I will plan data driven marketing focused on real results

Twenty years in the media market have taught me something no platform report will tell you:

Correlation is not causation. And the difference is costly.

I've spent two decades on both sides of the tableglobal agency and consultancy, as well as direct client. I've managed over $100 million in annual budgets for brands like Amazon Prime Video, John Deere, Stone, Santander, Claro, Tinder, and Bradesco. I've seen firsthand what works, what doesn't, and what almost never appears in media reports.

I can say that I've specialized in a question that most companies still don't know how to answer:

Is your media spending generating real growthor are you paying for coincidences?

I work with Marketing Mix Modeling (MMM), cookie-independent measurement, and media investment auditing for companies that take ROI seriously. Companies that want to separate what really works from what simply looks good in the report.

Contact with the European market where GDPR and the end of cookie dependence have forced a maturity in measurement that Brazil is also building has given me a real and additional perspective on what the Brazilian market is experiencing.