In November 2023, Uncover was present on the podcast Minds in Focus to discuss marketing innovation guided by data frameworks, such as Marketing Mix Modeling, or MMM.

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The MMM re-emerges on the discussion tables as the most promising alternative for a post-cookie world with a high complexity of analysis, in the face of the controversial last-click attribution models of the giants Google and META.

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In the chat, our CEO Daniel Guinezi and Ivan Jacomassi, podcast host and COO of Perfix, discussed aspects of the current marketing scenario, because we only talk about A.I., the obstacles that professionals and companies used to traditional attribution models may soon face, in addition to:

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• How to make it possible automated data integration and harmonization, from all the main sources, as a way not only to optimize the work of the Social, BI, Media, Growth and Marketing areas, in general, but also to create the foundations for applying a predictive model constantly fed with insights generated by proprietary bases - that is, no longer outsourced
• The challenges of training of professionals to use an MMM framework, taking adherence to the model beyond the more technical profiles, already used to crossing data and more complex analyses. After all, in addition to putting the models to run and saying what works and what needs to be adjusted in the media strategies, the most important thing is to empower everyone involved to work with the MMM as a guide
• As predictive revenue analysis and how the Uncover models help with very high precision sales forecasting, compared to the market
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You can check out the video above or Listen to the episode on your favorite stream.

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