Lucas Modesto is a seasoned marketing data-driven professional. He’s currently working in VMLY&R. Get to know him!
Where are you at in the world these days?
I live in Sao Paulo, Brazil.
How did you get into mobile advertising?
I have been working for 17 years in the digital media market. I’ve had the opportunity to start my career at the age of 16 in an agency that was considered the performance pioneer here in Brazil. I’m a professional that’s always alert to changes in the market, someone who likes to be always up to date. Since it’s an area still in development, I identified the app market as an opportunity to drive my career even further. Three years ago I started working as a Growth Manager at VML and I’m responsible for all of our client’s apps. I started with only one client and now we have eight. So, it’s been expanding a lot lately. Due to our constant search for knowledge and all the know-how we have, we became one of the agencies to look for when it comes to Growth Apps.
What is your favorite area of mobile marketing?
I’m passionate about automated marketing strategies that use AI to attract the most valuable clients. By having knowledge about the consumer, I can understand all the steps and work with assertiveness and relevance. Through mobile marketing, we can access the consumer’s behavior and create effective strategies. Also, we count on a massive volume of mobile devices, which allows us to increase growth at a faster rate and make it profitable as a new business.
What would you consider to be your marketing specialty?
Today I can move between the operational and the strategic within the business. I have the knowledge to optimize campaigns as well as develop strategic planning for clients. I worked for many years in Business Intelligence and I have a strong background in data. I like to work in Data Science. Where I can manipulate a big amount of data, analyze it, and transform the information to improve results. That’s my main goal.
What are the biggest challenges you currently face apart from covid19?
I am a professional who seeks to identify ways to create opportunities in the midst of crises. My current challenge is to resume business with our customers, through efficient growth.
Due to the COVID-19 crisis, the Brazilian app market heated up and there were quick developments from most companies in the digital advertising industry. Creating a lot of opportunities for agencies that were up to the challenge. I’m one of the founders of the group “Galera do App Growth” that has as an objective to spread and produce an exchange of knowledge regarding the app market in Brazil. In moments of crisis, it’s important to have an entrepreneurial spirit in the company that you work for and bring new ways of monetization.
What are your essential tools and resources?
I believe that a growth operation for Apps needs to be Data-driven and a Data Lake resource and an MMP (Mobile Measurement Partner) are essential tools to bring better results.With the advancement of media optimizations through artificial intelligence, I also see a great difference in working creatives in a personalized and intelligent way. It is important to create a recurring Test and Learning routine for creatives that perform better.
What do you think are the key future trends in the mobile industry?
Automating application marketing via artificial intelligence is a path of no return. More and more media professionals need to understand business and the consumer journey beyond media optimizations. It is important to combine creativity with products that focus on solving customer pains.