about
ABOUT
Journalism taught me to ask better questions.
Data taught me how to test the answers.
Jorge Ceja Morán works at the intersection of business analysis, product, data, technology, operations, and editorial research.
His approach comes from an unusual combination of disciplines: more than eight years in journalism, a Master's degree in Data-Driven Marketing, hands-on work in e-commerce and logistics, and an independent publishing platform he has built and continuously experimented with since 2023.
MEXICO CITY · JOURNALISM → DATA → PRODUCT
01 · ORIGIN
From Storytelling to Data
Jorge's career began in journalism, where he spent more than eight years learning how to investigate complex subjects, understand audiences, ask better questions, and communicate ideas that mattered.
As a radio producer and journalist in Mexico City, he covered presidential elections, social movements, natural disasters, and cultural events. His work earned an Honorable Mention at the CONAHCYT Science, Technology, and Innovation Journalism Awards for Cielos Oscuros.
Collaborations with organizations including DW, RFI, Spotify, Apple Music, and Amazon Music expanded his understanding of audiences and storytelling across different media.
Over time, another question became increasingly important: not only how information is created, but how people discover, navigate, understand, and interact with it.
That curiosity took him to Lisbon, Portugal, where he pursued a Master's degree in Data-Driven Marketing (Digital Marketing & Analytics) at NOVA IMS.
There, journalism, analytics, and technology stopped looking like separate disciplines. They became complementary ways of understanding behavior, identifying problems, testing assumptions, and making decisions.
02 · EXPERIMENT
Learning by Building
In 2023, during the first months of his Master's degree in Lisbon, Jorge needed a real environment in which to put what he was learning into practice.
He also didn't want to leave journalism behind.
So he bought a domain and started cejamoran.com.
Contemporary jazz became the subject.
The website became the experiment.
What began as an independent publication became a place to work directly with analytics, UX, information architecture, search, experimentation, structured data, artificial intelligence, and editorial systems — while continuing to interview musicians and write about music.
And there was no media budget behind it.
THE EXPERIMENT · SO FAR
At a time when we're constantly told that “nobody reads anymore.”
Jorge sees those numbers less as milestones than as evidence — and as a question worth investigating.
Why does someone thousands of kilometers away discover an independent story about jazz — and what makes them stay?
03 · FROM ANALYSIS TO PRODUCT
From Analysis to Product
Before deciding what to build, Jorge begins by understanding what is actually happening.
That is where business analysis comes in: defining the problem, mapping the process, examining the available data, identifying constraints, and separating symptoms from underlying causes.
Only then does product thinking turn analysis into action.
What should change? What should be built — if anything? How will success be measured?
This approach guides his work across digital products and operations: translating business needs into requirements, defining useful metrics, testing assumptions, and learning from what happens next.
Analysis before solutions.
Evidence before assumptions.
Learning before scaling.
03.5 · THE METHOD IN PRACTICE
The same method had to work
outside the experiment.
What happens when the decisions have consequences beyond the screen?
In Mexico, Jorge applied the same analytical approach to the development of a digital sales channel for a traditional import and wholesale operation. The challenge was not simply to build an online store. It was to decide what should actually be sold online — and make the systems behind that decision work.
The work expanded across pricing, inventory, acquisition, conversion, average order value, fulfillment, shipping, and profitability — connecting what customers experienced online with marketing, sales, warehouse operations, imports, and logistics behind the interface.
A product does not end
at the interface.
04 · FROM PAGES TO KNOWLEDGE
From discovery
to understanding.
What if an interview were
no longer just a page?
What if it could be understood through the people, recordings, places, instruments, and scenes it connects?
Seen individually, they are pages.
Seen together, they begin
to form a network.
An interview connects a musician to an instrument, a recording, a country, a label, a scene, other artists, and a particular moment in time.
STRUCTURED DATA · ENTITIES · RELATIONSHIPS · KNOWLEDGE GRAPHS
The technology has changed.
The question has become more ambitious.
Jorge is exploring how an editorial archive can become connected knowledge — something that can be navigated and understood by both people and machines.
Ask better questions. Build something real. See what the evidence says.
CEJAMORAN · MEXICO CITY