The era of “guesswork” in Brazilian digital marketing is numbered. In a scenario that increasingly demands precision in investments, Abradi took a decisive step to strengthen the data culture in the country with the creation of the new Data and Analytics Directorate. The leadership of the area was 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 the analysis of marketing results. 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,” Esteves evaluates.
For the association, Trifecta reflects the maturity that the market needs to achieve, abandoning vanity metrics in favor of a more comprehensive and strategic view of the real impact of marketing actions. “In a scenario where confidence in data needs to be rebuilt, Google’s move points to the same horizon that 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, Intelligent Attribution, uses machine learning to fairly distribute conversion credit across all consumer touchpoints, 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, operates like a scientific experiment answering the crucial question: ‘Would this sale have occurred without my campaign?’, comparing exposed and non-exposed ad groups to measure the actual impact of marketing actions.
The effectiveness of this approach has been proven in practice by Reckitt, the first company in Brazil to implement Meridian (Google’s MMM tool), achieving impressive results: three times higher ROI on Google platforms compared to traditional media, plus 6% revenue increment and 7% sales volume increase. 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 increasing pressure for measurable results, this approach allows companies to maximize every advertising dollar invested, directing resources to actions that truly impact the business.
Democratizing knowledge in data
The creation of the new board by Abradi is a direct response to the demands of a market that urgently needs to professionalize itself in data analysis. “We live in an era where data is the fuel that drives intelligent decisions and extraordinary results,” says Carlos Paulo Jr., president of Abradi Nacional. “As an association that represents the main players in digital marketing in Brazil, we have a responsibility to lead this transformation.”
Gustavo Esteves takes on the position 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 “turn data into business decisions, not just reports.”
For agencies, especially smaller ones, the Trifecta is seen as an opportunity to take a 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,” Esteves ensures.
Challenges and the future of privacy
However, the implementation of the Trifecta is not trivial. The integration of the three pillars requires technical knowledge, data governance, and, above all, a cultural shift in companies. “Many agencies still operate with fragmented databases and have 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 adaptation to a future with increasingly less third-party data and greater privacy restrictions. By focusing on measuring the aggregate impact rather than individual tracking, Trifecta aligns with the principles of privacy by design. “Abradi understands that this is the way: building measurement models that respect the user and still deliver business intelligence,” explains Esteves.
With the new board, Abradi plans not only to follow the evolution of the model but also to act institutionally to make it a reference, helping to establish a national standard for measuring results that is robust and aligned with best global practices.
