{"id":88418,"date":"2023-12-19T11:59:37","date_gmt":"2023-12-19T11:59:37","guid":{"rendered":"https:\/\/www.artefact.com\/?post_type=blog&#038;p=88418"},"modified":"2024-09-20T17:46:01","modified_gmt":"2024-09-20T16:46:01","slug":"pushing-the-boundaries-of-experimentation-and-measurement-with-innovative-new-modeling-techniques","status":"publish","type":"blog","link":"https:\/\/www.artefact.com\/br\/blog\/pushing-the-boundaries-of-experimentation-and-measurement-with-innovative-new-modeling-techniques\/","title":{"rendered":"Ultrapassar os limites da experimenta\u00e7\u00e3o e da medi\u00e7\u00e3o com novas t\u00e9cnicas inovadoras de modelagem"},"content":{"rendered":"<p><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling article-author\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-background-color:#ffffff;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:calc( 1440px + 20px );margin-left: calc(-20px \/ 2 );margin-right: calc(-20px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_2 1_2 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:50%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:50%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-title title fusion-title-1 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-margin-bottom-small:8px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;--fontSize:50;line-height:1.2;\">Autor<\/h2><\/div><img decoding=\"async\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27150%27%20height%3D%270%27%20viewBox%3D%270%200%20150%200%27%3E%3Crect%20width%3D%27150%27%20height%3D%270%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-orig-src=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2021\/04\/Siddharth-Mohan-300x300.png\" alt=\"Image\" class=\"lazyload artefact-elegant-image align-left article-author-image\" style=\"width: 150px; border-radius: 54% 46% 77% 23% \/ 74% 40% 60% 26%; overflow: hidden;\" width=\"150\" height=\"auto\" \/><div class=\"fusion-title title fusion-title-2 fusion-sep-none fusion-title-text fusion-title-size-three article-author-name-title\" style=\"--awb-text-color:var(--awb-color7);--awb-margin-bottom-small:8px;--awb-font-size:18px;\"><h3 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;Josefin Sans&quot;;font-style:normal;font-weight:600;margin:0;font-size:1em;--fontSize:18;line-height:1.5;\">Siddarth Mohan<\/h3><\/div><div class=\"fusion-text fusion-text-1 article-author-description\" style=\"--awb-font-size:14px;--awb-line-height:1.6;--awb-letter-spacing:2px;--awb-text-transform:uppercase;--awb-text-color:var(--awb-color7);--awb-text-font-family:&quot;Roboto&quot;;--awb-text-font-style:normal;--awb-text-font-weight:400;\"><p>Diretor Data Science &amp; Global Lead for Causal AI Research &amp; Marketing Mix Modelling at Artefact<\/p>\n<\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-2 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--link_color: var(--awb-color6);--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-background-color:var(--awb-color1);--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:calc( 1440px + 20px );margin-left: calc(-20px \/ 2 );margin-right: calc(-20px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-2 description\" style=\"--awb-text-color:var(--awb-color5);--awb-text-font-family:&quot;PT Serif&quot;;--awb-text-font-style:normal;--awb-text-font-weight:400;\"><p>The Bridge - Caf\u00e9 Data<\/p>\n<p>Emmanuel Malherbe, diretor do Research Center no Artefact, reuniu-se recentemente com Sid Mohan, diretor do Data Science &amp; Global Lead for Causal AI Research &amp; Marketing Mix Modelling no Artefact, para falar sobre medi\u00e7\u00e3o de marketing.<\/p>\n<\/div><\/div><\/div><\/div><\/div><article class=\"fusion-fullwidth fullwidth-box fusion-builder-row-3 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--link_color: var(--awb-color6);--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-background-color:var(--awb-color1);--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-justify-content-center fusion-flex-content-wrap\" style=\"max-width:calc( 1440px + 20px );margin-left: calc(-20px \/ 2 );margin-right: calc(-20px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-video fusion-youtube\" style=\"--awb-max-width:600px;--awb-max-height:360px;--awb-align-self:center;--awb-width:100%;\"><div