In the sixth episode of Marketing Measurement Talks, the CO-CEO of Uncover, Daniel Guinezi, talks with Fernand Alphen, CO-CEO of F.Biz.
‍

They explore the Role of data in advertising creation, discussing how these insights serve as a trigger for creative hypotheses, without limiting artistic potential.

• Also read: How to measure branding ROI?

Fernand also reflects on the challenges of balancing science and art, dispels myths about the impact of high investments in advertising, and analyzes how the real value of data lies in its strategic interpretation — always considering the creative context, the campaign objectives and the complete consumer journey.

Watch the full episode below:
‍

‍