About AWR
Better business intelligence starts with understanding people.
AWR was built around a simple observation: businesses often have more data than understanding.
Working closely with customers in retail, service, and other customer-facing environments showed us that the numbers alone rarely tell the full story. Customer behavior, employee interactions, operational processes, and management decisions all influence performance.
AWR brings those pieces together.
We combine data, technology, and direct understanding of how people interact with a business to help companies see their customers more clearly, improve the experience they provide, and make better decisions about where to act next.
Why AWR exists
The idea did not begin with AI. It began with people.
Working in customer-facing businesses gave us a close view of how relationships are built, how customers make decisions, why they stay, why they leave, and how much valuable information disappears between everyday interactions and management decisions.
At the same time, our backgrounds in data science, analytics, engineering, marketing, and technology showed us how much of that behavior could be measured.
The opportunity became clear:
“What if businesses could connect what their customers do, what their teams observe, and what their data reveals?”
That became the foundation for AWR Intelligence.
What people do
- Customer behavior
- Interactions
- Preferences
- Engagement
What the business knows
- Revenue
- Operations
- CRM
- Marketing
- Performance data
AWR Intelligence
- Better understanding
- Better service
- Better decisions
- Better performance
Our perspective
Intelligence is more than data.
Data can show that a customer stopped coming. It may not explain why.
A dashboard can show that a campaign underperformed. It may not tell you what should change.
AI can automate a workflow. It cannot determine whether the workflow should exist in the first place.
We believe meaningful intelligence comes from combining data, human behavior, operational context, and structured analysis.
Understand the person behind the data
Customers are not rows in a database. Behavior has context. Understanding that context helps businesses design better experiences, improve retention, and identify opportunities that numbers alone can miss.
Stay close to the operation
The way a business actually works is often different from how the process looks on paper. We learn from the people doing the work and the customers experiencing it.
Challenge the first explanation
We use evidence to test assumptions rather than simply confirming them. That is how we develop the variant view behind our recommendations.
Make intelligence actionable
Analysis only matters if it changes a decision, process, customer experience, or business outcome.
The people behind AWR
Different perspectives. One point of view.
AWR brings together different ways of seeing the same business problem — commercial, analytical, technical, and creative.
The vision
Rafael Rufato
Founder — Strategy & Business Intelligence
Rafael brings together customer-facing experience, finance, statistics, data science, and business development. His focus is understanding the commercial problem behind the numbers and translating that into opportunities for better decisions, stronger customer relationships, and measurable performance.
The strategist
Winder Pessoa
Founder — Governmental
Winder focuses on the governmental side of AWR: understanding how public-sector priorities and requirements shape the work, and where AWR can contribute.
The brains
Asafe Teixeira
Founder — AI Engineering & Data Science
Asafe focuses on the technical intelligence behind AWR’s solutions — data architecture, analytics, AI, automation, and the systems required to turn business information into usable capabilities.
The artisan
Anthony
Data Engineer & Analyst
Anthony works where raw information becomes reliable infrastructure. His focus is organizing, connecting, and transforming data so that analysis can be trusted and business systems can operate effectively.
The architect
Bernardo Alain
Marketing Strategist & Content Production
Bernardo brings the customer-facing and communication perspective to AWR. His work focuses on understanding audiences, translating strategy into market-facing execution, and connecting content and marketing activity to measurable performance.
How we think
Different disciplines. One point of view.
AWR was built by people who approach businesses from different angles.
- Data science helps us measure.
- Engineering helps us build.
- Marketing helps us understand attention and behavior.
- Customer-facing experience helps us understand people.
- Business analysis helps us connect those signals to economic outcomes.
AWR Intelligence
Better business decisions
Together, they allow us to look at a problem from more than one direction before deciding what should be done.
Performance is measurable.
But first, it has to be understood.