GMB – Tell us about the event as a whole, as well as the importance of being nominated for one of the SBC Latinoamérica awards.
Damian Maffud – We are very happy that Pipol is present at one of the most important events of the year, SBC Latinoamérica. Furthermore, we are proud to have been nominated as ‘Best Marketing Supplier of the Year’, after achieving the same recognition at ICE London and BiS SiGMA, in São Paulo. It is very important to share experiences with the main global players with an eye on Latin America, and that is why we are in Miami.
Pipol also won this year's EGR Awards. What does being nominated for so many awards this year represent?
It's fantastic, because the industry itself chooses and just the fact that we have been nominated for so many awards is a demonstration that we are in tune with the work that the industry needs, both in media solutions, technologies and software development.
We would like to learn more about the company's technological solutions, especially Pipol Hub.
We have been working with clients in the gambling sector with media tools for a long time. We started with solutions to analyze whether what operators were purchasing were efficient in generating business, sessions on websites, registrations on platforms and, obviously, deposits.
Since then, new Pipol technological tools have emerged for attribution and control of 100% of the amount invested to have, within a single software tool, everything that happens with contracted media and businesses just a click away. This is how MIA® was born.
Today, we are working very efficiently on the issue of adding more and more artificial intelligence technologies. With this, we can not only capture all acquisition processes automatically for customers, but also new ways of collecting data that is impossible to understand. An example is the display of brands on football team shirts.
MIA® measures all brand exposures on football field signs and shirts in real time. This is relevant, as today 50% of marketing investments by major brands in the most important markets in Latin America are in these assets. MIA® can understand, within its model, 100% of brands' investment to see whether each dollar invested is efficient or not.
Thus, MIA® was one of the focuses we brought to show at the SBC Summit Latinoamérica 2023, which attracted all the attention of the most important players who were present at our stand, as well as in several conversations in the panel room and in the event corridors.
Source: GMB Exclusive
