Apologies, but we liked Brazil so much we stayed (virtually, of course). In this Mobile Heroes Uncensored, we chat with Guilherme Braz, Acquisition Senior Director at Mercado Libre, an e-commerce and fintech leader in Latin America. While he’s got great experience in mobile -- having worked at Wildlife Studios previously -- in another life he was a Bain consultant. And Gui, as he likes to be called, brings the kind of intellectual rigor you might expect from Bain to his marketing. We discuss Brazil, mobile marketing today, incrementality and media mix modeling, App Tracking Transparency, and so … much … more! Timestamps 0:00 Guilherme Braz, acquisition at Mercado Libre 7:15 Start with the problem 9:50 Brazil and super apps 13:15 Re-engagement in mobile apps 14:45 Incrementality 19:45 Attribution and incrementality 26:00 Least censored opinion about mobile marketing