Cassandra partners with Entropy - AI based solutions to Mexico

Lisa Bernardini (Assadakah News) - The collaboration aims to advance Mexico’s role in the global Marketing Science landscape by combining scalable AI technology with local scientific expertise. Cassandra.app, the AI-powered platform reshaping how brands optimize advertising investments, announces a strategic partnership with Entropy, one of Latin America's most known marketing science consultancies. The collaboration is designed to support Mexican brands in adopting scientifically robust, scalable, and accessible solutions for measuring and optimizing their media mix.

As measurement becomes a top priority for marketing leaders in Mexico, the need for tools that combine scientific accuracy, intuitive UX, and cost-effectiveness is more urgent than ever. This is why Cassandra partners with Entropy to help Mexican brands measure and optimize their investments scientifically.

Cassandra’s proprietary platform allows marketing teams to conduct advanced Marketing Mix Modeling (MMM) without the need for in-house data science expertise. The technology analyzes historical campaign data, identifies inefficiencies, and generates predictive simulations to guide smarter budget allocations. This scientific approach is now enhanced by Entropy’s deep expertise in marketing analytics and its proven track record with major brands in the region.

“We see Mexico as one of the most dynamic and forward-looking markets in the Americas,” said Gabriele Franco, Co-Founder of Cassandra.app. “By partnering with Entropy, we’re combining the best of both worlds: scalable AI-driven modeling and local marketing science expertise. Together, we want to enable brands to move from intuition-based decisions to data-driven strategies that generate real business value”.

Several well-known companies, including Petco and Office Depot, are already using the joint solution to optimize their advertising performance, improve incrementality measurement, and align media investments with business outcomes.

The partnership offers a complete ecosystem: Cassandra’s automated modeling engine for fast execution, and Entropy’s consulting capabilities for deep contextual insights and long-term strategy.

“​​We see Cassandra as the future of marketing measurement. Together, we’re empowering brands to finally answer critical questions like: “How much does the marketing department  - online and offline, Awareness and Performance - contribute to total sales?” or “Which investments (Radio, TV, CTV, DOOH) deliver the best ROI beyond traditional performance channels?” said Arturo Diaz, CEO and Founder of Entropy “Thanks to Cassandra’s technology and cutting-edge marketing science, what was once out of reach - due to high costs or limited awareness - is now accessible. We are proud to work together to shape the next generation of marketing measurement in Mexico”.

For both Cassandra and Entropy, this partnership reflects a shared vision of democratizing access to advanced analytics. With the complexity of today’s media landscape, brands can no longer rely on outdated metrics or black-box attribution. This collaboration aims to make Mexico one of the most sophisticated markets in the world when it comes to marketing measurement and decision-making.

This announcement follows Cassandra’s recent €2 million seed round, the completion of strategic integrations with Meta and Google’s Meridian platform, and its expansion into international markets. With more than €500 million in advertising investments analyzed annually, Cassandra continues to position itself as a key player in AI-powered media optimization. It's useful to add that Cassandra.app was founded in 2023 by Gabriele Franco and his team, specializing in optimizing advertising investments through artificial intelligence. The platform uses machine learning algorithms to improve media mix effectiveness, providing brands and marketers with advanced tools to maximize return on investment (ROI) in a data-driven, scientific manner. Thanks to its proprietary technology, Cassandra.app eliminates the reliance on outdated models like last-click attribution and third-party cookies, offering an innovative alternative based on AI-enhanced Marketing Mix Modeling and Incrementality Testing. The startup’s goal is to revolutionize how companies manage their advertising investments, providing transparent, effective, and scalable solutions globally.