:root{
    --orange:#FA9800;--black:#000;--ink:#151515;--muted:#66666d;--line:rgba(20,20,26,.14);
    --paper:#fff;--soft:#f6f6f4;--reading:720px;--wide:1080px;--pad:clamp(20px,5vw,64px);
  }
  *,*::before,*::after{box-sizing:border-box}
  html{scroll-behavior:smooth;scroll-padding-top:100px}
  body{margin:0;background:var(--paper);color:var(--ink);font-family:'Inter',system-ui,-apple-system,Segoe UI,sans-serif;line-height:1.68;-webkit-font-smoothing:antialiased;overflow-x:hidden}
  img,svg,video,iframe{display:block;max-width:100%}
  a{color:inherit;text-decoration:none}
  button,input{font:inherit}
  button{cursor:pointer}
  h1,h2,h3,h4{margin:0;font-family:'Jakarta','Inter',system-ui,sans-serif;letter-spacing:-.035em;text-wrap:balance}
  p{margin:0}
  .container{width:min(100% - 40px,var(--wide));margin-inline:auto}
  .reading{width:min(100% - 40px,var(--reading));margin-inline:auto}
  .sr-only{position:absolute;width:1px;height:1px;padding:0;margin:-1px;overflow:hidden;clip:rect(0,0,0,0);white-space:nowrap;border:0}

  .site-header{position:sticky;top:0;z-index:50;background:rgba(255,255,255,.96);border-bottom:1px solid var(--line);backdrop-filter:blur(12px)}
  .header-progress{position:absolute;left:0;bottom:-1px;width:0;height:3px;background:var(--orange);transition:width .08s linear}
  .header-inner{height:88px;display:flex;align-items:center;justify-content:space-between;gap:28px}
  .logo{display:block;width:220px;flex:none}.logo img{width:100%;height:auto}
  .site-nav{display:flex;align-items:center;gap:30px;font-size:.9rem;font-weight:650;color:#5b5b63}
  .site-nav a:hover,.site-nav a[aria-current="page"]{color:#000}
  .site-nav a[aria-current="page"]{display:flex;align-items:center;gap:8px}
  .site-nav a[aria-current="page"]::before{content:"";width:8px;height:8px;border-radius:2px;background:var(--orange)}
  .header-cta{padding:10px 18px;border:1px solid rgba(20,20,26,.22);border-radius:10px;font-size:.84rem;font-weight:750}
  .menu{display:none;width:42px;height:42px;border:1px solid var(--line);border-radius:9px;background:#fff;align-items:center;justify-content:center}
  .menu span,.menu span::before,.menu span::after{content:"";display:block;width:18px;height:2px;background:#000;position:relative}.menu span::before{position:absolute;top:-6px}.menu span::after{position:absolute;top:6px}

  .article-hero{padding:96px 0 76px;border-bottom:1px solid var(--line)}
  .hero-meta{display:flex;align-items:center;flex-wrap:wrap;gap:10px 22px;font-size:.75rem;font-weight:800;letter-spacing:.08em;text-transform:uppercase;color:var(--muted)}
  .hero-meta .category{color:var(--orange);display:flex;align-items:center;gap:10px}.hero-meta .category::before{content:"";width:28px;height:4px;background:var(--orange);border-radius:2px}
  .article-hero h1{max-width:950px;margin:38px 0 30px;font-size:clamp(2.8rem,5.45vw,5.2rem);font-weight:750;line-height:.98;letter-spacing:-.052em}
  .article-dek{max-width:760px;color:#55555c;font-size:clamp(1.12rem,2vw,1.4rem);line-height:1.55}
  .author-line{display:flex;align-items:center;gap:14px;margin-top:42px;font-size:.88rem;color:var(--muted)}
  .author-mark{display:grid;place-items:center;width:44px;height:44px;background:#000;color:#fff;border-radius:11px 11px 11px 4px;font-size:.78rem;font-weight:850;letter-spacing:.03em}
  .author-line strong{display:block;color:#000}.author-line span{display:block;font-size:.78rem}.author-line .author-mark{display:grid;font-size:.78rem}

