Obtaining relevant data was one of the bottlenecks that drove the development of the tool
Magrathea powered by Mirum is the name of the solution developed by Mirum, whose objective is to enable data-driven management for each business and, above all, deliver a greater return on investment in data.
According to the agency, the engineering team saw that one of the biggest bottlenecks in the marketing operation and performance of companies and agencies is obtaining relevant data.
We realized that this pain was not just ours: data from different decentralized sources, difficulty in connecting this information, high demand for operational work to correct spreadsheets and different dashboards are problems commonly encountered by intelligence areas, said Mirum CEO Robson Ortiz.
The difficulty in reporting results efficiently, the lack of security and the exposure of sensitive and confidential data make it difficult to make decisions based on concrete data, which go beyond average results. The agency estimates that in this scenario 80% of reporting time is spent on automatable tasks.
As people see results through dashboards, they believe that the difficulty in using data for business is caused by them. Therefore, a constant search for solutions to data visualization problems or improvement in strategies is created, forgetting the main problem: the quality of the data and how it is collected for assertive analysis, explains Robson Ortiz.
The idea, according to Mirum, is that professionals start to trust data to guide the business, whether at the agency or the client.
