Research

As a Martech Agency, ROI UP Group has always maintained an analytical approach to trends, insights, and developments in the world of Digital Marketing across Spain, Portugal, and Mexico. This commitment to research has led to the creation of our observatories—deep analyses on SEO, SEM, social media, and Generative Digital Footprint, applied to industries like Life Sciences and Food Marketing.

Since 2023, we’ve published seven Life Science Observatories, which have become trusted reference guides, available for free to any professional in the related fields.

Observatories Spain

observatorio

IA AND REPUTATIONAL RISK IN THE FOOD SECTOR: GENERATIVE DIGITAL FOOTPRINT OBSERVATORY 2025

Our new Food Observatory analyzes the impact of Artificial Intelligence on the digital positioning of the 30 leading brands in the sector in Spain.

Download Observatory

observatorio

II PHARMA OBSERVATORY OF SOCIAL NETWORKS 2024

An essential document for gaining in-depth insights into the social media efforts of leading pharmaceutical companies in Spain, featuring use cases, evaluation rankings, trends, and much more.

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observatorio

II OBSERVATORY PHARMA SEO 2024

A comprehensive analysis that outlines the SEO strategies of the leading pharmaceutical companies in Spain—a crucial area for Digital Marketing.

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observatorio

I OBSERVATORIO PHARMA SEO IN SPAIN 2023

A pioneering and in-depth study that analyzes, evaluates, and compares the SEO strategies of the leading pharmaceutical companies in Spain, packed with valuable details and highly relevant conclusions.

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observatorio

I PHARMA OBSERVATORY OF SOCIAL NETWORKS 2023

Our first observatory on the pharma sector in Spain offers an in-depth look at the social media ecosystem of the 25 leading pharmaceutical companies.

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Observatories Mexico

observatorio

ANALYSIS OF THE GENERATIVE DIGITAL FOOTPRINT OF THE TOP 20 PHARMAS IN MEXICO

An accurate study that analyzes both the traditional Digital Footprint and the one generated by the main Artificial Intelligence platforms of the most relevant companies in the pharma sector in Mexico.

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observatorio

II PHARMA OBSERVATORY OF SOCIAL NETWORKS 2024 IN MEXICO

Building on last year's Observatorio Pharma de Redes Sociales in Mexico, this new study offers valuable insights into the evolution of the sector's social media landscape.

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observatorio

I SEO 2024 PHARMA OBSERVATORY IN MEXICO

How are the SEO strategies of the leading pharmaceutical companies in Mexico? This study, essential for anyone interested in Digital Marketing, provides all the answers.

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observatorio

PHARMA SOCIAL NETWORKING OBSERVATORY 2023 in Mexico

The first comprehensive study on the performance and social media strategies of the leading pharmaceutical companies in Mexico.

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Featured publications

Artificial intelligence and creativity: Is it a threat?

Artificial intelligence and creativity: Is it a threat?

"Do Androids Dream of Electric Sheep?" This is the title of one of my favorite science fiction books by the writer Philip K. Dick. A book that would later be adapted by director Ridley Scott in the film Blade Runner, another masterpiece of the 80s. The film tells a fictional story about a future in which AI is so advanced that androids become completely equal to humans and impossible to distinguish. Something that, lately, we are also beginning to imagine with the much talked-about advances in artificial intelligence and SEO, content creation and additional search engine functionalities. But when it comes to artificial intelligence and creativity, does the former pose a threat to the latter?

Creativity Publications

The importance of Hreflang

The importance of Hreflang

Some websites are available in more than one language. If this is your case, implementing a language strategy will help search engines understand which language version is the best one to show users according to factors such as their geolocation: that's where the Hreflang comes in.

SEO Publications

Have you already verified your Linkedin page? We tell you why it is important

Have you already verified your Linkedin page? We tell you why it is important

Linkedin, the social network that shows our professional profile is a powerful tool to connect with the global community of our profession and potential customers. Its users continue to grow and in 2023 reached 746 million, a figure that is estimated to exceed 800 in a couple of years. Its capacity to promote networking, both for companies and individuals, has been amply demonstrated. Surely you have already noticed how the platform suggests that you verify your profile. Is it important to do so? Let's take a look at it.

Social Media Publications

Building the platforms of the future

Building the platforms of the future

Currently, DMPs (Data Management Platforms) are part of data platforms used by advertising agencies. These offer companies and brands the possibility of impacting with a more efficient marketing and more in tune with the current consumer.

Development Publications

5 Male Infuencers you need to follow

5 Male Infuencers you need to follow

Nowadays we keep hearing the word influencers everywhere: in magazines, on TV, in blogs... and especially in viral communication campaigns.

PR Publications

Data and Reporting

Web 3.0: What is it and what will be its impact?

Web 3.0: What is it and what will be its impact?

If you have heard about web 3.0 but are not clear about what it implies or how it differs from the Internet as we know it today, this is of interest to you. As we mentioned in META: the next era of the Internet, any company and/or brand that does not want to be left behind must be up to date with Web 3.0 technology.

Data and Reporting Publications

Digital Marketing Strategy

How does Threads work? The Twitter of Instagram

How does Threads work? The Twitter of Instagram

In July we talked in this blog about Threads after its launch, the Meta application that reached 50 million users 24 hours after its launch. Five months later, it has arrived in the European Union and specifically (what interests us) in Spain. Below, we explain how Threads works and what are the challenges and latent doubts regarding this new app.

Marketing Strategy Publications

Artificial Intelligence

Google Refine Products

Google Refine Products

If there is one digital revolution characterized by change, almost on a daily basis, it is the digital marketing revolution of 2025. Artificial intelligence is redefining the search experience. What used to be a simple list of links is now being transformed into a guided, visual and hyper-personalized shopping experience. In this new scenario, Google Refine Products emerges as one of the major AI-driven breakthroughs in the search engine ecosystem: an evolution that turns search into true assisted shopping decisions.

AI publications

Gamification in social networks: increase the engagement of your contents

Gamification in social networks: increase the engagement of your contents

Do you think the main job of a community manager is to click the publish button? That part is just the tip of the iceberg of all the tasks that this figure performs. In the hidden part there are hours and hours of strategy creation and competitor research. As well as generating content capable of capturing the attention of the most demanding users. And all with a clear objective: to improve engagement on social networks. But how to achieve this? One of the most commonly used resources is gamification, and we'll tell you what it is!

Paid Media Publications

News highlights

AI and new consumption patterns

Artificial intelligence is the future of advertising in the digital age.

Brand authenticity and influencers: a bond of trust with the consumer

What’s next: voice marketing, AI in spades and virtual influencers

IAB Tech Lab launches ADMaP, a new protocol for attribution measurement in Data Clean Rooms

Strategic AI governance roadmap

Google to adopt Anthropic’s standard for connecting AI models with data

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