No room for error – A case study of Gleam in production at Uncover

Summary

Based in São Paulo, Brazil, Uncover was founded to revolutionise the field of marketing mix modelling - helping companies harness state-of-the-art data integration and AI to measure the return on their marketing investments, optimize their use of media, and track the effects of pricing changes and promotions in real time. Challenge Marketing mix modelling (MMM) first came to prominence in the early 1990s as a set of techniques for analysing, forecasting and optimising marketing planning. Today, it plays a central role in marketing strategy at most large consumer packaged goods companies, and is increasingly being adopted by the telecommunications, financial services, automotive and hospitality sectors too. One of the key advantages of MMM, compared to other commonly used marketing analysis techniques, is that it is purely a statistical approach and doesn't rely on user tracking. This makes it a great fit for companies that care about their customers' data privacy, and for those that want to invest in types of marketing campaigns and media that are not as easy to track as digital ads. Traditionally, the main providers of MMM have been specialist consultancy firms, which charge high fees for their services. As a result, MMM has been regarded as a premium service that only the largest companies can afford. Uncover's mission is to revolutionise the MMM market by building a platform that can bring the same level of marketing intelligence to businesses of all sizes. At the heart of the Uncover platform is a query engine that allows analysts to define sophisticated ways to interrogate and visualise marketing data as it streams in from multiple sources - including sales and CRM systems, market and economic data, and even weather forecasts. "With our competitors' consultancy-based approach, they might run a big MMM project and deliver a final report after six months," comments Georges Boris, Chief Design Officer at Uncover. "With our platform, we can deliver new insights we...