MMTALKS

Branding or Performance? SoftBank's Vision for Growth | Marketing Measurement Talks #14

In the 14th episode of Marketing Measurement Talks, Daniel Guinezi hosts Eduardo Vieira, partner at SoftBank, for a conversation about how to build strong brands in the midst of accelerated growth.

MMTALKS

Data Clean Rooms and the Use of Data in Marketing | Marketing Measurement Talks #13

In the 13th episode of Marketing Measurement Talks, the CEO of Uncover, Daniel Guinezi, talks with Thaissa Gentil, director of LiveRamp.

MMTALKS

Direct Response TV: Family Growth | Marketing Measurement Talks #12

In the 12th episode of Marketing Measurement Talks, the CEO of Uncover, Daniel Guinezi, talks with Marcos Caringi, CRO of Familhão.

MMTALKS

How Onfly Uses Data and Humor to Break the B2B Playbook | Marketing Measurement Talks #11

In the 11th episode of Marketing Measurement Talks, the CEO of Uncover, Daniel Guinezi, talks with Vinícius Ribeiro, CMO of Onfly.

Marketing

TikTok delivers more than its share in the media mix suggests, reveals a new Uncover study

The platform generates 1.5x more results than its investment share in the media mix indicates - and with a higher ROAS, which is even better with full funnel campaigns

Marketing

Marketing mix modeling (MMM): how to find out which heroes are saving the day (and which are just pretending)

Descubra como o Marketing Mix Modeling (MMM) revoluciona a mensuração de ROI em marketing. Implemente análises avançadas e comprove o valor real de cada canal.

Data Science

Mise en Place: Preparing the Ingredients for Your Marketing Mix Modeling

How to measure campaign results without the help of cookies

Culture

Engineering, Creativity, and Taoism

Some counterintuitive principles we learned to build a product-focused culture.

marketing

Uncover Insights: Where is the highest ROAS this holiday season?

Uncover study shows how the media behaves during Christmas and New Year, and what to do to maximize your ROAS

marketing

The Future of AI in Marketing | Marketing Measurement Talks #2

In the second episode of Marketing Measurement Talks, we spoke with Bernardo Marotta, from Cogna

marketing

MMM Guide: Myths About Marketing Mix Modeling

We demystify some of the main beliefs and fears surrounding the MMM

marketing

Last-click and Marketing Mix Modeling: what are the differences?

How last-click attribution and Marketing Mix Modeling complement each other

data-science

Step by step: how to start implementing Marketing Mix Modeling?

Passo a passo com imagens para você entender como implementar o Marketing Mix Modeling

marketing

How to use AI to measure creativity? | Marketing Measurement Talks #1

How to measure creative aspects within marketing campaigns

marketing

Data-snacks | The underused potential of video media

Even with ROAS 48% above average, video is still underworked by digital advertisers

Data Science

Simple as a line: The regression in MMM

Unraveling the AdStock formula

marketing

Brand Defense

Brand defense was a common practice of agents in the media market. It consisted of buying words associated with the companies' own brand, preventing their competitors from acquiring them.

marketing

Marketing Mix Model: the rule of the efficiency game

Understand how Marketing Mix Modeling can help brands optimize pricing, business strategies, and money allocation

marketing

Data in creation, grids and horizons | Marketing Measurement Talks #6

Fernand Alphen, from F.Biz, talks with Daniel Guinezi, CEO of Uncover, on the sixth episode of Marketing Measurement Talks, the Uncover podcast

marketing

What Data Counts and Doesn't Count | Marketing Measurement Talks #5

Guido Sarti, from Galeria, talks with Daniel Guinezi, CEO of Uncover, in the fifth episode of Marketing Measurement Talks, the Uncover podcast

marketing

When to invest in Marketing Mix Modeling?

Find out when is a good time to adopt Marketing Mix Modeling and invest in more robust measurement solutions

marketing

Media and measurement trends for 2025

What will be the media and measurement trends in 2025? Spoiler: retail-media is not on the list

marketing

Current data doesn't meet the needs of marketers

Data quality leaves something to be desired for most professionals

Marketing

Uncover Insights: How advertisers invest in Black Friday

Free Uncover study reveals how +40 advertisers diversify their investments on Black Friday

Data Science

How to build predictive analytics using Marketing Mix Modeling

How to Use Marketing Mix Modeling to Generate Marketing Forecasts

Data Science

MMM Starter: Marketing Mix Modeling platform for mid-size advertisers

Uncover launches Marketing Mix Modeling platform for those who invest an average of R$ 300K per month

marketing

How to measure Marketing actions

Identify the real impact that Marketing has on the company's revenue

marketing

Marketing Mix Modeling: How Big Brands Measure Results

How market giants use MMM to overcome attribution and measurement challenges

marketing

Uncover Insights: Influencer Marketing ROI is the only one with a growth trend

Within the media mix, influencers present KPIs that are highly relevant to campaigns

data-science

How to perform incrementality tests

O que é e como realizar o seu primeiro teste de incrementalidade

marketing

How to measure branding ROI?

What is the key to evaluating the success of brand-building campaigns?

Data Science

The Rock in the Lake: Unraveling AdStock

How to prepare the ingredients for a successful MMM

marketing

The pitfalls of focusing on Performance

Why more investment in performance media isn't always the solution, and how to escape the trap.

marketing

The New Order of Marketing: What to Expect from a Post-Pixel World?

Data triangulation, scientific thinking, and transparency

marketing

Campaign Optimization and Measurement on Google | Marketing Measurement Talks #4

In the fourth episode of Marketing Measurement Talks, we spoke with Eduardo and Layla, from Google

marketing

Marketing Science and Measurement in the Goal | Marketing Measurement Talks #3

In the third episode of Marketing Measurement Talks, we spoke with Felipe Prandini, from Meta

marketing

MMM Guide: Results Measurement Glossary

The definitive glossary of the main marketing and media performance measurement terms

marketing

Data in focus: MMM and Marketing innovation

It's increasingly difficult to talk about marketing innovation without talking about Marketing Mix Modeling. Uncover CEO Daniel Guinezi joins Ivan Jacomassi to discuss MMM and the future of data-driven marketing

Data Science

Introduction to Marketing Mix Modeling (MMM) - 2024 Guide

How the focus changed from simply collecting to understanding deeply.

Data Science

Are we living in a post-data era?

How the focus changed from simply collecting to understanding deeply.

marketing

The Power of Marginal ROAS

Maximizing the Effectiveness of Marketing Investments: Understand Marginal ROAS and the Media Channel Saturation Curve

marketing

The conversion funnel is dead. Long live the funnel!

Uma nova proposta para revitalizar o funil de conversão.