This year, IFEMA hosted the Hoy es Marketing event organised by ESIC , where, throughout the day, attendees were able to recharge their professional batteries with motivating presentations by business professionals, digital transformation specialists and ambassadors of the best technology.
Representatives from companies such as PS21, INFORMA, American Express, Steelcase, T2O and Zenith had the opportunity to present their vision on how to apply data to business decisions during the morning of this major marketing event.
The series of interventions has begun with Iván Díaz Giraldo , Commercial Director of the Individual Area of American Express , who has shared the company's strategy regarding data. "Data is the new oil and, furthermore, it is infinite," he begins.
«Data doesn't make customers fall in love»
The expert explains that, in the era of Big Data, American Express is investing in technologies that allow it to be competitive in the medium and long term in order to obtain unique data. For Díaz Giraldo, this is its great differential value compared to the competition.
Although he warns of a reality that can sometimes be blurred by so much information: “Data does not make customers fall in love.” The solution, he explains, will be to generate a community beyond simple marketing. In his case, “beyond a mere card transaction.” At American Express, they focus on the customer experience through, among other actions, their “Friends Program.” This is a program through which, if the customer makes a recommendation to a friend, they are rewarded with an experience (theater nights, gastronomy, shows).
" Getting the data right and taking care of the customer " is the formula that Díaz Giraldo proposes for the success of digital transformation.
Today is Marketing
Sergio García , from PS21 , offers a perspective on the world of agencies. The Strategy Director has explained how they went from being the advertising agency DOMMO to PS21. A change that occurred when they saw a changing market and despite the fact that the data placed them as one of the best agencies. “We had the resources and the energy to make that change at that time,” he explains. A transformation that included rethinking their business model beyond a simple rebranding.
To address the change, they first investigated the context , in which they analyzed how the consulting firms appeared in the main agency groups in the country.
“It’s not the data, it’s what you do with it”
The second step was to understand the reasons for this reality, assess them and make decisions. “To respond to these needs, we saw that creativity was more valuable than ever,” he says.
The third step was to draw up a plan and not just stick to theory. To do this, they launched 21 projects in which they involved the entire company to lead it to transformation. After 90 days of execution, they positioned themselves as providers of creativity not only in advertising, but in all business areas, including the boards of directors.
Sergio García insists that the process did not end there. As a fourth step, they decided to monitor each of the projects and measure their impact.
"It's not the data, it's what you do with it," he concludes.
Conrado Martínez , marketing director of Informa , a company that has been managing data for 25 years, has shared with the attendees of Hoy es Marketing the decalogue that explains the factors that will help extract the essence of the data:
– People. “Technology is not the most important thing, people are the most important thing,” he stresses.
– Global information, complete sources with which to create the information system.
– Data professionals
– The latest technology, to “put it at the service of people.”
– Constant evolution
– Intelligent information
– Regulatory compliance
– Ease of use
– Personalized advice
–
For his part, Juan Antonio Ortiz , head of Zenith in Madrid, uses the analogy between bolivia phone number data and oil to affirm that "what is important is not the data itself, but how we refine it."
“Today we don’t have consumers, we have super consumers ,” he says. These are people who manage a huge amount of data and who sometimes know more about the product than the salespeople themselves. “We all have access to the data,” he recalls.
"Before being data driven, we have to be consumer driven ," says Ortiz, a staunch advocate of putting the consumer before data.
Regarding how to organize data, he talks about the need to give it a strategic meaning , which will involve analyzing whether the data obtained serves the company's purpose.
Technology, data and team are the three keys for Zenith to successfully manage data. The objective they do not lose sight of is “to know and learn from the consumer.”
Óscar Alonso , CEO & cofounder of T2O, subscribes to the idea of placing the consumer at the centre of all strategies. He introduces a new concept: “companies have to be profit drive