5 Keys to choosing your mathematical model today
This piece breaks down how companies like Coca-Cola and Netflix use neuroscience-based algorithms to optimize ROI—while we expose the common mistakes SMBs and multinationals keep making. Heads up: this isn’t theory. It’s the playbook you need to survive the digital ad jungle.
Make no mistake—whether you’re a tech startup, an auto dealer, or an ice cream shop—there’s no one path. You won’t achieve relevance (the #1 KPI today) with just digital ads, a TV spot, or an influencer.
The F1 Model to Win in Advertising
Just like Formula 1 teams, the winning brands of 2025 run on:
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Real-time data engines (sensors = AI).
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Agile pit stops (A/B testing every 72 hours).
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All-terrain tires (hybrid Relevance + Recency models).
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Miami isn’t the future—it’s the lab where the present is being built. Ready to stop watching from the stands and start owning the track?
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Above all, anchor in reality: events, shows, activations, multi-experiences—the “circus.” That means teams, signage, trucks, promoters. We live in the era of multi-experiences within a single ecosystem.
Frequency:
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Pros: Ideal for product launches.
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Cons: According to Meta, 43% of users block ads if they see them 7+ times per week.
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Miami example: Brickell condo campaigns use 4–6 exposures per month to avoid saturation.
Recency:
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Pros: Increases e-commerce conversions by 31% (Google, 2024).
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Cons: Requires investment in real-time tracking.
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LATAM example: Falabella uses 72-hour post-visit windows to recover abandoned carts.
Relevance:
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Disruptive twist: Combines AI + consumer psychology + real-world events.
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Key stat: Relevance-led campaigns deliver 2.3x higher CTR (Nielsen).
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Spain example: Iberia personalizes offers based on recent searches in Google Flights.
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It’s vital today to co-create every action and amplify it with real (phygital) events—expanding cultural activations across the widest possible mix of media and touchpoints.
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Secret tool: Use Google Analytics 4 + Power BI to measure “Decision Time” (a new KPI that predicts sales).
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Miami alert: 68% of local agencies still don’t use hybrid models (Relevance + Recency), according to a UM School of Communication report.
Why the old Frequency model underperforms in today’s saturated environment
For decades, media planning worshipped reach and frequency—maximize impressions, reinforce the message, build recall. In a hyperconnected world drowning in content, that’s not enough. Audiences are more selective, hyper-informed, and, above all, more demanding.
The Power of Data in the New Advertising
Mathematical Models—From Theory to Practice
Frequency:
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Historical origin: Rooted in Thomas Smith’s “Rule of 7” (1885), now obsolete.
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Common mistake: Repeating without context. Miami startup Seddi boosted sales 90% by capping frequency and layering geotargeting in Wynwood.
Recency:
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Applied neuroscience: The human brain processes recent stimuli 40% faster (MIT study, 2023).
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Success case: Bacardí Mexico drove +18% sales by targeting 24-hour post-bar visits using beacons.
Relevance:
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Key tech: Machine learning fed with urban mobility + social data.
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Spain example: Santander uses ATM withdrawal patterns to offer credit to users pulling €500+ in tourist zones.
Section 2: Expanded Note — How Miami and LATAM Are Rewriting the Rules
Comparative Analysis and ROI
Average ROI Table (2025):
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Frequency: Sales +12% | CPL $8.50 | Implementation 2 weeks
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Recency: Sales +27% | CPL $5.20 | Implementation 3 weeks
Relevance: Sales +49% | CPL $3.90 | Implementation 6 weeks
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Source: HubSpot + Salesforce, Q2 2025
Must-Have Tools:
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Snowflake: Combine CRM + weather + local Miami events (e.g., concerts at Doral Amphitheater).
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Brandwatch: Track social sentiment and adjust Relevance in real time.
“The future isn’t Frequency or Recency—it’s Right Time, Right Place.” — Philip Kotler, Marketing 6.0 (2024).
FAQs
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Why is Relevance killing Frequency?
Because the 2025 consumer has an 8-second attention span (shorter than a goldfish). Relevance uses AI to serve messages only when purchase intent spikes.
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How do I apply these models in LATAM on small budgets?
Use free tools: Google Trends + Meta Ads Library to forecast trends and model top-brand strategies.
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What’s the most common mistake in Miami campaigns?
81% prioritize English over Spanglish—yet 67% of purchase decisions are made in Spanish (Nielsen, 2025).
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Is Relevance viable for SMBs?
Yes. Example: Café La Carreta in Coral Gables uses WhatsApp Business + geofencing to trigger rainy-day discounts.
References/Credibility:
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Book: Marketing 6.0 by Philip Kotler (2024).
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MIT study on applied neuroscience (2023).
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UM School of Communication report on Miami trends (2025).
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Platforms: Snowflake, Meta Ads Library, Nielsen.
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