Good Humans
Good Humans is a Guadalajara-based data-driven digital marketing agency offering social listening, audience intelligence, MarTech implementation, creative campaigns, and media planning to enterprise brands across Mexico and Latin America via certified partnerships with Braze, Mixpanel, SentiOne, Audiense, and HypeAuditor.
- Company typePrivate
- Founded2003
- HeadquartersGuadalajara, Mexico
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Good Humans does
Good Humans is a privately held, data-driven digital marketing and technology agency headquartered in Guadalajara, Mexico, with a regional office in Mexico City. Founded in 2003 originally as masFusion and rebranded in 2021 under the "Digital for Humans" philosophy, the firm operates a hybrid platform-and-services model. Its core technology offering consists of being a Certified Solution Partner in LATAM for five major MarTech platforms: Braze (omnichannel customer engagement), Mixpanel (behavioral analytics), SentiOne (social listening across 6.5 million sources), Audiense (audience intelligence with IBM Watson AI), and HypeAuditor (AI-powered influencer scoring). The proprietary Good Data Laboratory, launched in 2020, layers custom social intelligence and research reports on top of these partnerships.
The company monetizes through three primary streams: (i) digital marketing professional services including strategy, creative production, web experiences, social media management, and media planning/buying; (ii) MarTech implementation, training, and ongoing support for its partner platforms; and (iii) custom research reports and data intelligence studies (Cultural Foresight, Hot Sale analysis, Neobanco consumer analysis). Pricing is project-based and quote-driven with multi-year retainer arrangements. Its customer base comprises primarily enterprise brands across automotive (Ford, Volvo, MG, GAC), tourism (Xcaret, Vidanta), CPG (L'Oréal, Grupo Herdez), retail (Coppel, C&A, Skechers), insurance (GNP, Aseguradora Nacional), technology/telecom (izzi, Didi), airlines (Aeroméxico), sports (Chivas), media (Grupo Salinas), and government (Zapopan). Geographic reach spans Mexico, USA, Canada, Peru, Colombia, and Argentina, with 100+ clients served over more than a decade of social listening activity.
Good Humans is founder-led (David Alfaro, CEO and founder), independently owned with no disclosed institutional investment, and has maintained operations for 22 years through successive strategic pivots, including the development of an early AdTech product (MadeinSocial), the Sysomos-to-Meltwater partnership transition, and the cultivation of the Listen Up community — positioned as the largest social intelligence meetup series in LATAM.
Good Humans firmographics
Firmographics- Name
- Good Humans
- Legal name
- GOOD HUMANS – Dazing Studio, Sociedad Civil (S.C.)
- Website
- https://goodhumans.agency
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Good Humans is a Guadalajara-based data-driven digital marketing agency offering social listening, audience intelligence, MarTech implementation, creative campaigns, and media planning to enterprise brands across Mexico and Latin America via certified partnerships with Braze, Mixpanel, SentiOne, Audiense, and HypeAuditor.
- Ownership category
- akta.pro rank
Good Humans industry classification
Industry- Product category
- Digital Marketing Services
- NAICS
- Advertising, Public Relations, and Related Services (5418), Marketing Research and Public Opinion Polling (541910), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)
- SIC
- Services-Advertising (7310), Services-Advertising Agencies (7311)
- akta.pro primary industry
- Marketing Technology, AdTech & MarTech Services (BPAFAAAN)
- akta.pro secondary industries
- Data Management Platforms (DMP) & Customer Data Platforms (CDP) (BPAMALAD), Customer Data Platforms (CDP) & Identity Resolution (BPAFAFAD), Live Commerce & Shoppable Creator Campaigns (BPAFAHAL)
Keywords
Where Good Humans is headquartered
LocationHeadquarters
- HQ city
- Guadalajara
- HQ country
- Mexico
- HQ region
- Latin America
Offices2 records
Markets served
Good Humans business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations
Revenue model
- Digital Marketing Services: Professional services including social listening, digital campaigns, brand strategy, creative content production, web experiences, social media management, and media planning/buying. Revenue generated through project fees, retainer agreements, and consulting engagements for enterprise clients.
- MarTech Implementation & Support: Implementation, training, and ongoing support services for Braze, Mixpanel, SentiOne, Audiense, and HypeAuditor platforms. Includes tracking-plan construction, data infrastructure setup, configuration, and customer success.
- Social Intelligence Reports & Studies: Custom research reports and studies such as Cultural Foresight, Hot Sale analysis, Neobanco consumer analysis, and influencer marketing reports published on their blog and available for download.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom project-based pricing |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels7 records
Good Humans product offering
Product offeringCore offering
Good Humans is a data-driven digital marketing and technology agency offering social listening, audience intelligence, customer engagement, behavioral analytics, and influencer marketing services in Latin America. The company operates as a certified Solution Partner for five MarTech platforms (Braze, Mixpanel, SentiOne, Audiense, and HypeAuditor), providing strategy, implementation, training, and ongoing support alongside its own Good Data Laboratory for custom social intelligence and a full suite of creative, content, web, social media, and media planning services.
