Marketing

Craig Greenfield
Facebook's Timeline for Brands: A Facebook Performance Opportunity
Mar 29, 2012

Facebook's new Timeline for Brands enables marketers to foster engagement with participants. This engagement can equal Facebook performance. Brands can...

The View From Here

Melissa Campanelli
Everything You Want to Know About Email Marketing … and More
Nov 3, 2011

With the holidays fast approaching, it's a great time for email marketing professionals to give their programs a much needed...

Digital Marketing Takes Action

Heidi Cohen
Which is Better for Mobile Shopping, Tablets or Smartphones?
Jul 7, 2011

Are you wondering whether it’s worth providing your online retail offering on tablets, particularly the iPad? Are you also facing...

Ways of Thinking

Thorin McGee
A Facebook Fan is $136 in Lifetime Value, $3.60 in Media Impressions
Jun 29, 2010

The lifetime value of a Facebook fan is about $136 to top brands, according to this study on Facebook fan...

How Evolving Mobile Behaviors are Raising the Stakes for Marketers

While none would argue that 2011 was the year of the mobile app, marketers have been hearing more noise about the mobile web as a cross-device alternative to apps that are downloaded and installed. The reality isn't so clear-cut.  Read More >>


Doubling Down on Google+?

When determining how to integrate Google+ brand pages into your planning for 2012, it’s important to understand what Google+ is and what it isn’t. By Google’s own admission, Google+ isn't meant to be a social network. Or so it says.


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There's an Ad for That

As the expression "there's an app for that" reaches its cultural saturation point, advertisers need to gain a clear understanding of the differences between mobile web and in-app advertising, as well as the importance of context when setting performance expectations.  Read More >>

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In Praise of the Lowest Common Denominator

A few years ago, I was flying back from a client meeting via JetBlue. By the time I boarded the full flight, many of the passengers were already tuned in to DIRECTV. I glanced around and saw that I was in the company of a refined audience. Passengers were watching CNN, CNBC, The History Channel and an occasional ESPN News here and there. A fast 90-minute flight later, I looked around again. It was a different picture. Easily three out of four passengers (myself included) were transfixed...  Read More >>

The 5 Assassins of Innovation

Every company talks about innovation and recognizes the need to be innovative. But then why do so many promising ideas die an untimely death? Let me introduce you to the assassins of innovation who have your next big idea in their crosshairs:  Read More >>

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The Real Problem with Facebook Advertising: Extreme Engagement

The real problem for marketers is that unequivocally all-consuming, immersive Facebook experience. The issue isn't exclusive to Facebook, however. It's any media placement where the site you choose turns out to be your biggest competitor. In other words, reach doesn't equal impact.

3 Reasons Popularity is Overrated

It seems that we never really lose our obsession with the popular kids. Case in point: the current marketing craze of finding and tapping into influencers.


Random Acts of Appreciation

So, will performing random acts of appreciation for your customers make a difference? Absolutely.  Read More >>


Showdown of the Holiday Gadget Wish List: Man vs. Marketer

The holiday shopping season is in full swing, and it’s make-or-break time for the hottest category this time of year — consumer electronics. As always, there will be no shortage of choices. Store aisles will be jam-packed with bright, shiny contenders, all competing for a place in your shopping cart.



Influencing Consumer Decisions at the “Last Meter”

Forget about the last mile, it’s all about the last meter. Where the rubber meets the road. The final chance to whisper “choose me.” As marketers, you’re pros at top-of-funnel techniques like building brand awareness and generating interest and desire, which (fingers crossed) will convert into sales. But the one place where you have the least control is at the moment of decision, where consumers decide what to buy and what to bypass.  Read More >>