class=\"video-shortcode\"><div class=\"fluid-width-video-wrapper\" style=\"padding-top:60%;\" ><iframe title=\"Reprodutor de v\u00eddeo do YouTube 1\" src=\"https:\/\/www.youtube.com\/embed\/Xxge3IkPsXg?wmode=transparent&autoplay=0\" width=\"600\" height=\"360\" allowfullscreen allow=\"autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture;\"><\/iframe><\/div><\/div><\/div><div class=\"fusion-title title fusion-title-3 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:var(--awb-color6);--awb-margin-bottom-small:8px;--awb-font-size:30px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;PT Serif&quot;;font-style:normal;font-weight:700;margin:0;letter-spacing:1.6px;font-size:1em;--fontSize:30;line-height:1.47;\">H\u00e1 muitos elementos em movimento no campo da medi\u00e7\u00e3o de marketing. O senhor poderia destacar quais inova\u00e7\u00f5es impulsionar\u00e3o a medi\u00e7\u00e3o de marketing no futuro?<\/h2><\/div><div class=\"fusion-text fusion-text-3\" style=\"--awb-font-size:20px;--awb-line-height:1.6;--awb-letter-spacing:var(--awb-typography4-letter-spacing);--awb-text-transform:var(--awb-typography4-text-transform);--awb-text-color:var(--awb-color5);--awb-text-font-family:var(--awb-typography4-font-family);--awb-text-font-weight:var(--awb-typography4-font-weight);--awb-text-font-style:var(--awb-typography4-font-style);\"><p>Em nossa estrutura de medi\u00e7\u00e3o, temos tr\u00eas metodologias: atribui\u00e7\u00e3o, teste incremental e MMM. No entanto, esses m\u00e9todos enfrentam atualmente restri\u00e7\u00f5es que impedem a colabora\u00e7\u00e3o cont\u00ednua.<\/p>\n<\/div><div class=\"fusion-text fusion-text-4\" style=\"--awb-font-size:20px;--awb-line-height:1.6;--awb-letter-spacing:var(--awb-typography4-letter-spacing);--awb-text-transform:var(--awb-typography4-text-transform);--awb-text-color:var(--awb-color5);--awb-text-font-family:var(--awb-typography4-font-family);--awb-text-font-weight:var(--awb-typography4-font-weight);--awb-text-font-style:var(--awb-typography4-font-style);\"><p>O modelo de atribui\u00e7\u00e3o, por exemplo, precisa incluir a incorpora\u00e7\u00e3o de restri\u00e7\u00f5es relacionadas \u00e0 linha de base, um fator essencial para entender o impacto geral das atividades de marketing.<\/p>\n<\/div><div class=\"fusion-text fusion-text-5\" style=\"--awb-font-size:20px;--awb-line-height:1.6;--awb-letter-spacing:var(--awb-typography4-letter-spacing);--awb-text-transform:var(--awb-typography4-text-transform);--awb-text-color:var(--awb-color5);--awb-text-font-family:var(--awb-typography4-font-family);--awb-text-font-weight:var(--awb-typography4-font-weight);--awb-text-font-style:var(--awb-typography4-font-style);\"><p>Ao mesmo tempo, os testes incrementais costumam ser rigidamente controlados pelas principais plataformas de tecnologia. Eles geralmente exigem gastos significativos com m\u00eddia para a execu\u00e7\u00e3o e, muitas vezes, s\u00e3o limitados apenas \u00e0 m\u00eddia digital paga. Isso exige t\u00e9cnicas avan\u00e7adas, como a infer\u00eancia causal bayesiana e a estrutura de resultados potenciais; metodologias que foram pioneiras e de c\u00f3digo aberto por entidades como Amazon Science e Microsoft Research.<\/p>\n<\/div><div class=\"fusion-text fusion-text-6\" style=\"--awb-font-size:20px;--awb-line-height:1.6;--awb-letter-spacing:var(--awb-typography4-letter-spacing);--awb-text-transform:var(--awb-typography4-text-transform);--awb-text-color:var(--awb-color5);--awb-text-font-family:var(--awb-typography4-font-family);--awb-text-font-weight:var(--awb-typography4-font-weight);--awb-text-font-style:var(--awb-typography4-font-style);\"><p>E na \u00e1rea de MMMs, h\u00e1 oportunidades s\u00f3lidas para aproveitar os mais recentes avan\u00e7os em modelos causais, mais uma vez gra\u00e7as ao trabalho pioneiro da Amazon Science, cuja inova\u00e7\u00e3o revolucion\u00e1ria \u00e9, de fato, de c\u00f3digo aberto e est\u00e1 dispon\u00edvel para a comunidade cient\u00edfica data.<\/p>\n<\/div><div class=\"fusion-title title fusion-title-4 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:var(--awb-color6);--awb-margin-bottom-small:8px;--awb-font-size:30px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;PT Serif&quot;;font-style:normal;font-weight:700;margin:0;letter-spacing:1.6px;font-size:1em;--fontSize:30;line-height:1.47;\">Ent\u00e3o, como essas metodologias avan\u00e7adas abordam os desafios enfrentados pelos modelos tradicionais?