  .hero-visual{width:min(100% - 40px,1240px);height:clamp(360px,53vw,700px);margin:0 auto 104px;background:#000;position:relative;overflow:hidden}
  .hero-visual img{position:absolute;width:min(56vw,680px);max-width:none;right:-4%;top:50%;transform:translateY(-50%)}
  .hero-visual.category-cover--estrategia img{width:min(54vw,650px);right:-1%;top:47%;transform:translateY(-50%) rotate(90deg)}
  .hero-visual.category-cover--adquisicion img{width:min(56vw,680px);right:-4%;top:50%;transform:translateY(-50%)}
  .hero-visual.category-cover--conversion img{width:min(60vw,720px);right:-7%;top:42%;transform:translateY(-50%) rotate(180deg)}
  .hero-visual.category-cover--datos img{width:min(52vw,630px);right:1%;top:55%;transform:translateY(-50%) scaleX(-1)}
  .hero-visual__label{position:absolute;left:clamp(22px,4vw,54px);top:clamp(22px,4vw,48px);color:var(--orange);font-size:.75rem;font-weight:800;letter-spacing:.1em;text-transform:uppercase}
  .hero-visual__index{position:absolute;left:clamp(22px,4vw,54px);bottom:clamp(18px,3.5vw,42px);font-size:clamp(5rem,13vw,11rem);font-weight:800;line-height:.78;letter-spacing:-.09em;color:#fff}

  .article-layout{position:relative}
  .share-rail{position:absolute;left:max(20px,calc(50% - 540px));top:0;width:78px;color:var(--muted)}
  .share-rail p{font-size:.67rem;font-weight:800;letter-spacing:.08em;text-transform:uppercase;margin-bottom:13px}
  .share-rail a{display:grid;place-items:center;width:38px;height:38px;margin-bottom:8px;border:1px solid var(--line);border-radius:9px;font-size:.72rem;font-weight:800;transition:.2s}
  .share-rail a:hover{background:#000;color:#fff;border-color:#000}

  .article-content{font-family:'Inter',system-ui,-apple-system,Segoe UI,sans-serif;font-size:clamp(1.08rem,1.55vw,1.23rem);line-height:1.78;color:#242426}
  .article-content>p{margin:0 0 1.65em}
  .article-content>.intro{font-size:1.22em;line-height:1.62;color:#111}
  .article-content h2{font-family:'Jakarta','Inter',system-ui,sans-serif;font-size:clamp(2.25rem,4.6vw,4rem);line-height:1.02;margin:2.3em 0 .72em;color:#000;letter-spacing:-.05em}
  .article-content h3{font-family:'Jakarta','Inter',system-ui,sans-serif;font-size:clamp(1.55rem,2.8vw,2.25rem);line-height:1.14;margin:2.2em 0 .6em;color:#000;letter-spacing:-.035em}
  .article-content ul,.article-content ol{margin:0 0 2em;padding-left:1.25em}
  .article-content li{padding-left:.4em;margin:.55em 0}.article-content li::marker{color:var(--orange);font-weight:800}
  .article-content strong{color:#000}.article-content mark{background:rgba(250,152,0,.24);color:inherit;padding:.05em .13em}
  .article-content a{color:#000;border-bottom:2px solid var(--orange)}

  .key-points{font-family:Inter,Arial,sans-serif;margin:68px 0;padding:34px 36px 30px;background:var(--soft);border-top:5px solid var(--orange)}
  .key-points__eyebrow{display:block;color:var(--orange);font-size:.72rem;font-weight:850;letter-spacing:.09em;text-transform:uppercase;margin-bottom:18px}
  .key-points h2{font-size:clamp(1.8rem,3vw,2.4rem);margin:0 0 22px;letter-spacing:-.04em}
  .key-points ul{margin:0;padding:0;list-style:none;counter-reset:points}
  .key-points li{position:relative;padding:14px 0 14px 48px;margin:0;border-top:1px solid var(--line);font-size:.93rem;line-height:1.5;counter-increment:points}
  .key-points li::before{content:"0" counter(points);position:absolute;left:0;top:14px;color:var(--orange);font-weight:850;font-size:.76rem;letter-spacing:.04em}

  .pullquote{width:min(100vw - 40px,960px);margin:94px 50% 94px;transform:translateX(-50%);padding:54px clamp(25px,5vw,68px);background:#000;color:#fff;font-family:'Jakarta','Inter',system-ui,sans-serif;position:relative;overflow:hidden}
  .pullquote::before{content:"";position:absolute;left:0;top:0;width:9px;height:100%;background:var(--orange)}
  .pullquote p{font-size:clamp(2rem,4.5vw,3.8rem);line-height:1.08;letter-spacing:-.045em;font-weight:720;max-width:22ch}
  .pullquote cite{display:block;margin-top:24px;color:#aaa;font:700 .7rem/1.3 Inter,Arial,sans-serif;letter-spacing:.09em;text-transform:uppercase;font-style:normal}

