Esade Alumni is pleased to invite you to “Marketing intelligence: crucial factors for achieving a competitive edge and accelerating businesses in the data era”, a talk in the refresher programme series by Borja Martín, academic assistant in the ESADE marketing department.
Customers are no longer passive players. They are staking out a place of their own in the relationship they enter into with the brands and companies of their choice. In this respect, an understanding of their needs, expectations and behaviour can offer valuable insights that can help create better experiences, products and services.
In this respect, it is essential to know how to position consumers at the heart of corporate decision-taking, how to use data, and finally, how to convert them into decisions leading to acceleration and greater competitiveness. This talk will address the key factors in marketing intelligence strategies, the technologies for developing them, data analysis, visualisation and design thinking.
*Recommended reading prior to talk: 7 elementos claves sobre insights, tecnología y estrategia de marketing data.
Head of Data Strategy & Insights at Bismart, a tech-based business consultancy. In the course of his career, Borja has held a series of management posts in different sales research companies and marketing consultancies working for more than one hundred customers including: Banco Santander, Iberostar, Unilever, Endesa, Grupo Planeta, Hewlett Packard, Médicos sin Fronteras and Teka. He is also writes articles and books about marketing intelligence and consumer behaviour. Academic assistant in the ESADE marketing department since 2005.
See you there!
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