Can entropy ever be reversed? We both know entropy can’t be reversed. You can’t turn smoke and ash back into a tree.

Isaac Asimov
[ the last question ]
[ part i ]

Digital Media has twisted the world of Marketing for at least two decades. The amount of data produced has rapidly increased to scales that are inapprehensible by human cognition. Companies and professionals have been mesmerized by the new possibilities, leading to an almost irrational exuberance in the usage of data.

Marketers have embraced the irresistible flavors of consumer data to its fullest extent, without foreseeing the consequences that it could have - both practical and ethical.

As of now, Marketing has become a messy discipline, marked by noise and debris. Our blind adoption of big-data and digital media was not met by an equivalent transformation in governance. The result: data-chaos.

What do we mean by that?
[ Here are the tenets of current data-chaos ]

Fragmentation Marketing is siloed, and that mirrors the structure of data. Disciplines such as Programmatic, Branding and Offline Media often don’t connect. Each generating unstructured data, each measuring results by its own standards.

Inability to answer questions the massive availability of data became a distraction, giving us the false sensation of power. There’s always a metric to support any point. This is dismissive of the reality de facto: giving conclusive answers is harder each day.

User Tracking as the measurement standard: our dependence on user tracking has increased complexity and reduced accuracy. Tracking shows correlation, but rarely causation, and deepens a siloed approach to marketing.  

Disconnection between business metrics and marketing metrics: it’s still hard to bridge the gap between marketing activities and business results. We know the reach and the CPC of our campaign, but has it generated actual growth?

If nothing else around it changes, heat cannot pass from a cold body to a hot one……This is the only basic law of physics that distinguishes the past from the future

Carlo Rovelli
[ Order of Time ]
[ mindpoint ]
What do we mean by that?

The second law of thermodynamics affirms that energy tends to entropy – i.e., to an increasingly less organized state. More than that, it’s impossible to reverse entropy. After energy has become dispersed in a given system, one simply cannot reverse it to its previous state.

[ part ii ]

Say we model Marketing-data as a physical system, following thermodynamic laws and other conventions. In this given scenario, we can see a massive increase in dispersed energy during the past decades. Data is flowing unbounded.  Privacy issues are raised all over society. Making sense of the consumer and what to do next requires exponentially higher investments from companies.

Uncover is born in such a context. Our aim is to give companies tools to extract value and insight from marketing data with minimum effort. We’ll make data easy to access and understand.

In essence, our mission is to extract entropy from the system. Uncover reduces noise and increases signal, partially reversing the ongoing data-chaos. This path should follow a set of principles, mostly contrarian to current practices:

Easier said than done, indeed. However, Uncover software is designed with these principles, enabling marketing-data to rapidly shift into a new paradigm.

Companies will no longer have to spend millions in data-engineering projects to supply the needs from marketers. To deploy and use AI enabled models must take days, not months. Our questions will be answered using human-language instead of raw data-points, accelerating decision-making in response to shifting market conditions.

If enabled by the right tech, the ladder to this new paradigm can be smooth.

Uncover was born with this purpose.

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