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Startup Kuke launches AI assistant and advances with intelligence and data for recurring sales

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Startup Kuke launches AI assistant and advances with intelligence and data for recurring sales

A You are welcome.Software as a Service that allows the creation of subscriptions for brands, announces a new artificial intelligence feature: personalized virtual assistants to help consumers of the brands in their shopping journeys through WhatsApp. The novelty follows a growing market trend. According to a study conducted by theIlumeo Data Science Company91% of the Brazilian population has used virtual assistants on smartphones at some point, and 25% claim to use them every day.

E-commerce has been following this transformation. "We experienced three phases in the technological advancement of this area: first, we had purchases through the website, then apps for each brand emerged, and now the time has come for AI to make the customer experience even easier," explains Renata Ferretti, CEO and founder of Kuke.

With the application of artificial intelligence for sales through conversational commerce, each company can adapt the automated conversation to its specific context. Kuke serves companies from various markets such as pharmaceuticals, food, supplements, and cosmetics.

An example of this novelty comes from one of their clients,A Quinta Pet, from the pet food industry. Kuke owns the technology behind 'Maria', the brand's virtual assistant. "We chose Kuke for its ability to adapt our business rules in a modular way, something no other platform has been able to deliver so efficiently. Additionally, the advancement of AI for sales via WhatsApp was decisive, as more than 70% of our sales already occurred through this channel," emphasizes Tiago Tresca, CEO and founder of the company.

Kuke's AI can understand the characteristics and variables of each client and customize the subscription of appropriate products, creating a natural and unique interaction and purchasing experience for consumers and brands. Through it, it is possible to understand each person's desire and need and customize the subscription without having to access the traditional search and purchase journey on the website. "Artificial intelligence has expanded the potential of"conversational commerce, improving the consumer experience, whether to clarify doubts or complete the purchase," emphasized Renata. "We are focused on enhancing intelligence for sales recurrence, creating subscriptions for brands that understand and meet the needs and profiles of customers," completed the CEO.

In addition to the advantages for consumers, companies ensure an effective and intelligent channel already integrated with WhatsApp, one of the world's leading conversational platforms with over two billion users.

In terms of technology for Kuke, this launch creates yet another“front sales” integrated into the“backend”, Kuke's core software focused on the subscription engine and intelligence for recurring sales. "It is important to remember that Kuke already uses AI for website creation and setup of brand subscription clubs. In a 2-minute conversational journey via WhatsApp, it is possible to create the first version of a subscription club website with all images and texts generated from the provided information. Additionally, the recurrence engine is configured with the subscription variables. Furthermore, the intelligence creates and optimizes the website's SEO, suggesting subscription and product descriptions that facilitate online search," explains Renata.

Growth, movement and capture

The new AI application is one of the many innovations that has been moving Kuke recently. After creating a spin-off from the old subscription club model to offer proprietary technology to other companies, the startup began positioning itself as a sales recurrence engine, in the modelSaaS all-in-one, for the physical products market.

For this, a team focused on technology and product was formed. The founder, Renata Ferretti, has been taking a prominent place in the technology product universe, which is predominantly male, and participating in networks such asFemale Forceand Maya Matching Program Alumni. Tech lead Bruno Monteiro – who participated in the spin-off after Kuke's funding round with ACE Ventures, with experience at ACE Cortex and Sambatech – leads the technology initiatives and was supported by a team of developers and an innovation and incentive program from AWS for the application of AI in Kuke's software.  

“We have a modern, scalable technology solution with great potential. Artificial intelligence is here to stay and we are committed to applying it in the most strategic way possible for our clients”, concludes the CEO.

SONNE launches the largest executive and business education program focused on strategic planning

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SONNE launches the largest executive and business education program focused on strategic planning

A Sonne Education, a consulting firm focused on developing and implementing strategic planning for medium and large companies, announces the launch of the business education program “STRATEGY OF THE 3 PILLARS©”,focused on empowering entrepreneurs, heirs, successors, investors, advisors, and executives to develop and implement high-impact business strategies. The program is based on a proprietary concept and methodology developed by Max Bavaresco, focused on strategy, applicable to any type of company.