<\/h2><\/div><div class=\"fusion-text fusion-text-7\" style=\"--awb-font-size:20px;--awb-line-height:1.6;--awb-letter-spacing:var(--awb-typography4-letter-spacing);--awb-text-transform:var(--awb-typography4-text-transform);--awb-text-color:var(--awb-color5);--awb-text-font-family:var(--awb-typography4-font-family);--awb-text-font-weight:var(--awb-typography4-font-weight);--awb-text-font-style:var(--awb-typography4-font-style);\"><p>As metodologias atuais oferecem uma compreens\u00e3o mais detalhada das atividades de marketing dentro da estrutura do MMM. No entanto, elas resistem a entrar na granularidade necess\u00e1ria para que os profissionais de marketing tomem a\u00e7\u00f5es r\u00e1pidas e direcionadas, alinhadas com as necessidades comerciais espec\u00edficas. Para resolver isso, h\u00e1 um aumento no desenvolvimento de modelos bayesianos hier\u00e1rquicos e, mais importante, de modelos causais estruturados, que permitem uma perspectiva mais granular e uma execu\u00e7\u00e3o mais frequente de MMMs.<\/p>\n<\/div><div class=\"fusion-title title fusion-title-5 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:var(--awb-color6);--awb-margin-bottom-small:8px;--awb-font-size:30px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;PT Serif&quot;;font-style:normal;font-weight:700;margin:0;letter-spacing:1.6px;font-size:1em;--fontSize:30;line-height:1.47;\">Passando para o t\u00f3pico da causalidade, parece haver uma mudan\u00e7a no sentido de entender o \u201cporqu\u00ea\u201d por tr\u00e1s do data. O senhor pode nos dizer mais sobre isso?<\/h2><\/div><div class=\"fusion-text fusion-text-8\" style=\"--awb-font-size:20px;--awb-line-height:1.6;--awb-letter-spacing:var(--awb-typography4-letter-spacing);--awb-text-transform:var(--awb-typography4-text-transform);--awb-text-color:var(--awb-color5);--awb-text-font-family:var(--awb-typography4-font-family);--awb-text-font-weight:var(--awb-typography4-font-weight);--awb-text-font-style:var(--awb-typography4-font-style);\"><p>Desde 2021, tem havido uma revolu\u00e7\u00e3o causal da IA. As empresas, lideradas pela Microsoft Research e pela Amazon Science, agora est\u00e3o enfatizando a compreens\u00e3o do \u201cporqu\u00ea\u201d por tr\u00e1s do data, transcendendo o foco tradicional no \u201co qu\u00ea\u201d. As solu\u00e7\u00f5es de c\u00f3digo aberto em modelos causais estruturados permitem que as empresas estimem o impacto de um \u00fanico evento dentro do contexto mais amplo de eventos simult\u00e2neos e confusos.<\/p>\n<\/div><div class=\"fusion-title title fusion-title-6 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:var(--awb-color6);--awb-margin-bottom-small:8px;--awb-font-size:30px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;PT Serif&quot;;font-style:normal;font-weight:700;margin:0;letter-spacing:1.6px;font-size:1em;--fontSize:30;line-height:1.47;\">Promover uma cultura de inova\u00e7\u00e3o em uma empresa \u00e9 fundamental. Como o senhor aconselha as empresas a criar e inspirar a experimenta\u00e7\u00e3o e a inova\u00e7\u00e3o?<\/h2><\/div><ul style=\"--awb-iconcolor:#000000;--awb-textcolor:#000000;--awb-line-height:27.2px;--awb-icon-width:27.2px;--awb-icon-height:27.2px;--awb-icon-margin:11.2px;--awb-content-margin:38.4px;\" class=\"fusion-checklist fusion-checklist-1 fusion-checklist-default type-icons paddingList dark-text\"><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p><strong>Tenha a coragem de come\u00e7ar a fazer as perguntas que importam.<\/strong> Desenvolva sua agenda de aprendizado para identificar as perguntas para as quais as metodologias de medi\u00e7\u00e3o atuais s\u00e3o incapazes de fornecer respostas.<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p><strong>Colaborar com as equipes cient\u00edficas do data para definir e levantar hip\u00f3teses<\/strong> benef\u00edcios esperados e valor agregado obtidos com a resposta a essas perguntas cr\u00edticas. Por exemplo, \u00e9 mais vantajoso ter um insight sobre quais formatos criativos proporcionam os melhores retornos ou quais regi\u00f5es geogr\u00e1ficas devem ser o foco de minhas campanhas de funil inferior?