Abradi creates a new board to elevate data maturity in Brazil

The era of “achismo” in Brazilian digital marketing is with the days numbered. In a scenario that demands more and more precision in investments, Abradi has taken a decisive step to strengthen the data culture in the country with the creation of the new Directorate of Data and Analytics. The leadership of the area was entrusted to a leading name in the market, Gustavo Esteves, founder of Metrics Boss and specialist with more than 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 results in marketing. Abradi sees the framework as a game changer.“The launch of the Trifecta model is a clear sign that measurement is no longer a technical appendage of campaigns to become a central axis of the digital marketing strategy”, Esteves says.

For the association, Trifecta reflects the maturity that 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 movement points to the same horizon that Abradi has been advocating: data that informs, contextualizes and supports decisions, and not only fills in” reports, adds the new director.

New paradigm

The Trifecta methodology represents a revolution in marketing measurement, based on three fundamental pillars that offer more accurate and reliable analysis. The first pillar, Intelligent Attribution, uses machine learning to distribute the credit of conversions fairly among all the touchpoints of the consumer journey, overcoming the traditional model of the “lastimo clique. The second pillar, Marketing Mix Modeling (MMM), provides a holistic view of the business, analyzing the impact of all the variables that influence sales (from digital campaigns to seasonal factors and competitive actions. The third pillar, the Incrementality, the Incrementality, as a real campaign that works to the scientific experiment that responds to the exposed: does not respond to the impact of the marketing?

The effectiveness of this approach was proven in practice by Reckitt, the first company in Brazil to implement Meridian (the Google MMM tool), obtaining impressive results: ROI three times higher on Google platforms compared to traditional media, in addition to 6% of revenue increase 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 decisions based on intuition by concrete scientific data. In a scenario of tight budgets and increasing pressure for measurable results, this approach allows companies to maximize each real impact on business by actually directing resources.

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 become professional 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 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 “transform data into business decisions, not just” reports.

For agencies, especially smaller ones, Trifecta is seen as an opportunity to take a leap in quality.“Our board is committed to translating this model into accessible guides and good practices that democratize access to this methodology, even for lean STRUCTURES”, Esteves assures.

Challenges and the future of privacy

The implementation of Trifecta, however, is not trivial. The integration of the three pillars requires technical knowledge, data governance and, above all, a change in culture in companies.“Many agencies still operate with fragmented bases and difficulty in isolating variables for” tests, Esteves points out, noting that the new board will act to map and help overcome these obstacles.

One of the strengths of Google's new model is its suitability for a future with less and less third-party data and greater privacy constraints. By focusing on measuring aggregate impact rather than individual tracking, Trifecta aligns with privacy by design principles. “A Abradi understands that this is the way: building measurement models that respect the user and yet deliver business intelligence”, explains Esteves.

With the new board, Abradi plans not only to follow the evolution of the model, but act institutionally so that it becomes a reference, helping to establish a national standard for measuring results that is robust and aligned with global best practices.