Anchored in a proprietary and effective methodology, the educational program will allow participants to decode the asymmetries between plans and results, how to make counter-intuitive, strategic and long-term decisions.

The program is structured over five intensive days, combining lectures, collaborative discussions, case studies, and Q&A sessions in a mentoring style. In addition to in-person classes, participants have access to study and preparation materials previously selected and curated by Max Bavaresco. In total, there will be 65 hours of programming, with 44 hours of course. After the program, participants will have access to three online mentoring sessions, where they can discuss the practical application of the initiatives covered during the course. This monitoring is essential to ensure that the strategies developed are effectively implemented in your companies."I usually say that 99% of companies do not have a real strategy, and our methodology brings knowledge and practices aimed at those who want to learn and become a reference in their market," affirms the strategist.

In the market for 15 years, Max created an innovative concept called ABOVE ALL, or, in good Portuguese, ABOVE EVERYTHING, the title of his book published by Sextante in 2020. The work is the foundational basis of the company, where he presents the six methodologies (strategy, knowledge and innovation, management, marketing, design, and experience).

Mentor

Max Bavaresco: Founder and CEO of SONNE. He has over 30 years of professional and business experience, including 15 years as Founder and CEO of SONNE, where he has dedicated more than 40,000 hours to consulting on over 130 projects focused on businesses, brands, and people. Your vocation is to anticipate the future and evolve companies, brands, and people to reach their maximum potential. He has also been an Endeavor mentor since 2008. Taught classes, lectures, and mentoring at FAAP, FIA, FGV, HBR WEEK, HSM, INSPER, USP, among others. He joined committees of entities such as ABA – Brazilian Advertisers Association and IBEF – Brazilian Institute of Finance Executives, among others.

“99% of companies do not have a strategy, in fact. How many times have you realized that your plans did not come to fruition? How many times did expectations not match reality? What we see most in the market is the disconnect between plans and results. Sometimes, making counterintuitive decisions may seem impossible, but it could be the turning point that will guarantee the future of your company. Therefore, there is no other way than to plan based on a strategy”, says Max Bavaresco, creator of the program.

Guest mentor

Keyla Almeida:Since 2015, in addition to being a consultant, she has been a professor at ESPM and a speaker at MC15, directing quantitative and qualitative market research, product testing and sensory analysis, concept evaluation, communication analysis and POS research, working with internationally renowned brands.

Keynote Speakers

Fernando Schüller:Professor at Insper, in São Paulo, PhD in Philosophy and Master's in Political Science from the Federal University of Rio Grande do Sul (UFRGS), with a Postdoctoral degree from Columbia University in New York. He is a Specialist in Public Policies and Government Management from the National School of Public Administration (ENAP) and a Specialist in Cultural Management and Ibero-American Cooperation from the University of Barcelona (UB). He is a columnist for Veja Magazine and the Bandeirantes Group of Communication.

Cesar SkyFirst and only Brazilian swimmer to win an Olympic gold medal, a historic achievement accomplished at the Beijing 2008 Olympic Games in the 50 meters freestyle. Throughout his career, he has accumulated a total of 19 medals at World Championships, becoming the most decorated Brazilian athlete in long and short course competitions. His journey is marked by excellence and determination, qualities he shares in his speeches, inspiring leaders and teams to overcome challenges and achieve their goals. As a speaker, use your high-performance sports experience to address topics such as focus, discipline, overcoming challenges, and high performance, adapting these concepts to the corporate environment and daily life. Your approach is captivating, combining personal stories with practical insights that motivate and transform audiences worldwide.

