Welcome to Marketer Spotlight, an interview series where we sit down with top minds from the marketing and advertising world to uncover fresh insights, emerging trends, and expert perspectives shaping the future of our industry. We’re here to spark meaningful conversations around innovation, challenges, and thought leadership in marketing.

In our first edition, we’re thrilled to feature Adriano Farias, Senior Paid Media Analyst at MadeiraMadeira, one of Brazil’s leading online home retailers. Adriano shares how he keeps up with the ever-evolving digital marketing landscape, approaches campaigns that fall short of expectations, and thoughtfully balances data with creativity. He also offers his take on attribution models and how to design campaigns that resonate with diverse audiences.

Let’s dive into the insights from someone who’s not just keeping pace with the industry, but helping shape it.

1. How do you stay updated with the latest trends in performance marketing? 

I prioritize continuous education by subscribing to marketing newsletters, listening to industry podcasts, and following thought leaders on platforms like LinkedIn. I also take online courses to deepen my understanding of new tools and algorithms. Attending digital marketing conferences—whether virtual or in person—gives me broader insights and helps me stay competitive in a rapidly evolving landscape.

2. How do you handle a campaign that isn’t performing as expected? 

I approach underperforming campaigns with a structured diagnostic process. I examine performance metrics across the funnel—impressions, clicks, conversions—to pinpoint where the drop-off is occurring. From there, I run controlled tests, whether that means tweaking the ad copy, adjusting bids, or narrowing audience segments. I keep stakeholders informed throughout the process and focus on iterative improvements.

3. How do you balance creativity and data-driven decision-making in your campaigns? 

For me, data is the compass and creativity is the vehicle. I start with insights from analytics to define the strategic direction, then layer in creative concepts that emotionally engage the audience. After launching, I continuously test variables—headlines, visuals, CTAs—to fine-tune performance. Some of the most effective campaigns I’ve run started with a strong data hypothesis but were brought to life through unexpected creative approaches.

4. What’s your experience with attribution models, and how do you choose the right one? 

Our business is part of retail, so for us, last-click attribution is the most useful. However, we always match the model to the customer journey and keep in mind that no model is perfect, so testing and adjusting over time is key.

5. How do you ensure your campaigns are inclusive and resonate with diverse audiences? 

Inclusivity starts with research. I conduct audience analysis to understand different cultural backgrounds and ensure messaging aligns with those insights. 

Adriano’s insights highlight the blend of adaptability, strategy, and creativity that defines today’s top marketers. At Mobupps, we believe in empowering brands by connecting them with experts, technology, and global reach to scale performance intelligently.

Get in touch with Mobupps to see how we can boost your marketing performance and take your campaigns to the next level.

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