  .stats{width:min(100vw - 40px,960px);margin:82px 50%;transform:translateX(-50%);display:grid;grid-template-columns:repeat(3,1fr);border-top:1px solid var(--line);border-bottom:1px solid var(--line)}
  .stat{padding:36px 28px;border-right:1px solid var(--line);font-family:Inter,Arial,sans-serif}.stat:last-child{border:0}
  .stat strong{display:block;color:var(--orange);font-size:clamp(2.8rem,6vw,5rem);line-height:.9;letter-spacing:-.07em}.stat span{display:block;margin-top:15px;color:var(--muted);font-size:.78rem;line-height:1.45;text-transform:uppercase;letter-spacing:.05em}

  .metric-list{list-style:none!important;padding:0!important;border-top:1px solid var(--line)}
  .metric-list li{display:grid;grid-template-columns:145px 1fr;gap:28px;padding:21px 0!important;margin:0!important;border-bottom:1px solid var(--line)}
  .metric-list strong{font-family:Inter,Arial,sans-serif;color:#000;font-size:.9rem}.metric-list span{font-size:.95em}
  .numbered-alerts{list-style:none!important;padding:0!important;counter-reset:alerts}
  .numbered-alerts li{position:relative;padding:24px 0 24px 72px!important;margin:0!important;border-top:1px solid var(--line);counter-increment:alerts}
  .numbered-alerts li::before{content:"0" counter(alerts);position:absolute;left:0;top:20px;font:800 2rem/1 Inter,Arial,sans-serif;color:var(--orange);letter-spacing:-.05em}

  .media-wide{width:min(100vw - 40px,960px);margin:84px 50%;transform:translateX(-50%)}
  .editorial-image{height:clamp(330px,50vw,570px);background:#000;position:relative;overflow:hidden}.editorial-image img{position:absolute;width:min(62vw,650px);right:-30px;top:50%;transform:translateY(-50%)}
  figcaption{margin-top:12px;color:var(--muted);font:500 .75rem/1.5 Inter,Arial,sans-serif}
  .gallery{display:grid;grid-template-columns:1.25fr .75fr;gap:10px}.gallery figure{margin:0}.gallery .editorial-image{height:430px}.gallery figure:last-child .editorial-image{background:var(--orange)}.gallery figure:last-child img{filter:brightness(0);right:-110px}

  .table-wrap{width:min(100vw - 40px,960px);margin:82px 50%;transform:translateX(-50%);overflow-x:auto}
  table{width:100%;border-collapse:collapse;font:500 .88rem/1.5 Inter,Arial,sans-serif}
  caption{text-align:left;font-weight:800;color:#000;font-size:1.35rem;margin-bottom:18px;letter-spacing:-.02em}
  th,td{padding:16px 18px;text-align:left;border-bottom:1px solid var(--line);min-width:150px}th{background:#000;color:#fff;font-size:.7rem;letter-spacing:.08em;text-transform:uppercase}td:first-child{font-weight:800;color:#000}
  .separator{display:flex;align-items:center;gap:13px;margin:88px auto;width:94px}.separator i{display:block;width:22px;height:22px;background:#000;border-radius:7px 7px 7px 2px}.separator i:nth-child(2){background:var(--orange)}

  .video-embed{width:min(100vw - 40px,960px);aspect-ratio:16/9;margin:84px 50%;transform:translateX(-50%);background:#000;display:grid;place-items:center;position:relative;color:#fff}
  .video-embed button{width:76px;height:76px;border:1px solid rgba(255,255,255,.5);border-radius:16px 16px 16px 5px;background:var(--orange);color:#000;font-size:1.3rem;font-weight:800}.video-embed span{position:absolute;left:28px;bottom:24px;font:750 .72rem/1.3 Inter,Arial,sans-serif;letter-spacing:.08em;text-transform:uppercase;color:#aaa}