Speakers and Panelists

The content will be complemented by lectures and panels containing presentations of real cases and debates with businesspeople and executives from medium and large companies, such asCelso Ruiz:former CEO and current advisor at Baldan Implementos Agrícolas;Fernando Andraus:founder and partner of MAIO Executive Search;Henry Maksoud Neto:president of Hidroservice and Maksoud;Jerome Cadier:CEO of Latam Airlines;Joyce Lin:CEO da Eyewear;Keila Almeida:managing partner of MC15 Pesquisas;Juliana Vargas:partner at Crescera Capital;Leninha da Palma:CEO and Chairman of the Board of CAEDU Moda; Lucy Onodera:CEO of Onodera Aesthetics;Luis Gustavo Mariano:founder and managing partner of Flow Executive Finders;Marcos Luiz Bruno:managing director do Pieron;Marcos Wilson Pereira:head of Lightrock Latin America;Paulo Gehlen:business advisor;Paul Spencer Uebel:EY partner and business advisor;Peter Guizzo:founder and CEO of T&SS;Roberto Alcantara:founder and president of Angelus Dentistry;Roberto Faldini:business advisor and co-founder of IBGC;Rodrigo Forte:founder and managing partner of EXEC;Roberto Prado:Latam VPand Rodrigo Gagliardi:commercial director of JBS/Friboi.

Local

The program will be held at the Tivoli Mofarrej São Paulo Hotel, one of the most renowned in Brazil. During the immersion days, SONNE will offer 05 breakfasts, 05 lunches, 10 coffee breaks, 02 dinners, and 01 cocktail.

When

The program will be held between October 21, 2024 (Monday) and October 25, 2024 (Friday).

Enrollment

To register and participate in the 5 days of the Program3 PILLARS STRATEGY©, just click on thislinkThe spots for this program are limited and will be filled in order of registration, hiring, and payment.

“This program offers a unique combination of proprietary content, proven methodology and a superior educational experience. In addition, participants have the opportunity to learn directly from renowned experts, with a practical approach that involves real case studies and immediate application of the concepts covered,” highlights Max Bavaresco.

Exclusive TMB event will reveal strategies for those who want to scale in the digital market

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Exclusive TMB event will reveal strategies for those who want to scale in the digital market

On October 2nd and 3rd, from 9am to 8pm,TMB, fintech specializing in payment through installment payment slips, willPromote, in São José dos Campos (SP), the event "Tem Mais nos Bastidores," exclusively aimed at partner infoproduct creators who want to scale their digital business revenue. There are only 250 invitations

According to Reinaldo Boesso, a financial specialist and CEO of TMB, the digital market offers more and more opportunities, as well as competition, so understanding strategies and tools related to this sector becomes a necessity. "We see this event as a way to share knowledge and provide quality networking for the participants. We believe that knowledge is a powerful tool that can transform lives and open doors to new opportunities," he/she states.

According to the businessman, participating in the event should be considered a valuable opportunity, as it will allow for learning strategies to scale sales and access to a qualified network. "The main idea is to help our client perform better in all aspects; after all, if they earn more, our revenue also follows that same movement," emphasizes Boeso.

There will be more than twelve hours of high-value content and lectures with market experts, a unique opportunity for our partners to access behind the scenes, strategies, and figures of major launches.

At the event Tem Mais nos Bastidores, infoproduct creators whose revenue already exceeds R$ 1 billion will be present. In addition to Reinaldo Boesso, participants will be able to learn from Elton Euler, entrepreneur and creator of the "The Body Explains" method; Renato Torres, founder of "The Body Explains"; and Filippe Holzer, one of the strategists behind the biggest players in the digital market.

"In this event, we also open up the learning opportunity to another business partner of the participant's choice. Whoever attends can bring a companion, whether a partner or team member, to follow the content and gain maximum insights for their operation," concludes the company's CEO.

