Speak up, team!
This edition proves that good data isn't what you collect, it's what you use in real time.
At the last Makers Roundtable, the talk was straightforward: behavioral data as the new marketing currency. Real hyper-personalization, strategic use (not just tactical) and a clear warning: without real-time intelligence, your brand is lagging behind.
There's more:
- BPool brings you a Gartner study on the "Genius Brands" - the brands that are 3 steps ahead.
- Salesforce shows why autonomous agents are the future of customer service (and no, it's not just bot with AI).
- And a bonus from Netflix with Tudum 2025: how to turn fans into strategy and affection into brand equity.
Go get smarter!
Real-time data is survival.
Last Tuesday (03/06), there was a Roundtable like the ones you can't pretend you're used to.
Sponsored by PicPay, the conversation brought together marketing leaders with an urgent question on the table: how is real-time behavioral data redefining modern marketing?
It was a meeting of active listening, frankness and very high-level exchanges, with a focus on repertoire, connections and real provocations.
The center of the discussion?
An increasingly strategic territory where technology, behavior and business intelligence intersect.
What stuck out the most?
- The realization that the pains are similar, even in different contexts
- The richness of the visions shared
- The intimate atmosphere, which allowed for in-depth and practical discussions
And, of course, behavioral data as the new marketing currency.
Among the strongest insights of the conversation:
- Real-time hyper-personalization isn't a deck promise, it's an applied practice, where the consumer's desire guides the experience.
- Structured and behavioral data are powerful weapons for more relevant and segmented campaigns.
- Having control of the direct relationship channel with the consumer is what allows for continuous learning and greater agility.
And there was self-criticism too:
Is there a lack of data? Sometimes. But there's a lack of strategic maturity to use it. Most still operate with a tactical mindset, not as a vector for growth.
The message was clear:
real-time data is not a luxury. It's the way to create relevance, agility and real connection.
Genius Brands: what the world's most advanced brands are doing differently
Gartner analyzed 1,243 brands from 12 sectors in the study "2025 Digital IQ Strategy Guide for CMOs", published in April 2025, and singled out 36 of them as true Genius Brands. The question is: what sets these brands apart from the rest?
They follow three essential and strategic movements:
1. long-term strategy with skilled people
While only 15% of CMOs have plans of more than three years, Genius Brands treat planning as an asset. They are twice as likely to hire experts in marketing strategy and are therefore 1.5x more likely to report high performance. Oh, and they are more than 3x as likely to be quoted positively by the press for their innovations.
2. (Intelligent) obsession with understanding the customer
Even though 58% of consumers say that brands don't understand their preferences, Genius Brands do the opposite. They invest in data, long-term vision for technology and team building. The result? An 18% lower turnover in CX technologies.
3. Experiences that change perceptions (and behavior)
Only 28% of consumers say they have experienced something remarkable with a brand. Genius Brands create experiences that double the chances of the customer paying more, recommending or returning.
The study is clear: real digital performance requires a vision of the future, analytical depth and creative courage.
Autonomous agents: the next leap in customer service
You may have seen robots talking to customers. But autonomous agents go further: they learn, make decisions on their own and improve over time. It's AI with initiative and that changes everything.
Unlike traditional bots, these agents use machine learning, NLP (Natural Language Processing) and real-time analysis to understand the customer, decide what to do and act. They personalize responses, anticipate problems and act on multiple channels (simultaneously). And the best part? They learn from each new interaction.
If your operation handles large volumes, integrating autonomous agents could mean:
- Proactive and personalized service, based on the customer's history and context.
- More agility and less cost, without losing quality.
- Real scalability, without overloading your team.
Salesforce is already on board. The Service Cloud, integrated with the Data Cloud, allows you to create autonomous experiences with deep personalization and unified data. With tools like Prompt Builder and Copilot Studio, you can adapt flows, responses and integrations - all without losing control of the journey.
What's next?
- Agents who anticipate behavior.
- Greater integration with technologies such as IoT and blockchain.
- Use cases that go beyond customer service: sales, marketing and operations also come into play.
The future of customer service is here and it programs itself.
Learn more about autonomous agents with Salesforce.
Tudum 2025: the event that turned fans into strategic assets for the Netflix brand
While most brands are still trying to understand how to retain attention in the feed, Netflix continues to play in another field: that of cultural imagery.
On May 31st, the streaming giant held another edition of Tudum, its global event for fans. It wasn't just a launch showcase, it was a practical lesson in community building and brand equity.
Tudum consolidates one of Netflix's greatest assets: belonging at scale. This is when the brand stops being a content platform and becomes a symbolic, emotional and collective space.
And the data doesn't lie:
- More than 78 million views of content associated with Tudum 2023.
- According to Parrot Analytics, 40% of a streaming platform's value comes from the emotional appeal of its exclusive productions, which Tudum masterfully amplifies.
- In Q1 2025, Netflix reported net income of $2.89 billion.
- In the last 3 years, it has placed more titles in the global Top 10 than all other streams combined.
What's behind this success?
Netflix's strategy shows that winning in the attention economy isn 't just about time, it's about affection.
Tudum is an emotional loyalty mechanism, anchored in three strategic movements:
- Community engagement: the event generates massive organic production from fans, who become spontaneous amplifiers of the brand;
- Cultural scarcity: exclusive content and anticipation reinforce a sense of urgency and belonging;
- Global scale with local relevance: the event speaks to different audiences around the world, but always maintains the feeling that it was made for each one.
More than an event, Tudum is a long-term branding tool that turns followers into protagonists and the audience into a community.
In a market saturated with productions, Netflix has found a differentiator: creating affective memory and belonging on a large scale.
And what does that say about the future of brands?
While many companies are chasing new algorithms, Netflix is building new meanings.
While some aim for reach, she cultivates bonds.
Tudum proves that strong brands don't sell products, they create emotional ecosystems where people want to belong.
At the next awareness meeting, it might be worth asking: Is your brand being remembered... or experienced?
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