  .download,.service-cta,.subscribe-inline{width:min(100vw - 40px,960px);margin:88px 50%;transform:translateX(-50%);font-family:Inter,Arial,sans-serif}
  .download{display:grid;grid-template-columns:120px 1fr auto;gap:26px;align-items:center;padding:28px;border:1px solid var(--line)}
  .download__mark{height:112px;background:var(--orange);display:grid;place-items:center;font-size:1.7rem;font-weight:850;border-radius:16px 16px 16px 5px}.download h3{margin:0 0 7px;font-size:1.45rem}.download p{color:var(--muted);font-size:.86rem;line-height:1.5}.text-link{display:inline-flex;align-items:center;gap:12px;font-weight:800;font-size:.86rem;white-space:nowrap}.text-link b{display:grid;place-items:center;width:34px;height:34px;background:#000;color:#fff;border-radius:8px 8px 8px 3px}
  .service-cta{padding:50px clamp(28px,6vw,72px);background:var(--orange);color:#000;position:relative;overflow:hidden}.service-cta small{display:block;font-size:.7rem;font-weight:850;letter-spacing:.09em;text-transform:uppercase;margin-bottom:18px}.service-cta h2{margin:0 0 20px;max-width:15ch;font-size:clamp(2.2rem,4.3vw,3.8rem);line-height:1.03}.service-cta p{max-width:56ch;font-size:.95rem}.service-cta a{display:inline-flex;margin-top:28px;padding:13px 20px;background:#000;color:#fff;border:0;border-radius:10px 10px 10px 3px;font-size:.85rem;font-weight:800}
  .subscribe-inline{background:#000;color:#fff;padding:46px clamp(28px,5vw,60px);display:grid;grid-template-columns:1fr 1fr;gap:48px;align-items:end}.subscribe-inline h2{font-size:clamp(2rem,3.7vw,3.25rem);line-height:1.03;margin:0}.subscribe-inline h2 span{color:var(--orange)}.subscribe-inline p{font-size:.86rem;color:#aaa;margin-top:16px}.subscribe-form{display:grid;grid-template-columns:1fr auto;gap:9px}.subscribe-form input{height:52px;min-width:0;border:1px solid #555;background:#141414;color:#fff;padding:0 15px;border-radius:9px}.subscribe-form button{border:0;background:var(--orange);padding:0 18px;font-weight:800;border-radius:9px 9px 9px 3px}

  .faq{margin:0 0 70px;border-top:1px solid var(--line)}.faq details{border-bottom:1px solid var(--line)}.faq summary{cursor:pointer;list-style:none;padding:23px 50px 23px 0;position:relative;font:800 1rem/1.45 Inter,Arial,sans-serif;color:#000}.faq summary::-webkit-details-marker{display:none}.faq summary::after{content:"+";position:absolute;right:8px;top:19px;color:var(--orange);font-size:1.5rem}.faq details[open] summary::after{content:"−"}.faq details p{padding:0 40px 25px 0;margin:0;font-size:.95em}

  .article-end{margin-top:112px;border-top:1px solid var(--line)}
  .end-row{padding:42px 0;border-bottom:1px solid var(--line)}
  .end-label{display:block;margin-bottom:20px;color:var(--muted);font-size:.69rem;font-weight:850;letter-spacing:.09em;text-transform:uppercase}
  .author-card{display:grid;grid-template-columns:92px 1fr;gap:28px;align-items:start}.author-card__mark{display:grid;place-items:center;height:92px;background:#000;color:#fff;border-radius:20px 20px 20px 6px;font-weight:850;letter-spacing:.04em}.author-card h3{font-size:1.45rem;margin-bottom:9px}.author-card p{max-width:62ch;color:var(--muted);font-size:.9rem}
  .tags-share{display:flex;justify-content:space-between;align-items:flex-start;gap:36px}.tags{display:flex;flex-wrap:wrap;gap:8px}.tags a{padding:8px 12px;border:1px solid var(--line);border-radius:8px 8px 8px 3px;font-size:.76rem;font-weight:750}.share-end{display:flex;gap:8px}.share-end a{display:grid;place-items:center;min-width:40px;height:40px;padding:0 12px;border:1px solid var(--line);border-radius:8px;font-size:.72rem;font-weight:800}
  .post-nav{display:grid;grid-template-columns:1fr 1fr;border-bottom:1px solid var(--line)}.post-nav a{padding:42px 0}.post-nav a+ a{padding-left:46px;border-left:1px solid var(--line)}.post-nav small{display:block;color:var(--orange);font-size:.68rem;font-weight:850;letter-spacing:.09em;text-transform:uppercase;margin-bottom:14px}.post-nav strong{display:block;max-width:28ch;font-size:1.15rem;line-height:1.35}.post-nav a:last-child{text-align:right}.post-nav a:last-child strong{margin-left:auto}

  .related{padding:96px 0 104px}.related-head{display:flex;justify-content:space-between;align-items:end;gap:30px;border-bottom:1px solid var(--line);padding-bottom:20px;margin-bottom:0}.related-head h2{font-size:clamp(2.5rem,5vw,4.8rem);line-height:.95}.related-head a{font-size:.78rem;font-weight:850;color:var(--muted)}
  .related-list a{display:grid;grid-template-columns:65px 150px 1fr 38px;gap:25px;align-items:start;padding:30px 0;border-bottom:1px solid var(--line);transition:padding-left .2s}.related-list a:hover{padding-left:12px}.related-list b{color:var(--orange);font-size:1rem}.related-list small{color:var(--muted);font-size:.69rem;font-weight:800;letter-spacing:.07em;text-transform:uppercase}.related-list h3{font-size:clamp(1.35rem,2.4vw,2rem);line-height:1.14;max-width:27ch}.related-list i{display:grid;place-items:center;width:36px;height:36px;background:var(--orange);border-radius:8px 8px 8px 3px;font-style:normal}