SERVICE:

Event:There's More Behind the Scenes

October 2nd and 3rd

From 9am to 8pm

210, Eldorado, SP

More information:TMB (tmb-oficial.com.br)

MakeOne opens office with greater integration among employees

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MakeOne opens office with greater integration among employees

MakeOne, a company focused on unified communication, mobility, solid CX strategies and personalized consulting, opened its fully restructured office with new spaces, promoting greater integration among employees and focusing on innovations.

MakeOne's new office, recently opened in São Paulo, has brought new environments, such as a multipurpose area, with a massage room, kitchen, arcade games area for employees, living room with sofas and spaces to relax, in addition to featuring the conceptFree Seatwhere circulation through the areas is open and there are no walls separating the departments, resulting in greater integration among people. The space still has individual booths for calls or conversations that require privacy or moments of focus. Currently, the company has approximately 150 employees who work in a hybrid model. The design was created based on the company's new logo introduced earlier this year, which features curved lines connecting the initials "M" and "O," creating a visual representation ofcontinuity and balance, strongly represented in all environments.

Additionally, the headquarters features a new addition, the "Arena" with bleachers for monthly events, where professionals, specialists, and clients will gather to discuss a different topic at each meeting. "These events aim to direct clients and bring together both executives and specialists in the field for networking, training, and lectures," says Márcia Carvalho, MakeOne's marketing leader.

THEFree SeatIncorporated into the new headquarters, it makes all employees feel like part of the same team, as there are no walls separating each area, resulting in greater interaction among professionals. This model makes sense with the company's key concept, as the "One" in its name symbolizes integration and unification.

"We are pleased with this new phase of MakeOne. In the first half, we went through a rebrand, followed by the creation of the LAB, a division focused on AI solutions, and now we have the inauguration of the office after the restructuring," comments Roberto Campos, CMO of MakeOne. "We do not stop investing in development; the redesign of the headquarters is to add even more value alongside other initiatives focused on our customers, always with the goal of improving the consumer experience and standing out competitively in the market," he concludes.

Digital signature is a solution for scalability in the financial sector

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Digital signature is a solution for scalability in the financial sector

A busca por escalabilidade é constante e indispensável, e para o setor financeiro não é diferente. Em um ambiente em que a agilidade e a segurança são fundamentais, a assinatura digital desponta como uma solução estratégica para atender às demandas crescentes do mercado. Esta tecnologia não apenas automatiza processos, mas também contribui para a otimização dos recursos e a redução de custos.

De acordo com a ZapSign, solução de assinatura eletrônica, houve um aumento de mais de 140% no número de títulos autenticados mensalmente em 2023. Além disso, a companhia ainda estima que o mercado deva atingir mais de R$ 300 milhões até 2030. Onestudy of the Districtcorroborates this view, by pointing out that one of the main areas of investment was payment solutions, which in 2023 received an investment of US$1.8 billion, a value that represents 46% of the total.

“Com a assinatura digital, instituições financeiras podem processar contratos e documentos de maneira mais rápida e segura, o que é essencial em um setor que lida com um grande volume de transações diariamente”, afirma Getúlio Santos, fundador e CEO da ZapSign. Ele acrescenta que a tecnologia permite que as empresas financeiras alcancem novos patamares de eficiência e compliance, além de facilitar a integração com outras soluções tecnológicas.

E engana-se quem acredita que o movimento de mercado começou agora. A survey conducted byFebrabanenglobando o setor bancário apontou que, em 2022, foi investido um total de R$ 34,9 bilhões na área de tecnologia da informação (TI). Para o ano de 2024, the entity points out that the total investment deve chegar em R$ 47 bilhões.

O impacto prático da assinatura digital no setor financeiro é evidente em várias frentes, como, por exemplo, para os processos como abertura de contas, concessão de empréstimos e investimentos podem ser realizados de forma mais ágil, eliminando a necessidade de documentos físicos. Além disso, a redução de burocracia e o aumento da segurança nos procedimentos são benefícios que reverberam na satisfação do cliente. According to a study published byMcKinsey, empresas que estão à frente na adoção dos elementos da chamada Indústria 4.0 melhoram em até 30% a sua produtividade. Esse ganho de tempo permite que os profissionais se dediquem a atividades de maior valor agregado, como análise de mercado e estratégias de investimento.

