What Ilumeo does

Ilumeo is a Brazil-based, privately held marketing effectiveness consultancy founded in 2011 by USP researchers Diego Senise and Otávio Freire. The company builds a proprietary marketing data science platform anchored by four branded products: Delfos (continuous brand tracking integrated with Marketing Mix Modeling), Persona (celebrity endorsement analysis covering 2,000+ personalities with 13 years of historical data), Kosmos (trend prediction and prioritization framework), and Hidden Insights (LGPD-compliant AI/ML monitoring of WhatsApp and TikTok dark social conversations). These are complemented by project-based consulting in data strategy, AI transformation, and data science engineering, delivered through the Y+5 open-innovation unit. The firm sells primarily via direct enterprise sales to CMOs and marketing leaders at large Brazilian corporations, supported by proprietary research, academic thought leadership from its USP-tied founders, and a newly created strategic partnerships function. Named enterprise customers span banking (XP, Itaú, C6, Safra, Banco Pan), insurance (Porto Seguro, Youse, Pier), retail and e-commerce (Americanas, MadeiraMadeira, Mercado Livre, Nuvemshop), consumer goods (Unilever, Nestlé, L'Oréal, Ambev, Coca-Cola, Seara), technology (TOTVS, SKY, Telecine, Hypera Pharma), and others, with more than 700 projects and 900+ monitored brands over its operating history. Ilumeo monetizes through a hybrid of annual Delfos subscriptions, multi-year custom consulting engagements, and hybrid data-asset-plus-study contracts for Persona, with no external institutional funding disclosed and ownership concentrated with the co-founder partners.

Name

Ilumeo

Legal name

Ilumeo Assessoria em Marketing e Comunicação Ltda

Website

https://ilumeo.com.br

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Brazil-based marketing effectiveness consultancy selling proprietary brand-tracking (Delfos), celebrity-endorsement (Persona), trend-prediction (Kosmos), and dark-social monitoring (Hidden Insights) products to enterprise CMOs. Founded in 2011 by USP PhDs.

Ownership category

akta.pro rank

Product category

Marketing Analytics Software

NAICS

Marketing Consulting Services (541613), Marketing Research and Public Opinion Polling (541910), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Management Consulting Services (8742), Services-Advertising (7310)

akta.pro primary industry

Performance Analytics, Attribution & Measurement (MMM/MTA) (BPAFACAJ)

akta.pro secondary industries

Marketing Analytics & Measurement Strategy (Attribution, MMM, KPIs) (MPAAAFAH), Market Research & Consumer Insights (BPAHALAA), Brand Consulting, Audits & Research (Brand Health, Equity, Competitive) (BPAFAEAJ)

Keywords

• Marketing effectiveness consulting
• Brand tracking analytics
• Marketing mix modeling
• Celebrity endorsement analysis
• Consumer behavior research

Headquarters

HQ city

Barueri

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Delfos Platform Subscription: SaaS platform for brand tracking and management with continuous data collection, weekly/monthly updates, benchmark access, and specialist insights. Subscription-based with flexible data collection schedules.
2. Persona – Celebrity Endorsement Studies: Customized studies and data asset access for celebrity/influencer impact analysis. Two contracting models: data asset access with on-demand searches, or customized consultative studies for specific challenges.
3. Consulting and Custom Solutions: Custom data and technology consulting engagements covering strategy, execution, and open innovation. Services include data strategy, ML/AI implementation, data engineering, analytics, and data platforms.
4. Event and Sponsorship ROI Studies: Custom research measuring sponsorship and event ROI including brand impact, business metrics, and consumer behavior across shows, festivals, sports teams, TV broadcasts, films, cultural projects, and large events.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels7 records

Core offering

Ilumeo sells proprietary marketing effectiveness platforms (Delfos, Persona, Kosmos, Hidden Insights) and custom data/technology consulting services that help large enterprises measure brand ROI, optimize marketing budget allocation, predict trends, and evaluate celebrity endorsement impact. The offerings combine SaaS subscription products with tailored consulting engagements grounded in scientific methodology developed at the University of São Paulo.

