On saturday 10/22 me and Cafundó‘s Strategist João Marcelo been in an event in São Paulo called Intercon. The porpous off this event was to bring great professionals form the digital market to a sincere and open talk. The themes had been separated in 4 areas, creativity, hackaton, social media and metrics. To the grief of the Cafundó’s blog readers, this guy who is writing spent all day in the metrics area, but i want to talk about the digital market, about the professionals responsable by the data analysis, in a few days i’ll post again only about how data can generate creative insights.

If someone wants a post about this event creative area, send an email to joao@cafundo.tv, he spent the whole day there.

Getting back to the event, became clear that the guys are not so in front of us, we have the same sources of information and the knowledge of the area is well balanced, the difference is in practice, as SP is a much larger market, more customers are willing to invest in digital and consequently there are more projects being executed. In this event i also found the cure for my frustration about the market we are in, because it became clear that the guys go through the same situations and problems we have here. In general, clients do not understand how to use the web, the agencies don’t know how to charge for  more specific services and overlook the digital and mostly professionals involved in the evaluation of the campaigns do not know what results to present to customers.

Among all that was said two things caught my attention. One participant asked to the speakers of the event when they felt that the market will change and companies and agencies will understand digital. Alessandro Lima (@alimasp) BI do Terra, said that this will only happen when this generation assume the post of decision makers in companies and agencies. Then i ask you: Are we doomed to wait so long for a mentality change in the market? I hope not.

The second important situation to note was a simple comment maded by Leonardo Naressi (@leonaressi) Director of Direct Performance. At the end of the event chat he said that a media manager of a large agency that from now on what matters is the CPLike (Cost-per-like). Analyze so simple and shallow metrics is one of the biggest mistakes a planner, media or marketing manager can make. The measurement of a click in a button should not be the KPI(key-performance-indicator) of any campaign, cause even without the like a fan-page can participate on the results of the campaign. But that is for another post, where i will talk in more detail on how to show your clients the right numbers and about multichannel funnels. That’s enough for today.

Every picture of this post has been stolen from @leonaressi and @amandazdias