Marketing teams, under increasing pressure to deliver measurable results, often cut investments that are difficult to measure or whose outcomes lack a clear connection to business impact. This leads to branding efforts being excluded from planning. Purple Metrics was founded in 2021 to address this challenge. Our ambition is to bring more science to marketing and position branding as a strategic asset within companies.
Purple started as a branding metrics software based on consumer research, serving beloved brands like Daki, Cora, Mercado Bitcoin, Pampili, Sem Parar, and others. Consumers of these brands would respond to a survey, and Purple provided recurring metrics on brand perception.
In 2023, we received a pre-seed investment of $1.2 million led by Astella. Additionally, we were selected for the Scale-Up Endeavor program and listed among the 100 Startups to Watch by Pequenas Empresas Grandes Negócios magazine, Época Negócios, EloGroup, and Innovc.
Through market interactions, we started to uncover signs that marketing managers needed something that connected branding to business results—an output different from what the survey product was delivering.
To address this pain point, we developed a new product that incorporates proprietary statistical modeling and delivers insights on the financial impact of branding using data science. We created a product with attribution, analytics, and budget planning capabilities.
We had to make a tough decision on where to focus, as we're an early-stage startup with a lean team, and we wouldn't be able to build (and maintain) two products with excellence. So, we stopped selling and developing the survey product to focus on the data science product.
What is Purple Metrics like today?
Purple Metrics has become a data science software for branding. The software acts as a co-pilot for marketing managers, attributing each action to its business outcome, showing how and for how long branding efforts impact conversions, providing data for branding planning, and supporting budget reallocation in order to maximize conversions.
The product is in the Closed Beta phase, with five brands currently using the software. These clients are helping us test and improve the product before its market launch. A big thank you to all of these partners!
Until the product launch, which still doesn't have a set date, we have a wishlist on our website.
By signing up, you'll receive a newsletter with insights and updates on the product development and be considered for participation in the Closed Beta.
What does your brand need to be a beta tester for Purple Metrics?
We’ve created a checklist to help determine if the brand you represent is a good fit to be a beta tester for Purple Metrics:
( ) Not an agency. It may seem inconvenient, but at the moment, we are prioritizing brands for their agility in testing, iterating, and providing feedback.
( ) Excited to see a product that is still in development.
( ) Enjoys reviewing screens and giving feedback on things still in production, like viewing screens in Figma.
( ) Understands that the product may (and likely will) be modified during the process.
( ) Has a history of at least 1 year of various marketing efforts data.
( ) Understands that we are building a product for the market and does not expect something customized.
( ) Struggles with attributing branding actions to results.
( ) Understands that this new product is no longer about brand research but is a data science software for branding.
If you checked all the items, join the wishlist—we want you to use the product.
If you don’t meet all the requirements, that’s okay—keep following us, as the launch will be happening soon.
Our social media and blog are updated daily with content on marketing, branding, data, and metrics. Bi-weekly, on Tuesdays at 11 AM, we have Purple Pills, a webinar featuring relevant topics for those leading marketing, branding, and growth teams.