Product overview

Ilumeo is a Marketing Effectiveness consultancy offering a suite of proprietary products and consulting services. Its core platform includes Delfos (brand tracking + MMM), Persona (celebrity endorsement analysis), Kosmos (trend prediction), and Hidden Insights (dark social monitoring), supported by MMM methodology and Sponsorship ROI services. The company also provides AI Consulting, Data Strategy Consulting, and Data Science & Engineering services for custom implementations. The entire portfolio is grounded in scientific methodology developed by academic researchers from the University of São Paulo (USP), with over 800 projects delivered since founding.

Differentiator

Problem solved

Functional benefit

Brands

• Delfos: Brand tracking and management suite with focus on brand funnel, brand equity, and business KPIs integration with Marketing Mix Modeling
• Kosmos
• Persona
• Hidden Insights
• Y+5

Products and services

• Delfos Brand tracking and management suite providing continuous brand performance monitoring, brand equity metrics, and integrated Marketing Mix Modeling (MMM) for data-driven investment decisions across online and offline channels.
• Persona Celebrity endorsement analysis platform that evaluates celebrity image attributes, awareness, brand associations, political alignment, sustainability flags, image risk, and potential business impact to support data-driven endorsement decisions.
• Kosmos Trend prediction and prioritization framework using scientific methodologies to estimate which emerging trends are most likely to impact a business, supporting data-driven innovation investment decisions.
• Hidden Insights Dark social monitoring platform using AI and NLP to analyze WhatsApp and TikTok conversations in compliance with LGPD, identifying brand risks, fake news, and consumer insights not captured by traditional social listening.
• Marketing Mix Modeling (MMM) Statistical analysis methodology that quantifies the impact of each marketing effort on business results, enabling budget optimization and media investment reallocation across online and offline channels.
• Sponsorship & Events ROI Integrated methodology for measuring return on investment from sponsorships and events across multiple dimensions including brand equity, cognitive metrics, sales, and business outcomes.
• AI Consulting Customized AI Transformation consulting engagements for clients, including AI strategy, implementation, generative AI products, and Open Innovation initiatives through the Y+5 unit.
• Data Strategy Consulting Structured data strategy engagements connecting business objectives to data products including BI, advanced analytics, machine learning, and AI implementations.
• Data Science & Engineering Implementation services for ML models, ML Ops, NLP, computer vision, data pipelines, data lakes, data warehouses, and AI product development for client organizations.
• Research Studies & E-books Proprietary research studies and e-books covering branding, ROI of marketing, innovation & technology, case studies, and methodology guides across multiple industry categories.

Quantifiable outcome

• 70% of brand equity explained by Quality and Identification dimensions
• +12 more outcomes

Named customers36 records

Segments3 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability10 records

Feature6 records

Partnerships

Five partnerships are on record, tiered minor.

• EcomunicaminorStrategic or Co-development Partner · 1 May 2026Joint research partnership for the Mapa do Consumo Sustentável 2026 study. Ecomunica contributed sector expertise in sustainability communication for the consumer behavior research.
• WeledaminorStrategic or Co-development Partner · 1 May 2026Sponsor and co-researcher for Mapa do Consumo Sustentável 2026 study. Partnership for data collection and dissemination of sustainability consumer insights.
• AdobeminorStrategic or Co-development PartnerCo-authorship of e-book on Data Science and Marketing Mix Modeling with Adobe and MIT Sloan Management Review. Content partnership for thought leadership on MMM methodology.
• MIT Sloan Management ReviewminorStrategic or Co-development PartnerCo-authorship of e-book on Data Science and Marketing Mix Modeling with Adobe and Ilumeo. Content partnership for thought leadership on marketing optimization using data science.
• Fruto AgrointeligênciaminorStrategic or Co-development PartnerResearch partnership for studying consumer behavior of flowers, fruits, vegetables in 2025. Combined Ilumeo's research methodology with Fruto's agricultural sector expertise.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Market position

Strengths5 records

Weaknesses3 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/ilumeo-consultoria
• Facebookfacebook.com/ilumeo

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ilumeo