Além de promover eficiência, a assinatura digital oferece um nível aprimorado de segurança. Cada assinatura é criptografada e protegida contra adulteração, garantindo a integridade dos documentos e a conformidade com regulamentos como a General Data Protection Law (LGPD)in Brazil. Para ampliar a segurança, algumas empresas como a ZapSign disponibilizam uso de reconhecimento facial para aumentar ainda mais a proteção dos dados.

A adoção de soluções digitais no setor financeiro é uma tendência irreversível. A assinatura digital não apenas melhora a eficiência interna das organizações, mas também contribui para um relacionamento mais transparente e confiável com os clientes. “A confiança do usuário é um ativo inestimável, e a assinatura digital fortalece isso ao garantir a autenticidade e a integridade dos documentos”, conclui Getúlio.

Em suma, a assinatura digital é mais do que uma ferramenta; é uma aliada indispensável na jornada de escalabilidade do setor financeiro. À medida que as instituições buscam se adaptar às mudanças tecnológicas e regulatórias, investir em soluções digitais como essa é um passo estratégico para se manter competitivo e relevante no mercado atual.

Quality Control: What 72% of consumers expect from Delivery

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Quality Control: What 72% of consumers expect from Delivery

In a scenario where the popularity of app-based orders grows exponentially, consumers expect a high standard of quality. Despite fierce competition in the sector, companies need to adapt quickly to ensure strict quality control, from food preparation to delivery to the customer, ensuring customer satisfaction and loyalty.

A study by Intelligence in Research and Consulting (Ipec) reveals that72% of consumers prefer to receive food without disposable plastic. Thequality control for deliveryensures a service that meets customer expectations at every stage.

In this way, efficient quality management makes the delivery system faster and does not reduce the quality of the food sold.

What is quality control?

In the delivery sector, quality control refers to a set of practices that help maintain the standard of food, from production to delivery to the customer.

In this sense, the goal is to ensure customer satisfaction regarding the characteristics of the final product, such as appearance and texture. An efficient quality management system is essential for any restaurant, including those that operate with delivery.

Quality control is applied to ensure customer confidence in the products and to optimize the logistics of operations. In general, the customer's positive experience is directly related to these factors.

Usefulness and importance of quality control

When ordering a dish for delivery, the customer expects the same quality as they would find in a traditional restaurant. Although seeking convenience, the consumer does not give up tasty food that meets their expectations.

In practice, quality control can include measures such as avoiding the use of disposable plastics in the packaging process. Standards can be defined to make production more sustainable at all stages

Quality in delivery is also essential. Many complaints are related to the delay and the way the food is organized inside the packaging. With an efficient process, it is possible to combine agility with the preservation of the appearance and flavor of the dishes.

How to apply quality control for delivery

During the production of food intended for delivery, several steps can be adopted to ensure efficiency and quality in the products that reach the public.

Until the moment of delivery, it is essential to take measures to ensure the integrity of the snacks and adjust production according to the operations in the restaurant.

Menu adjustment:The restaurant menu should consider factors such as the durability and appearance of the snacks. In quality control for delivery, it is essential to maintain the product's quality during transportation to avoid complaints and ensure customer trust.

Therefore, a dish that can withstand transportation without suffering damage is ideal for a delivery restaurant.

Appropriate packaging:To ensure proper transportation, companies need to invest in sturdy packaging that keeps the food intact. Temperature is also an important factor, both for cold and hot products.

The packaging is the first impression the consumer has when receiving a product through delivery. If it arrives damaged, it could harm long-term customer loyalty.

Assembling the food:Quality control for delivery promotes actions that ensure the assembly of food maintains a high standard. Thus, factors such as appearance, texture, and flavor are preserved throughout the production process.