<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p><strong>Testar novas metodologias<\/strong> em um ambiente controlado e comparar os resultados abrangentes com as solu\u00e7\u00f5es existentes para garantir a l\u00f3gica comercial. Por exemplo, se o senhor tem um MMM mais granular baseado em modelos causais, os resultados permanecem alinhados com um MMM cl\u00e1ssico de n\u00edvel de canal que j\u00e1 est\u00e1 em uso ou os resultados s\u00e3o completamente contradit\u00f3rios?<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p><strong>Fique \u00e0 vontade com o fracasso.<\/strong> O ritmo dos desenvolvimentos em torno da Mensura\u00e7\u00e3o de Marketing est\u00e1 se acelerando, assim como no restante do espa\u00e7o de IA. Nem toda nova abordagem ou modelo vai gerar valor. Mas isso n\u00e3o deve desencoraj\u00e1-lo a se manter atualizado com as tend\u00eancias da comunidade de IA e sempre criar espa\u00e7o para experimenta\u00e7\u00e3o e testes.<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p><strong>Instilar uma mentalidade de inova\u00e7\u00e3o nas equipes de marketing e data.<\/strong> O maior obst\u00e1culo \u00e0 cria\u00e7\u00e3o de uma cultura de inova\u00e7\u00e3o e experimenta\u00e7\u00e3o \u00e9 a institucionaliza\u00e7\u00e3o das coisas. Quando a frase \u201csempre foi assim que fizemos\u201d \u00e9 mencionada, significa que o senhor est\u00e1 estagnado. Veja algumas das principais empresas, como Booking.com, Uber ou Spotify, que est\u00e3o sempre em sintonia com o que seus clientes querem; isso acontece porque elas atualizam continuamente suas ofertas e servi\u00e7os. Elas medem constantemente, o mais pr\u00f3ximo poss\u00edvel da realidade esperada, e n\u00e3o importa o qu\u00e3o dif\u00edcil possa ser, determinadas campanhas ou esfor\u00e7os de marketing. Imagine, por exemplo, tentar medir a verdadeira incrementalidade da Unwrapped 2023 do Spotify, uma das campanhas de marketing mais populares deste ano.<\/p>\n<\/div><\/li><\/ul><div class=\"fusion-title title fusion-title-7 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:var(--awb-color6);--awb-margin-bottom-small:8px;--awb-font-size:30px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;PT Serif&quot;;font-style:normal;font-weight:700;margin:0;letter-spacing:1.6px;font-size:1em;--fontSize:30;line-height:1.47;\">A sinergia entre as equipes de marketing e data \u00e9 fundamental. O senhor pode explicar melhor como essas equipes podem trabalhar juntas de forma eficaz para impulsionar a inova\u00e7\u00e3o?<\/h2><\/div><div class=\"fusion-text fusion-text-9\" style=\"--awb-font-size:20px;--awb-line-height:1.6;--awb-letter-spacing:var(--awb-typography4-letter-spacing);--awb-text-transform:var(--awb-typography4-text-transform);--awb-text-color:var(--awb-color5);--awb-text-font-family:var(--awb-typography4-font-family);--awb-text-font-weight:var(--awb-typography4-font-weight);--awb-text-font-style:var(--awb-typography4-font-style);\"><p>As equipes de marketing e data s\u00e3o um par ideal, pois os profissionais de marketing, movidos pelo desejo de ultrapassar os limites criativos, encontram um par nas equipes data que prosperam na solu\u00e7\u00e3o de desafios. Romper com as abordagens institucionalizadas \u00e9 fundamental para promover uma cultura inovadora. Incentivar os cientistas da data a resolver problemas que surgem ao ultrapassar os limites da criatividade garante que a empresa permane\u00e7a \u00e1gil e relevante.<\/p>\n<\/div><div class=\"fusion-title title fusion-title-8 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:var(--awb-color6);--awb-margin-bottom-small:8px;--awb-font-size:30px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;PT Serif&quot;;font-style:normal;font-weight:700;margin:0;letter-spacing:1.6px;font-size:1em;--fontSize:30;line-height:1.47;\">O senhor pode compartilhar um exemplo em que uma empresa adotou com sucesso essa cultura de inova\u00e7\u00e3o?