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Ideas, lessons and projects across media, data and technology.

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Media · data · strategy

The same audience does not fit every campaign objective

Before deciding who to reach, understand what the campaign needs to achieve. Objective, audience, message and measurement should work in the same direction.

Felipe SoaresSep 24, 20267 min read

AudienceStrategyPaid mediaRead article

Dark dashboard with charts, metrics and visualizations in orange and white.

Data · performance

Dashboard vs. report: the same data can serve different roles

Both work with data, but serve different roles: a dashboard helps monitor and explore; a report interprets, adds context and recommends.

Felipe SoaresSep 24, 20265 min read

DashboardReportsPerformanceRead article