If a customer is satisfied with a snack, they expect to receive a product with the same characteristics in future orders.

Proper hygiene:Any establishment that produces food for the public must follow strict quality standards for hygiene. This covers everything from the preparation to the transportation of the products, in order to ensure their safety.

Cases of poor hygiene, such as customers finding insects in their snacks, often appear in the media. Besides deterring consumers, this can create a bad impression in the market.

Delivery system:When assembling the food, choosing the appropriate packaging and ensuring correct hygiene, the delivery system is prepared to take the product to the customer without damage.

A reliable team of delivery people and a strategic location, easily accessible for professionals, are factors that make transportation more appropriate and efficient.

These measures can raise the standard of food quality in a restaurant and provide the best possible experience for the customer.

SMS messaging: the gateway for scammers and fraud

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SMS messaging: the gateway for scammers and fraud

In recent weeks, Bolsa Família beneficiaries have been targeted by a growing scam involving SMS messages with malicious links that install viruses and compromise personal data and passwords. In fact, the Ministry of Development and Social Assistance, Family and Fight Against Hunger (MDS) itself issued a warning about these scams, which have been affecting families across Brazil.

In addition to the specific scam targeting Bolsa Família beneficiaries, the SMS channel has proven to be a preferred method for criminals. Recently, scammers have been using tactics such as the 'Correios SMS', false benefit offers, and scams related to card transactions, all aimed at extracting sensitive information and committing financial frauds.

Unlike email, which has anti-spam systems to filter malicious messages, SMS is a more open and vulnerable medium. "The protection offered by anti-spam email services helps to divert most fraudulent messages, but SMS is still a fertile ground for scammers. This is because many users do not exercise the same caution with text messages, believing they are safer," explains Alessandro Fontes, co-founder of Trusted Site, a free platform that helps consumers verify the reliability of websites.

Users tend to trust SMS messages because of the belief that only large companies have access to sendings through "shortcodes" – short numbers used for mass messaging. However, this access is now within the reach of criminals who use these tools to deceive victims. The use of shortcodes by scammers has become more common, making it easier to spread fraud.

Recently, several scams have been circulating via SMS, highlighting the growing threat of this channel. Among the most notorious are the fake benefit to receive scam, the "Correios SMS" scam, the bank points and miles scam, the fake card transaction scam, and even the fine for accessing X via VPN. These scams have in common the use of SMS to carry out "phishing" attacks.

The term "phishing" refers to fraud techniques in which scammers impersonate trusted entities to obtain sensitive data. In the case of SMS scams, criminals often use malicious links to install viruses or redirect users to fake websites.For that, check how to protect yourself:

1- Do not open any link received via SMS. The government or entities will not condition any benefit on an action taken through a link sent via SMS.

2- If you have any questions about accessing your bank account or receiving any benefits, contact the institutions directly through official channels.

3- Use link checking platforms, such aswww.siteconfiavel.com.br, which help you check suspicious links for free.

4- Attention to homographic URLs: these are links that appear to lead to real websites but are manipulated to look official and can be difficult to identify with the naked eye. If in doubt, avoid clicking on any suspicious links.

5- In addition to not clicking on links, never share information received via SMS, such as security codes or passwords. This can facilitate the invasion of your social networks or bank accounts.

“In an increasingly vulnerable digital environment, it is essential that users are aware of the risks associated with fraudulent SMS. Criminals are increasingly sophisticated and adapting their tactics to exploit people’s trust. Stay informed and always verify the authenticity of the messages you receive to protect your personal and financial information,” warns the expert.

Invest4U paves the way for professionals from different areas to start their entrepreneurial journey

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Invest4U paves the way for professionals from different areas to start their entrepreneurial journey

The financial services franchise sector has shown promise in Brazil, with an annual growth of 12%, according to the Brazilian Franchise Association (ABF). The franchise model stands out for offering professionals from various fields an accessible and highly profitable path, attracting those seeking to diversify their sources of income.