<\/h2><\/div><div class=\"fusion-text fusion-text-10\" style=\"--awb-font-size:20px;--awb-line-height:1.6;--awb-letter-spacing:var(--awb-typography4-letter-spacing);--awb-text-transform:var(--awb-typography4-text-transform);--awb-text-color:var(--awb-color5);--awb-text-font-family:var(--awb-typography4-font-family);--awb-text-font-weight:var(--awb-typography4-font-weight);--awb-text-font-style:var(--awb-typography4-font-style);\"><p>Na Holanda, estamos trabalhando com uma empresa de com\u00e9rcio eletr\u00f4nico on-line que realiza centenas, se n\u00e3o milhares de experimentos anualmente, uma grande mudan\u00e7a em rela\u00e7\u00e3o \u00e0 aus\u00eancia de pr\u00e1ticas de medi\u00e7\u00e3o h\u00e1 apenas dois anos. Essa cultura robusta de inova\u00e7\u00e3o e experimenta\u00e7\u00e3o os diferenciou, melhorando a efici\u00eancia do marketing e o ROI em um impressionante 20%.<\/p>\n<\/div><div class=\"fusion-text fusion-text-11\" style=\"--awb-font-size:20px;--awb-line-height:1.6;--awb-letter-spacing:var(--awb-typography4-letter-spacing);--awb-text-transform:var(--awb-typography4-text-transform);--awb-text-color:var(--awb-color5);--awb-text-font-family:var(--awb-typography4-font-family);--awb-text-font-weight:var(--awb-typography4-font-weight);--awb-text-font-style:var(--awb-typography4-font-style);\"><p>Em resumo, a sinergia entre pr\u00e1ticas avan\u00e7adas de medi\u00e7\u00e3o, foco na causalidade e uma cultura de inova\u00e7\u00e3o e experimenta\u00e7\u00e3o est\u00e1 remodelando o cen\u00e1rio da an\u00e1lise de marketing e garantindo que as empresas permane\u00e7am \u00e1geis e relevantes em um cen\u00e1rio de neg\u00f3cios em constante evolu\u00e7\u00e3o.<\/p>\n<\/div><\/div><\/div><\/div><\/article><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-4 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-background-color:var(--awb-color1);--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:calc( 1440px + 20px );margin-left: calc(-20px \/ 2 );margin-right: calc(-20px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-3 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-12\" style=\"--awb-text-color:var(--awb-color5);\"><p>Visite thebridge.artefact.com, a plataforma de m\u00eddia que democratiza o conhecimento sobre data e IA, em v\u00eddeos e podcasts.<\/p>\n<\/div><div style=\"text-align:center;\"><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-1 fusion-button-default-span fusion-button-default-type button-primary-medium\" style=\"--button_text_transform:var(--awb-custom_typography_2-text-transform);--button_font_size:var(--awb-custom_typography_2-font-size);--button_line_height:var(--awb-custom_typography_2-line-height);--button_typography-letter-spacing:var(--awb-custom_typography_2-letter-spacing);--button_typography-font-family:var(--awb-custom_typography_2-font-family);--button_typography-font-weight:var(--awb-custom_typography_2-font-weight);--button_typography-font-style:var(--awb-custom_typography_2-font-style);\" target=\"_self\" data-hover=\"text_slide_down\" href=\"https:\/\/thebridge.artefact.com\/\" rel=\"noopener\"><div class=\"awb-button-text-transition  awb-button__hover-content--centered\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">thebridge.artefact.com<\/span><span class=\"fusion-button-text awb-button__text awb-button__text--default\">thebridge.artefact.com<\/span><\/div><\/a><\/div><\/div><\/div><\/div><\/div><\/p>","protected":false},"excerpt":{"rendered":"<p>Emmanuel Malherbe, diretor do Research Center no Artefact, reuniu-se recentemente com Sid Mohan, diretor do Data Science &amp; Global Lead for Causal AI Research &amp; Marketing Mix Modelling no Artefact, para falar sobre medi\u00e7\u00e3o de marketing.<\/p>","protected":false},"featured_media":88422,"parent":0,"template":"","meta":{"_acf_changed":false,"ep_exclude_from_search":false},"blog-category":[2997],"blog-language":[2991],"class_list":["post-88418","blog","type-blog","status-publish","has-post-thumbnail","hentry","blog-category-data-marketing","blog-language-en"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/blog\/88418","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/blog"}],"about":[{"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/types\/blog"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/media\/88422"}],"wp:attachment":[{"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/media?parent=88418"}],"wp:term":[{"taxonomy":"blog-category","embeddable":true,"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/blog-category?post=88418"},{"taxonomy":"blog-language","embeddable":true,"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/blog-language?post=88418"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}