The era of “guesswork” in Brazilian digital marketing is numbered. In a scenario that demands increasing precision in investments, Abradi has taken a decisive step to strengthen data culture in the country with the creation of the new Data and Analytics Board. Leadership of the area has been entrusted to a heavyweight in the market, Gustavo Esteves, founder of Métricas Boss and a specialist with over 15 years of experience in Digital Analytics.
The initiative coincides with the launch of Trifecta by Google, a new measurement methodology that promises to refine results analysis in marketing. Abradi sees the framework as a watershed moment. “The launch of the Trifecta model is a clear signal that measurement has ceased to be a technical appendix of campaigns and has become a central axis of digital marketing strategy,” evaluates Esteves.
For the association, Trifecta reflects the maturity the market needs to achieve, abandoning vanity metrics in favor of a more complete and strategic view of the real impact of marketing actions. “In a scenario where trust in data needs to be rebuilt, Google’s move points to the same horizon Abradi has been advocating: data that informs, contextualizes, and supports decisions, not just fills reports,” adds the new director.
A new paradigm
The Trifecta methodology represents a revolution in marketing measurement, based on three fundamental pillars that offer more precise and reliable analyses. The first pillar, Smart Attribution, uses machine learning to fairly distribute conversion credit among all touchpoints in the consumer journey, surpassing the traditional “last-click” model. The second, Marketing Mix Modeling (MMM), provides a holistic view of the business, analyzing the impact of all variables influencing sales—from digital campaigns to seasonal factors and competitor actions. The third pillar, Incrementality, functions as a scientific experiment answering the crucial question: “Would this sale have happened without my campaign?” by comparing exposed and unexposed groups to ads to measure the real impact of marketing actions.
The effectiveness of this approach was proven in practice by Reckitt, the first company in Brazil to implement Meridian (Google’s MMM tool), achieving impressive results: ROI three times higher on Google platforms compared to traditional media, plus a 6% increase in revenue and 7% in sales volume. This success case demonstrates why the Trifecta methodology is being considered the future of marketing measurement, representing a paradigm shift that replaces intuition-based decisions with concrete scientific data. In a scenario of tight budgets and growing pressure for measurable results, this approach allows companies to maximize every real invested in advertising, directing resources to actions that truly generate business impact.
Democratizing data knowledge
The creation of the new board by Abradi is a direct response to the demands of a market that urgently needs to professionalize data analysis. “We live in an era where data is the fuel driving smart decisions and extraordinary results,” says Carlos Paulo Jr., president of Abradi Nacional. “As an association representing the main players in digital marketing in Brazil, we have the responsibility to lead this transformation.”
Gustavo Esteves takes on the role with an ambitious agenda. Among the planned initiatives are the first national survey on data maturity in agencies, the creation of a practical measurement guide, and the production of a documentary with real market cases. The goal, according to him, is “to transform data into business decisions, not just reports.”
For agencies, especially smaller ones, Trifecta is seen as an opportunity to leap in quality. “Our board is committed to translating this model into accessible guides and best practices that democratize access to this methodology, even for lean structures,” assures Esteves.
Challenges and the future of privacy
Implementing Trifecta, however, is not trivial. Integrating the three pillars requires technical knowledge, data governance, and above all, a cultural change in companies. “Many agencies still operate with fragmented bases and difficulty isolating variables for testing,” points out Esteves, emphasizing that the new board will work to map and help overcome these obstacles.
One of the strongest points of Google’s new model is its suitability for a future with increasingly less third-party data and greater privacy restrictions. By focusing on measuring aggregate impact rather than individual tracking, Trifecta aligns with privacy-by-design principles. “Abradi understands this is the way: building measurement models that respect users while still delivering business intelligence,” explains Esteves.
With the new board, Abradi plans not only to follow the evolution of the model but to act institutionally to make it a reference, helping establish a national standard for results measurement that is robust and aligned with global best practices.
