De 0 a Miles de Experimentos (feat. Rafael Buitrago) | Ep. 160

Rafael Buitrago, SME of Experimentation at LATAM Airlines, talks with Oz about building a true culture of experimentation. The central thesis: experimenting is NOT running random A/B tests. It's an organizational operating system where every product decision is validated with causal evidence. LATAM avoided deploying a feature that would have cost them over $100 million annually thanks to a controlled experiment. Only 20-30% of changes in production move metrics—the other 70-80% don't work or destroy value. 00:00 Intro and Welcome 01:33 Who is Rafael Buitrago and his role at LATAM Airlines? 02:28 Why does a culture of experimentation exist? 03:45 How do experimentation departments emerge in companies? 06:11 Roles: Data Scientists + Product Teams 07:13 PEEs: People Who Experiment (Democratizing) 08:20 How AI changed the experimentation cycle 09:34 Do small businesses need to experiment? 10:51 How to sell experimentation to the CEO 12:03 The myth of "launching and selling more" 13:59 The real success rate: 20-30% 15:07 How to measure the program's impact? 17:08 How to protect experimentation in difficult times 18:36 Experimentation should NOT be a separate area 19:49 Mistakes that cost millions: the LATAM Airlines case 22:35 Tool stack: ABsmartly, FullStory 27:31 Knowledge is the hardest thing to find 28:30 Resources: Design for Impact, Trustworthy Online Experiments 30:02 How Rafa uses Claude + FullStory's MCP 31:05 Final recommendation to get started 33:01 Closing ✩ AVAILABLE COURSES🎓📚: ✅ Leadership in Technology/Engineering 2026 (Recorded +27k students) 👉 https://www.udemy.com/course/liderazg... ✩ SUBSCRIBE TO THE PODCAST ► https://www.youtube.com/CoffeePower?s... ✩ Rafael Buitrago (Guest) ►   / rafael-buitrago-osorio   ✩ LATAM Airlines — Experimentation (Medium) ►   / experimentaci%c3%b3n-el-camino-para-darle-...   ✩ Oswaldo Alvarez (Host) ►   / ozalvarez   Connect with Coffee Power ✩ LinkedIn -   / coffeepower   ✩ Instagram -   / coffeepowerpodcast   How Can you support this podcast? ✅ If you enjoyed the episode, click 'Like'! 👍 ✅ Share this episode with your friends and/or colleagues. 👥👨‍💼👩‍💼 ✅ You can also share the episode and mention us on your social media (Remember, we love LinkedIn!). 📲💻👥 ✅ SUBSCRIBE and turn on all notifications to know when there's a new episode! 🔔👀 ✅ Leave a comment below telling us what you thought of the episode and share your thoughts on what we discussed. 💬👂🗣️ New to Coffee Power? Discover the #1 Spanish-language tech leadership podcast. With over 145 episodes, we bring you the latest in tech trends and leadership. Ideal for current and future leaders in the tech sector, stay up-to-date in a constantly evolving world. Subscribe so you don't miss new episodes! ✩ Kohavi & Thomke (HBR) - The Surprising Power of Online Experiments ► https://web-docs.stern.nyu.edu/execut... ✩ Erin Wigel - Design for Impact (book recommended by Rafa) ✩ Trustworthy Online Controlled Experiments (Kohavi, Tang & Xu) ✩ ABsmartly Case Study - LATAM Airlines ► https://absmartly.framer.website/blog... ✩ Nubank Engineering - CUPED ► https://building.nubank.com/es/3-apre... ✩ Mercado Libre Tech - A/B Testing at Scale ►   / a-b-testing-meli   ✩ Mastercard SOBE 2024 ► https://www.mastercard.com/global/en/... #Podcast #Experimentation #ProductManagement