Engineers and economists, for example, are often limited by fluctuations in the job market. In an increasingly competitive environment, these specialists are seeking financially safer alternatives. Furthermore, many entrepreneurs in the accounting sector face difficulties in ensuring the stability of their businesses with the increasing digitalization of the industry, which requires rapid and constant adaptation.

In this context, specialized franchises present themselves as an opportunity for diversification for professionals who wish to expand their client base. SecondJenni Almeida, founder and CEO ofInvest4Uthey can combine the knowledge already acquired in their careers with the support offered by the franchises, maximizing their earnings. "Professionals who already understand their clients' financial lives and wish to stand out in the field can find in the model a way to ensure safe and reliable service," he explains.

High profitability and flexibility

The possibility of remote operation and the low operational cost are factors that make the franchise model even more attractive. Furthermore, the support provided ensures that franchisees are prepared to face market challenges. "At Invest4U, for example, we invest in continuous qualification, with 120 hours of training and full support, which allows franchisees to operate safely and confidently," says Jenni.

The company's franchise model is designed to ensure high profitability margins. According to ABF, companies in the financial sector have reported annual revenues of up to 285,000 reais. In this way, the segment offers attractive margins, including for professionals who already have a client base and can offer financial consulting as a complement to their main activities.

Furthermore, the flexibility of the operation, which can be performed remotely, allows franchisees to reconcile their current activities with the new venture without compromising the quality of service. "Our purpose goes beyond financial products. We want to transform lives, enabling each franchisee to bring prosperity to the families they serve, regardless of the type of business," reinforces Jenni.

Financial consultancy as a differentiator

The franchise uses the exclusive SIM method (Support, Investment, Multiplication), which aims to provide a comprehensive life plan, focused not only on financial products but on creating a secure and prosperous future for clients. Your market segmentation is focused on areas with high demand for specialized financial services, where the need for professional guidance is still significant.

Therefore, the financial consulting market has been attracting more and more professionals seeking to venture in a safe and structured manner. According to Jenni, the adaptability offered by Invest4U facilitates the entry of professionals from different fields into a rapidly growing segment. "With an innovative approach and comprehensive support, our goal is to make entrepreneurship accessible to franchisees and expand access to education and financial planning for end customers," defines the CEO.

CFOs will meet in SP to discuss the future of the financial sector in Brazil

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CFOs will meet in SP to discuss the future of the financial sector in Brazil

Discussing trends, new technologies, and partnerships will be on the agenda for executives and managers of the largest companies in Brazil next Thursday (3rd), during the Travel & Expenses Summit. Organized byPaytrack, the event will take place at the Rosewood Hotel, in São Paulo and will be attended by more than 200 professionals, including CFOs, CEOs and C-level managers.

This edition will feature renowned names in the market, such as writer and speaker Max Gehringer, Harvard and Carnegie Endowment researcher and FGV Professor Oliver Stuenkel, as well as Myriã Bast, superintendent of Bradesco, and many others.

The event will address the future of corporate finance on topics such as digital transformation, artificial intelligence in decision-making, fraud detection technologies and cost optimization practices, careers, among other topics.

In addition to the lectures, there will be interactive panels that will allow participants to exchange experiences and insights with other industry leaders."Our goal is to promote a space for debate and innovation for the financial sector, strengthening the network of contacts among leaders and providing insights for the future of corporate finance," says Edson Gonçalves, co-founder of Paytrack.

Commerce Media: 10 Key Principles of the Fastest-Growing Digital Advertising Modality

Tiago Cardoso
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Commerce Media: 10 Key Principles of the Fastest-Growing Digital Advertising Modality

In some advertising circles, you may have started to hear the expression "commerce media" emerging. This is because it is a new approach to digital advertising that is changing the way commerce is conducted. However, commerce media is one of those terms that seem simple, but when someone tries to explain it, most people get confused.

