Mauro Negrao

Profile & Talent

A seasoned professional and entrepreneur who has been translating data into strategies since 1978. 

A heavy user of actionable data to inspire new ideas and support realible decisions.

Uses a unique combination of hard and soft skills, like a solid grounding in data science practices combined with a talent for boiling complex ideas down to clear, practical choices for frontline data users (Data Translator).

Graphic arts and economics backgrounds. Right and left-brain: a data-driven mindset, mixing structured creativity with strategic data thinking.

Data Translator: thinking and creating with data since 1978.

More than 20 years of data-driven experience, always focused on the practical application of Business Intelligence, Marketing Research, Desk Research, and Data Analytics to support business strategies.

CEO and Founder of the company Data Wise developed data-driven projects based on algorithms and predictive models (Data Science) for major renowned clients such as Bradesco, Boticário, Michelin, Peugeot, Xerox, International Shopping, among others.

Pioneer in Business Intelligence (BI) provided during the 90s consulting services to Banco Nacional, Ultrafertil, Brasperola, among others, making specifications and helping to develop 'dashboards' with performance indicators (KPIs) based on the extraction of operational data on marketing processes, quality indicators, and financial results.

This background gives rise to a balance of analytical skills and strategic thinking to develop actionable insights from different sources of data - Data Translator

For two years, I led a team of BI at Accentiv'Mimetica (Edenred Group) working on customer segmentation projects based on cluster analysis, decision trees, and building KPIs on dashboards clients such as Visa Brazil, LG Electronics, Bovespa – The São Paulo Stock Exchange.

Marketing Background

Data Driven Product Management

An 20-year career in Brazil and abroad (Europe, USA, and Central America), acting as product/brand/marketing manager in companies such as R.J. Reynolds, S.C. Johnson Wax, Gillette, Beecham, and Souza Cruz / BAT, and others.

During this corporate experience, back in the 80s and 90s, I developed innovative marketing brand positioning, strategies and tactics, combining creativity with the interpretation of quantitative and qualitative market research results, which were essential for the success of several projects and memorable branding cases such as Grand Prix (car wax), Lucky Strike (cigarettes), and other. Please see the portfolio for more details.

More than 20 years of data-driven experience, always focused on the practical application of Business Intelligence, Marketing Research, Desk Research, and Data Analytics to support business strategies.

CEO and Founder of the company Data Wise developed data-driven projects based on algorithms and predictive models (Data Science) for major renowned clients such as Bradesco, Boticário, Michelin, Peugeot, Xerox, International Shopping, among others.

Pioneer in Business Intelligence (BI) provided during the 90s consulting services to Banco Nacional, Ultrafertil, Brasperola, among others, making specifications and helping to develop 'dashboards' with performance indicators (KPIs) based on the extraction of operational data on marketing processes, quality indicators, and financial results.

This background gives rise to a balance of analytical skills and strategic thinking to develop actionable insights from different sources of data - Data Translator
 

Graphic arts and economics backgrounds. Right and left-brain: a data-driven mindset, mixing structured creativity with strategic data thinking.