CEO of Mtricas Boss addresses data reliability challenges in the digital era

CEO of Mtricas Boss discusses the importance of analyzing information in business decisions.

Talking about data can generate many questions for an audience that is not properly inserted in this area. Whether due to the very dense vocabulary or the broad and complex information, an image was built that data is impossible to collect, analyze and use. Gustavo Esteves, an advertiser working inMarketing DigitalAnalytics specialist and CEO of Mtricas Boss, to demystify how to use and discuss data.

The advertiser, who has worked for Shoptime,Americans and Globomarcas, argues in his book Menos Achismo, Mais dados that information collected en masse can serve as fuel for companies of all sizes and segments, because they can convert speculations into decisions based on deeper analyses.

Bringing experience of working in more than 3 thousand analytics consultancy and audit projects, of which more than 90% required improvements, Esteves realized the need for companies to have a better understanding of how the area works.

To do this, the specialist brings together his knowledge in the area, acquired since he was 16 years old, to present the main web metrics by strategy and show ways to analyze this information within a process that he developed himself, based on true cases.

I want to reach more people in a simple, communicative way that can make the importance of looking at this area of digital marketing tangible for people, but in a marketing way. Despite being trained in a technical school of Logical and Electronic Computing, I have a degree in Advertising and Propaganda, so I want to unite the two worlds to be a communicator who attracts people to talk about this, declared Gustavo Esteves in an interview with Adnews.

According to the Analytics specialist, knowing how to manage data in the best way gives a great advantage in the current market. In order for this knowledge to be disseminated, Esteves offers in his book a guide to expand analytical capacity, teaching readers how to apply not only business metrics, but also social ones, how to implement KPIs (Key Performance Indicators, from the English, Performance) and develop a sense of priority.

Despite discussing these topics in simple language, the author himself warns that it is important to read the book for less than an hour a day, so that the reader can really interpret and absorb the content presented.

Another factor worth highlighting is that, even though it is aimed at professionals, entrepreneurs and students who are looking to understand numbers that border on the incomprehensible, in addition to a new perspective on digital business, the book, according to Gustavo, is a necessary basis for all people working in the digital environment.

A small, medium or large company knows its needs. She knows she needs to invest in publicity, social networks and data analysis. The crux of the matter is how she will visualize and learn to interpret them for her own benefit, commented the author of Menos Achismo, Mais dados.

Data reliability in the digital age

In a digital era where many people value opinion over fact, one of the main challenges is distancing simple guesswork from careful analysis. Two recurring, but opposite, situations tend to occur in situations like this.

The first, and less damaging, is when the individual, with the intention of being less aggressive in their speech, tends to position themselves in a relaxed manner, inserting themselves, I think, in the middle of a presentation of facts that have been carefully analyzed. This lack of confidence in speech is confused with the second situation.

In this case, I think is used not to soften a sentence, but to reaffirm, and sometimes impose, an opinion that distorts reality, being harmful to any company that deals with information.

Everyone has their own opinion, but the problem is that people understand this as the absolute truth. Guessing is part of it, building hypotheses is important, but how much we can prove them with quantitative and qualitative data will give better direction for your company, said Gustavo

Another challenge of modernity is the reliability of data, given that manipulations occur and much information conflicts.

According to the book’s author, it is important to find a single reliable tool to collect and serve data, because the use of multiple analysis sources can generate different results, which leads to misinformation and, consequently, a possibly dangerous direction for the company.