Commerce media is advertising that connects consumers to products and services throughout the entire purchasing journey, across both physical and digital touchpoints, directly linking advertising investment to transactions.

Although it seems simple, commerce media is a multifaceted advertising approach that is still very new. Below are ten key facts about commerce media to clarify its fundamental principles

1. Commerce media is a new and evolving concept

The term gained popularity with the release of Amazon's advertising revenue report in 2022, accompanied by a promise of unprecedented access to commercial data for brands, as well as a new revenue stream for retailers. Although there is a rise in memberships to commerce media, the ecosystem has a long way to go to fully leverage its benefits.

2. Commerce media is independent of the sales channel 

Commerce media involves the connection of all media that can be associated with online and offline sales transactions, or that use commercial data to enrich and optimize audience segmentation. The modality is the offering of products in physical stores, marketplaces, and e-commerce platforms, or even content and news platforms.  

3. Commerce Media Doesn’t Exist Without Data and AI 

The segmentation and targeting of commerce media audiences are based on commercial data (signals and transaction intent/travel of the customer in the real world) to inform marketing decisions, improve segmentation, create efficient and effective ads, and provide optimized consumer experiences.  

This is only possible through artificial intelligence, which is capable of analyzing and working with commercial data to develop predictive models that improve recommendations and bidding. And they can also help publishers improve their audiences for monetization.

4. Commerce media multiplies revenues for non-advertisers too

Many types of businesses can benefit from this modality, including advertisers, agencies, data analysis platforms, media measurement platforms, among other players that support media operators in driving results, thereby multiplying their revenues.  

5. The biggest inhibitor to commerce media is fragmentation 

There is no single approach to commerce media – each player in commerce (retailers, marketplaces, or e-commerce) has its own way of negotiating ads, defining audiences, policies, and using data. For brands, this makes it difficult to reach their target audiences as well as to measure the ROI of campaigns. Thus, an effort to standardize and unify the market can be the main improvement to increase revenues for all participants.

6. Commerce media is not retail media 

Retailers are among the first players in commerce media, but the modality has new players, the newcomers. However, other industries, such as automotive, airlines, hotels, and the sharing economy, bring their own sets of data and unique capabilities, as well as different types of transactions.  

7. Commerce media provides insights beyond retail 

Because it is not only multi-commercial but also multi-sectoral, commerce media has datasets of behavior and transactions from a broader range of environments and audiences. These insights can further improve segmentation and personalization, as well as expand the marketing mix.

8. Commerce media expands opportunities in the digital ecosystem

Commerce media expands the scope of traditional programmatic channels by connecting onsite and display experiences at points of sale and offsite on the open web and physical stores. The modality creates opportunities for non-endemic advertisers on retailer websites, allows publishers to implement commerce-oriented monetization strategies, and enables media buyers and sellers to identify the value of their primary data.

9. Commerce media is omnichannel and full-funnel

Commerce media is not limited to reaching customers at the point of sale but across all channels and throughout all stages of the purchase funnel—provided that the touchpoints can be attributed to transactions. This means that the strategy can be assigned from the initial research stage through to the final purchase – awareness, consideration, and conversion.

10. Commerce media is multi-format and multi-channel

To connect with consumers across the funnel, commerce media embraces a variety of formats and channels, far beyond the sponsored ads traditionally associated with retail media, also including video, display, contextual, shoppable ads, CTV, OOH and SMS, among others.

Currently, commerce media on the open internet is fragmented, with demand-side platforms (DSPs), supply-side platforms (SSPs), and retail SSPs operating separately. But as privacy continues to be a priority across the entire ecosystem, marketers and media owners will seek more integrated solutions to manage, scale, and activate first-party data and addressable audiences. The commercial media space is expected to advance rapidly in these areas, making it easier for marketers and media owners to work together to deliver richer experiences to consumers.

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