Celeste Slaibe, Pipol CEO

"MIA is an indispensable tool for understanding the impact of communication investment effectively and instantly"

Celeste Slaibe, founder & CEO of Pipol.
Reading time 1:30 min

Pipol is one of the most recognized Argentine agencies in the communications field, with a strong presence in the gambling industry in Latin America. Its product portfolio includes MIA, a software 100% developed by the agency, which optimizes offline and online media buying in real-time, with digital analysis methodologies.

The idea and implementation of this development were in charge of Celeste Slaibe, founder & CEO of Pipol who, with this and other innovative proposals, managed to revolutionize the world of communication, advertising, and media agencies in the gambling and retail sector in the region for more than 20 years.

"MIA is a multi-touch attribution model, essential for marketing and sales teams, as it allows them to understand the impact of communication investment effectively and instantly, without having to resort to statistical projection models or wait months or years to collect infinite amounts of data," said the executive.

"MIA measures every impact on offline and online media, focusing on TV and radio on digital assets. It also simultaneously evaluates the total number of users who interact directly and indirectly with a website or application after seeing an ad, thanks to the cross-referencing of information between the time of the advertisement and the interactions generated," she further explained.

Slaibe believes that "MIA's algorithm positively impacts advertising strategies after improving and optimizing the buying process and its implementation, especially in the online gambling sector, an industry that has grown rapidly in recent times." 

"At Pipol, we have been accompanying our clients in Latin America with satisfactory results, making the costly process of managing campaigns more efficient. Thus, the tool generates a healthy ecosystem between the organic and the invested, between TV and digital, between consumer and brand," she added.

According to the CEO, with MIA, campaigns are instantly monitored and optimized for better performance. "Undoubtedly, in the medium and long term, it will be fundamental for the optimization of every marketing budget of online gambling and e-commerce companies," she emphasized during an interview with Yogonet.

"For Pipol, it is a great challenge to maximize the advertising investment of its clients with the best tool in the region, which mixes the use of technology and reads millions of records, with business intelligence, for a correct interpretation of what it shows", the executive concluded.

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