Product overview
Good Humans is a data-driven digital marketing and technology agency with 22 years of experience, offering a platform-plus-services model centered on human-centric marketing. The core portfolio consists of five MarTech platforms they represent as certified Solution Partners in LATAM: SentiOne (social listening), Audiense (audience intelligence), Braze (customer engagement), Mixpanel (behavioral analytics), and HypeAuditor (influencer marketing). These are complemented by their proprietary Good Data Laboratory for custom social intelligence, and a full suite of service modules including Human Data & Strategy, Digital Marketing Campaigns, Creativity & Content Production, Web Experiences & Technology, Social Media Management, and Media Planning & Buying. The offering is unified by their 'Digital for Humans' methodology that combines data intelligence, creativity, technology, and advertising to understand audience behavior and drive relevant brand connections.
Differentiator
Problem solved
Functional benefit
Products and services
- SentiOne Social Listening Social listening platform offering for Latin American brands, providing real-time monitoring across 6.5+ million online sources including social media, blogs, news, and review sites with automated sentiment analysis and AI-powered insights.
- Audiense Audience Intelligence Audience intelligence platform offering for Mexican and LATAM brands, providing consumer segments based on natural behavior with IBM Watson AI-powered psychological personality analysis for understanding audience interests and influence patterns.
- Braze Customer Engagement Platform Omnichannel customer engagement platform offering for LATAM brands, enabling communication across email, push notifications, web cards, SMS, and WhatsApp with real-time behavioral triggers and dynamic segmentation.
- Mixpanel Digital Behavior Analytics Behavioral analytics platform offering for LATAM clients, transforming user behavior into actionable data for conversion, retention, and campaign analysis with over 100 pre-configured integrations.
- HypeAuditor Influencer Marketing AI-powered influencer marketing platform offering for brands, providing audience quality scoring (0-100), True Reach monitoring, ROI measurement, and brand safety verification across Instagram, Twitter, YouTube, and TikTok.
- Good Data Laboratory Proprietary data laboratory applying social intelligence and listening to help brands understand and influence digital audience behavior through actionable insights, custom research reports and studies such as Cultural Foresight, Hot Sale analysis, and Neobanco consumer analysis.
- Digital Marketing Campaigns Brandformance, performance, and brand-building digital marketing campaigns for enterprise brands, including influencer marketing integration and product launch support.
- Creativity and Content Production Multichannel content creation services for brands including branding, audiovisual production, animation, content marketing, and copywriting with storytelling for digital channels.
- Web Experiences and Technology Website development, landing pages, e-commerce, email marketing, Command Centers, and marketing automation implementation services for brands.
- Social Media Management Content planning, community management, and social media crisis monitoring service with humanized brand interaction for enterprise clients.
- Media Planning and Buying Digital media planning and buying service for brands across Google Ads, social platforms (Facebook, Instagram, YouTube, TikTok, LinkedIn), and influencer partnerships.
Quantifiable outcome
- 22 million views in 3 weeks for Vivanuncios campaign
- +6 more outcomes
Companies that use Good Humans
Customer profileNamed customers26 records
Segments4 records
Ideal customer profiles3 records
Good Humans technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability9 records
Feature3 records
Good Humans partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- IAB MéxicocoreActive members of IAB México (Interactive Advertising Bureau), representing the digital advertising and interactive marketing industry. Serves as a meeting point for growth and professionalization of agencies, advertisers, publishers, technology platforms, and universities. Good Humans collaborated on the Perfect Pitch guide for marketing digital.
- SentiOnecoreEuropean-origin company specializing in social listening, recognized by Ernst & Young, Deloitte, and G2 Crowd. Good Humans is the official representative of SentiOne in Mexico with over 13 years of experience in social listening. Offers unlimited keywords, 6.5 million sources, AI-powered sentiment analysis, and real-time monitoring.
- BrazecoreLeading customer engagement platform creating omnichannel digital experiences based on customer behavior and preferences. Good Humans is Solution Partner of Braze in LATAM, providing implementation, connections, training, and ongoing support for brands.
- MixpanelcoreLeading platform for digital behavior analysis that helps companies understand users and make data-driven decisions. Good Humans is Solution Partner of Mixpanel in LATAM, offering implementation and support services.
- AudiensecoreWorld's #1 Audience Intelligence platform providing actionable data and insights for understanding audiences. Good Humans is the official representative of Audiense in Mexico with over 12 years of experience in social listening and data intelligence.
- HypeAuditorcoreAI-powered influencer marketing platform enabling influencer discovery, audience quality scoring, and campaign management. Good Humans is Certified Solution Partner providing full-service influencer marketing management.
