Your conversion data is inaccurate
GA4 says one thing, CRM says another, and finance does not match either. You are making budget decisions with data that does not reflect what is really happening.
Ex-AB InBev / Ze DeliveryEx-InstaCarroUSP MBA
Half of your media budget is in the wrong channel.
You just do not know which half yet.
I use Marketing Mix Modeling and statistical analysis to show where each dollar of your media budget actually drives outcomes. No last-click. No guesswork.
30 min · Google Meet
0+
years in growth
BRL 0M+
media/month managed
-0%
CAC in LATAM project
0
countries operated
mmm_budget_optimizer.py
Current allocation (last-click)
Meta Ads
42%
↓14%
Google Ads
30%
↑5%
TikTok
18%
↓10%
Programática
7%
↑8%
Orgânico (halo)
3%
↑11%
+18% efficiency with the same budget ->
What is slowing your growth down
You do not know which channels truly work
You allocate budget across Meta, Google, and TikTok based on last-click or intuition. Channels that truly convert are underfunded while weak channels keep receiving budget.
Growth slowed down and you do not know why
CAC is rising, payback is getting worse, and tests are not compounding learning. Without a structured growth framework, each cycle starts from zero.
SERVICESCore offer
Diagnosis, strategy, and execution
Services organized by your journey: understand the problem, solve it with rigor, and sustain outcomes.
UNDERSTAND THE PROBLEM
Diagnostic services for teams that know something is off but are not sure exactly where.
Entry point
Performance & Attribution Audit
Comprehensive analysis of why paid media performance is not scaling. We audit tracking, attribution, funnel, and unit economics to identify where budget is leaking.
- ◆GA4 + GTM + Meta Pixel + BigQuery audit
- ◆Unit economics analysis (CAC, LTV, payback)
- ◆Failure map report with remediation plan
For teams that know something is off but are not sure exactly what
2-3 weeks
Talk about auditEnablement
MMM Workshop for Teams
A focused 4-8h session for marketing and data teams who want to understand Marketing Mix Modeling before implementation. Your team leaves ready to evaluate fit and project scope.
- ◆4-8h session (remote or on-site)
- ◆Training material + anonymized real cases
- ◆MMM readiness assessment template
For teams that want MMM clarity before investing in implementation
1 day
Talk about workshopSOLVE THE PROBLEM
Implementation projects for teams that understand the challenge and need a rigorous solution.
Core offer
Marketing Mix Modeling
Full statistical model (PyMC-Marketing) built on your historical data. Measures true incremental impact per channel without cookies or last-click dependence.
- ◆MMM model with weekly data (2+ years)
- ◆Adstock, saturation, and response curves by channel
- ◆Results dashboard + reallocation recommendations
For teams managing BRL 100K+/month that need defensible budget decisions
4-6 weeks
Talk about MMMOptimization
Paid Media Strategy
Strategic channel allocation across Meta, Google, TikTok, and Programmatic. Not account operations - strategic layer only: mix design, creative testing framework, and campaign architecture.
- ◆Channel mix and campaign structure diagnosis
- ◆Creative testing framework (hypothesis -> execution -> learning)
- ◆Allocation plan with scenarios and projected ROI
For teams spending BRL 100K+/month and unsure about their channel mix
3-4 weeks
Talk about paid media strategyStrategy
Growth Strategy & Experimentation
Build a complete growth strategy across funnel, channel prioritization, experimentation framework, CRO, lifecycle, and financial projections.
- ◆Full funnel analysis (CAC, LTV, payback, cohorts)
- ◆Experimentation framework with ICE/RICE prioritization
- ◆90-day growth roadmap with goals and OKRs
For companies in a growth inflection point or restructuring growth operations
3-5 weeks
Talk about growth strategyKEEP IT SOLVED
Ongoing support for teams that want senior strategic guidance for day-to-day decisions.
Ongoing
Growth Advisory
Recurring strategic support: performance reviews, budget decision support, model recalibration, and mentoring for your internal team.
- ◆4 monthly sessions (strategy + performance analysis)
- ◆Monthly MMM recalibration (when applicable)
- ◆Async support for budget and channel decisions
For teams with execution capacity that need ongoing strategic seniority
3-month minimum
Talk about advisoryPROCESS
From diagnosis to outcomes
A structured ~8 week process that turns broken data into rigorous budget decisions.
Typical flow for a Marketing Mix Modeling project. Other services have specific timelines - we align in the meeting.
Timeline do projeto
~8 weeks + ongoing
2sem
4sem
1sem
1sem
01
02
03
04
Schedule a meeting
30 minutes to understand your context and evaluate next steps.
Real outcomes
Vehicle Marketplace
B2C/B2B Marketplace · Sao Paulo
GA4 reported 90% of conversions in under 4 minutes, impossible for a high-ticket product with a multi-week buying cycle. The team was o...
Complete GTM audit, duplicate event cleanup and attribution funnel rebuild. MMM model developed with 4 years of weekly data across 6 ch...
Budget reallocation delivered a 10-20% efficiency gain with the same investment.
Managed budget
BRL 500K/month
Channels analyzed
6 channels
Historical data
4+ years
Projected ROI
+10-20%
D2C Delivery Platform
Super App · Brazil + Mexico
Fast expansion in two countries with BRL 1M+/month budget, rising CAC and low confidence in which channels were driving net-new acquisi...
Implemented a multi-touch attribution framework, cross-channel creative strategy and activation funnel optimization.
50% CAC reduction over 2 years while preserving growth volume.
Managed budget
BRL 1M+/month
CAC reduction
-50%
Period
2 years
Markets
Brazil + Mexico
Online Donation Platform
Social Fintech · Brazil
Marketing operations were unstructured, without clear ROI metrics, and decisions were feeling-based. The team was overloaded and lacked...
Implemented agile marketing routines, OKRs, experimentation frameworks and performance dashboards.
80% revenue growth with a more sustainable operating model.
Revenue growth
+80%
Methodology
Agile Marketing
Team structure
✓
About
Rafael Kopko
Growth Marketing Consultant
Over 10 years building growth for startups across Latin America. I have managed BRL 1M+/month in paid media, reduced CAC by 50%, scaled operations in Brazil and Mexico, and learned that most performance issues are not creative or audience problems. They are data and attribution problems. Today I help CMOs and Heads of Growth understand where budget truly drives outcomes using Marketing Mix Modeling and rigorous statistical analysis. No guesswork, no last-click, no misleading dashboards.
MBA in Marketing Management · USP
Marketing Mix Modeling specialist (PyMC-Marketing)
Python and SQL for marketing analytics and automation
Experience across Brazil, Mexico, Chile and Spain
InstaCarro
Growth Marketing Manager
AB InBev / Ze Delivery
Growth Manager
Bluma
Growth Manager
Vakinha
Growth Manager
10+
years in growth marketing
BRL 1M+
managed media budget/month
-50%
CAC reduction in LATAM project
4
countries operated
Let us evaluate whether working together makes sense
Share your context and I will reply within 24h with an assessment and next steps.