  .footer{padding:64px 0 40px;border-top:1px solid var(--line)}.footer__inner{display:flex;flex-wrap:wrap;justify-content:space-between;gap:32px}.footer__brand{max-width:280px}.footer .logo{width:232px;height:63px;overflow:hidden}.footer__cols{display:flex;gap:64px;flex-wrap:wrap}.footer__col h4{font-size:.78rem;text-transform:uppercase;letter-spacing:.07em;color:var(--muted);margin:0 0 14px}.footer__col a,.footer__col p{display:block;font-size:.9rem;margin:0 0 10px;color:var(--muted)}.footer__col a:hover{color:var(--orange)}.social-links{display:flex;align-items:center;gap:10px;margin-top:14px}.footer__col .social-link{display:flex;align-items:center;justify-content:center;width:40px;height:40px;margin:0;border:1px solid var(--line);border-radius:10px;color:var(--ink)}.social-link svg{width:19px;height:19px}.footer__bottom{margin-top:48px;padding-top:24px;border-top:1px solid var(--line);font-size:.78rem;color:var(--muted);display:flex;justify-content:space-between;flex-wrap:wrap;gap:8px}

  @media(max-width:1100px){.share-rail{display:none}}
  @media(max-width:900px){.site-nav,.header-cta{display:none}.menu{display:flex}.site-header.is-open .site-nav{display:flex;position:absolute;left:0;right:0;top:88px;background:#fff;border-bottom:1px solid var(--line);padding:25px;flex-direction:column;align-items:flex-start;gap:18px}.stats{grid-template-columns:1fr}.stat{border-right:0;border-bottom:1px solid var(--line)}.stat:last-child{border-bottom:0}.download{grid-template-columns:90px 1fr}.download .text-link{grid-column:2}.subscribe-inline{grid-template-columns:1fr}.gallery{grid-template-columns:1fr}.gallery .editorial-image{height:360px}}
  @media(max-width:640px){.container,.reading,.hero-visual{width:min(100% - 32px,var(--wide))}.header-inner{height:76px}.site-header.is-open .site-nav{top:76px}.logo{width:184px}.article-hero{padding:66px 0 54px}.article-hero h1{font-size:clamp(2.35rem,11vw,3.5rem);line-height:1.01;margin-top:28px}.article-dek{font-size:1.08rem}.author-line{margin-top:32px}.hero-visual{height:300px;margin-bottom:68px}.hero-visual img{width:330px;right:-95px}.hero-visual.category-cover--estrategia img{width:320px;right:-70px}.hero-visual.category-cover--adquisicion img{width:330px;right:-95px}.hero-visual.category-cover--conversion img{width:350px;right:-110px}.hero-visual.category-cover--datos img{width:310px;right:-60px}.hero-visual__index{font-size:5rem}.article-content{font-size:1.06rem}.article-content h2{margin-top:2em}.key-points{margin:54px -4px;padding:28px 22px}.pullquote,.stats,.media-wide,.table-wrap,.video-embed,.download,.service-cta,.subscribe-inline{width:calc(100vw - 32px);margin-top:64px;margin-bottom:64px}.pullquote{padding:38px 27px}.metric-list li{grid-template-columns:1fr;gap:6px}.media-wide .editorial-image{height:310px}.download{grid-template-columns:72px 1fr;gap:18px;padding:20px}.download__mark{height:76px}.download .text-link{grid-column:1/-1}.subscribe-inline{padding:38px 24px;gap:28px}.subscribe-form{grid-template-columns:1fr}.subscribe-form button{height:50px}.author-card{grid-template-columns:70px 1fr}.author-card__mark{height:70px}.tags-share{flex-direction:column}.post-nav{grid-template-columns:1fr}.post-nav a+ a{border-left:0;border-top:1px solid var(--line);padding-left:0}.post-nav a:last-child{text-align:left}.post-nav a:last-child strong{margin-left:0}.related{padding:72px 0}.related-list a{grid-template-columns:42px 1fr 34px;gap:14px}.related-list small{grid-column:2}.related-list h3{grid-column:2}.related-list i{grid-column:3;grid-row:1/3}.footer__cols{gap:34px}}
  @media(prefers-reduced-motion:reduce){html{scroll-behavior:auto}.header-progress{transition:none}}