- DatashakeminorSponsor of Listen Up events (community meetups on social listening) with Ferdinand Leon Meister as representative. Partnership supports community building and educational initiatives in social intelligence.
- Plus MediaminorPartnership providing expertise in paid media and business intelligence. Strengthened over the years to complement Good Humans' service offerings.
- Altazor IntelligenceminorStrategic collaboration for World Cup 2026 study analyzing sociocultural and commercial landscape from the Mexican fan perspective through surveys and digital conversations.
- QuestionProminorResearch and survey platform partner collaborating on World Cup 2026 study analyzing fan behavior and expectations through 1,500 surveys and 1.14 million digital conversations.
- NoisiaminorAI company collaborating on Cultural Foresight Mexico 2026 study analyzing 8 cultural signals detected in Mexican digital conversation over 17 months across 7 platforms.
- SentiOneminorCollaboration on Hot Sale 2026 study analyzing digital conversation around the shopping event to identify factors influencing conversion, including discount transparency, payment errors, checkout experience, marketplace comparison, and post-sale trust.
Scale indicators6 records
Recent moves8 records
Expansion highlights5 records
Good Humans competitors and assessment
Company assessmentBroad incumbents
- Ogilvy Mexico: Largest global advertising network with deep Mexico operations, offering brand strategy, digital campaigns, and social media services across the same enterprise verticals as Good Humans.
- Merkle Mexico: Data-driven customer experience agency with deep CDP, analytics, and CRM capabilities — competes with Good Humans specifically on Mixpanel/Braze-style data and engagement work.
- MullenLowe Mexico: Creative and media agency in Mexico operating across data-driven marketing, brand campaigns, and digital strategy — directly competing for the same enterprise brand budgets.
- MediaMonks (Media.Monks): Global digital production and experience agency expanding aggressively in LATAM with data, content, and MarTech capabilities comparable to Good Humans' integrated model.
- Havas Media Mexico: Global media and digital marketing network operating in Mexico with social listening, programmatic, and content capabilities that overlap with Good Humans' MarTech service lines.
- Wunderman Thompson Mexico: Global creative, data, and technology agency network with a strong Mexico presence offering digital transformation, CRM, and MarTech services comparable to Good Humans' enterprise offerings.
Emerging players
- R/GA Mexico: Innovation and digital transformation agency that combines creativity with technology consulting, similar to Good Humans' MarTech-plus-creative positioning for enterprise clients.
Direct peers
- Diga!360: Latin American digital marketing agency offering social media, digital campaigns, and content production to enterprise brands across multiple LATAM markets — closest mid-market peer to Good Humans.
- Laudemark / Grupo W Mexico: Mexico-based digital and MarTech agency providing data-driven marketing, social listening, and technology implementation services to enterprise brands across LATAM.
Others
- Kantar Mexico: Global market research and consumer intelligence firm whose social listening and audience analytics capabilities intersect with Good Humans' Good Data Lab and Audiense/SentiOne-based insights work.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Good Humans social profiles
Digital presenceGood Humans compliance and trust
Trust signalCompliance1 record
Good Humans financial estimates
Financial estimateRevenue estimate
Valuation estimate
Good Humans leadership team
Management profileNumber of profiles
Profiles1 record
Good Humans funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Good Humans M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Good Humans
What does Good Humans do?
Good Humans is a data-driven digital marketing and technology agency offering social listening, audience intelligence, customer engagement, behavioral analytics, and influencer marketing services in Latin America. The company operates as a certified Solution Partner for five MarTech platforms (Braze, Mixpanel, SentiOne, Audiense, and HypeAuditor), providing strategy, implementation, training, and ongoing support alongside its own Good Data Laboratory for custom social intelligence and a full suite of creative, content, web, social media, and media planning services.
Is Good Humans a public or private company?
Good Humans is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Good Humans founded?
Good Humans was founded in 2003. It employs 11 to 50 people.
Where is Good Humans based?
Good Humans is headquartered in Guadalajara, Mexico, in the Latin America region.
How does Good Humans make money?
Three revenue lines are on record. Digital Marketing Services are the primary driver. The others are marTech Implementation & Support and social Intelligence Reports & Studies.
Who are Good Humans's main competitors?
Broad incumbents on record are Ogilvy Mexico, Merkle Mexico, MullenLowe Mexico, MediaMonks (Media.Monks), Havas Media Mexico and Wunderman Thompson Mexico. R/GA Mexico is listed as an emerging player. Direct peers are Diga!360 and Laudemark / Grupo W Mexico. Kantar Mexico is listed as an others.
Does Good Humans have an API?
No public API is recorded for Good Humans.
What industry is Good Humans in?
Good Humans's product category is Digital Marketing Services. Its primary akta.pro industry code is BPAFAAAN, Marketing Technology, AdTech & MarTech Services, with a secondary code of BPAMALAD, Data Management Platforms (DMP) & Customer Data Platforms (CDP). Its NAICS code is 5418 and its SIC code is 7310.