Mediar Solutions’ Chief Technology Officer, Andrea Betti Berutto, exemplifies the synergy of intelligence and extensive experience, steering the company into a future defined by AI-driven innovation. From his early days at the European Space Agency to his impactful tenure in Silicon Valley, Andrea has consistently pushed the boundaries of technology. His strategic vision and technical expertise have been instrumental in transforming Mediar into a leader in AI and data analytics for retail and CPG industries. In this exclusive Q&A, we learn more about Andrea’s remarkable journey, the cutting-edge technologies behind Mediar’s success, and his forward-looking perspectives on AI’s role in shaping the future of shopper behavior analysis.
Can you tell us about your background and what inspired you to pursue a career in technology?
I’ve always been captivated by physics, which naturally led me towards engineering. After graduating as an Electrical Engineer in Italy with a specialization in electromagnetism, I started my career at the European Space Agency‘s research labs in the Netherlands. This early exposure to semiconductor technology for high-speed applications became the cornerstone of my technical expertise. Over the years, I expanded my knowledge across various technologies and their operational aspects, working with integrated circuits, hardware systems, and software technologies. This multidisciplinary approach has shaped my career and guided my journey through the tech industry.
What was your journey like before joining Mediar Solutions?
My professional journey has been diverse and enriching. After my stint at the European Space Agency, I joined the space industry in Italy, where I worked on several advanced European space programs. These experiences deepened my technical knowledge and taught me the complexities of managing large-scale projects and coordinating international teams. Drawn to the fast-paced nature of commercial applications, I moved to Silicon Valley and joined Fujitsu Compound Semiconductor. There, I managed the development of ultra high-speed integrated circuits for telecommunications, radar, and space applications, which provided me with a unique blend of technical and cultural insights.
In 2000, I co-founded Iterra Communications, a startup focused on next-generation optical interconnect devices. Despite the challenges posed by the dotcom bubble burst in 2001, we persevered and developed state-of-the-art technology. By 2006, market conditions improved, allowing us to reorganize and refocus our business strategy, leading to significant growth and success as GigOptix and then GigPeak. Our strategic approach, including ten mergers and acquisitions, positioned us as a leading company, eventually leading to our acquisition by Integrated Device Technology Inc. in 2017. My subsequent role at GigCapital, conducting due diligence on numerous companies, further broadened my exposure to diverse technologies and business models.
What motivated you to join Mediar Solutions, and how did you come to be the COO?
While advising Mediar Solutions, I saw numerous similarities between their challenges and those I had encountered at Iterra and GigOptix. Mediar’s innovative AI-based solutions for the Retail and CPG industries, coupled with my background in statistical analysis and ML-based algorithms, made it a natural fit. My initial role as interim CTO evolved into the COO position as I became increasingly involved in addressing the company’s strategic, operational, and technological challenges. The potential of Mediar’s technology and the opportunity to work with a dedicated team further motivated me to take on this role.
Can you describe your role and responsibilities as the COO at Mediar Solutions?
As COO and initially interim CTO, my primary focus has been on establishing disciplined processes to ensure effective execution, quality assurance, and scalability. Strengthening our operational foundation is crucial as we prepare to scale our business. My responsibilities encompass overseeing the entire company value chain, ensuring seamless coordination between operations and R&D, and continuously enhancing our product offerings through innovation. By integrating operations and technological advancements, we aim to build a robust infrastructure that supports our growth and meets our customers’ evolving needs.
What accomplishments are you most proud of during your tenure at Mediar Solutions?
I’m particularly proud of the comprehensive coordination we have achieved across the company value chain. We’ve established disciplined internal processes for decision-making and execution, improved logistics management, and enhanced data management. Significant milestones include our partnership with Muffato, a major Brazilian retailer, and gaining traction with top CPG brands. Additionally, our expansion into new markets in Brazil and the USA presents exciting growth opportunities. Most importantly, I am proud of our team’s dedication and readiness to scale from a startup to a market leader, overcoming challenges with resilience and determination.
Can you explain the technology behind Mediar Solutions and how it stands out in the industry?
Mediar leverages a sophisticated blend of AI technologies and data management to perform detailed behavioral analysis. We extract shopper behavioral data using advanced computer vision models and algorithms while ensuring complete anonymity and GDPR compliance by utilizing the retailer’s existing security camera network. This data is then linked to actual sales and basket analysis, providing a comprehensive view of shopper behavior.
Our post-processing capabilities allow us to analyze shopper flow patterns, engagement with specific product categories, and the effectiveness of promotions. Using our extensive database, we employ advanced machine learning algorithms to extract insights, make predictions, and generate synthetic data for statistical corrections. Our proprietary data management systems ensure efficient and scalable data flow between our database and retailers.
Mediar’s ongoing advancements in AI, particularly in predictive analytics and data insight analysis using large language models (LLM) technology, are supported by a pending patent. This patent will enable us to handle much larger datasets, enhancing our analytical capabilities. With over a decade of experience working with retailers, we have amassed invaluable trade secrets that differentiate us from competitors, allowing us to provide tailored solutions that address unique industry challenges.
How do you see AI and predictive analytics evolving in the next few years, particularly in the context of shopper behavior analysis?
AI is set to transform shopper behavior analysis through several key advancements:
- Omnichannel Integration: Integrating data from various channels (online and offline) will provide a unified view of shopper behavior, creating more accurate predictive models. Mediar has recently filed a patent in this area, reflecting our commitment to innovation.
- Regenerative AI: This technology focuses on developing models capable of learning from past experiences, correcting mistakes, and adapting to changing environments. In the retail sector, regenerative AI will enhance our ability to respond dynamically to shopper behavior and market trends.
- Large Language Models (LLM): LLM technology will enable more effective and optimized communication by interpreting and conveying complex data in a more accessible manner. By enhancing content creation, it will improve decision-making and shopper satisfaction.
Mediar is actively investing in these areas to provide deeper insights and robust tools for our customers. These advancements will shape the future of shopper behavior analysis, allowing us to offer more precise and actionable insights.
What is your vision for the future of Mediar Solutions, and how do you plan to achieve it?
Our vision is to become the global leader in in-store retail trade and media marketing attribution, providing the most reliable, effective, and comprehensive shopper behavior lab platform in the industry. We base our approach on several fundamental principles:
- Customer-Centric Approach: By listening to our customers and understanding their needs and preferences, we ensure our solutions deliver maximum value. We aim to build strong relationships with our clients and continuously adapt our offerings to meet their evolving needs.
- Operational Excellence: Maintaining high-quality operations through solid business and financial practices helps us achieve efficiency, reliability, and scalability. We strive to implement best practices across all operational aspects, ensuring consistent and superior performance.
- Innovation: Continuous innovation is at the core of our strategy. We foster a culture of creativity and advancement in all aspects of our value chain, staying ahead of industry trends and providing cutting-edge solutions.
- Agility: By continuously monitoring our progress, we can quickly adapt to market demands, correct mistakes, and leverage our successes. This flexibility allows us to remain competitive and responsive to changing industry dynamics.
By adhering to these principles, we aim to strengthen our market position, drive sustainable growth, and deliver exceptional value to our customers. Our commitment to innovation, operational excellence, and customer satisfaction will guide us towards achieving our vision and solidifying our leadership in the industry.