El MarTech, la nueva gestión comercial de cliente (Pamplona)

Agrupación Territorial Navarra-País Vasco-La Rioja

El MarTech, la nueva gestión comercial de cliente (Pamplona)

18/Jan/2022 from 19:00 a 20:30

Pamplona, Pamplona, Salón de Actos, Edificio de Ciencias (Hexágono) - UNAV

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Registro: envíá un email a María Alfaro (malfaro@iese.edu)

 

Martech (abreviatura de Marketing Technology) es un término que se utiliza para referirse al conjunto de herramientas de software y otros activos tecnológicos que las organizaciones utilizan para optimizar la planificación, implementación y medición de las campañas de marketing, así como para administrar de manera eficiente a sus clientes.

La importancia del tiempo real en los recorridos de consumo de los clientes ha aumentado debido a la disponibilidad masiva de datos. En consecuencia, las expectativas de los consumidores han aumentado. Esto, combinado con la explosión de datos, hace que la función comercial sea cada vez más compleja. En consecuencia, los departamentos comerciales adoptan herramientas y estrategias para hacer frente a esta complejidad.

En esta sesión profundizaremos en los pilares que han de entenderse para poder adentrarnos con ciertas garantías en este nuevo entorno digital.

Ponente
Prof. Luis Ferrándiz, Dirección Comercial, IESE Business School

Speakers

  • Luis-Ferrándiz-PA.jpg

    Professor of the Practice of Management of Marketing

    Luis Ferrándiz has a degree in Economics and Business Administration from the UAM and is MBA from IESE (1998).

    He has been linked to the internet industry and digital business for over 20 years. Focused on transformation, creation and implementation of digital strategies, he has developed his professional career having advised large organizations from a wide variety of industries both at national and international level.

    His professional experience started as an intern at Bain & Co. but soon went on to SC Johnson Wax, FMCG market, where he worked in Sales and Marketing Departments. In 2000, at the edge of digital revolution, he joins Yahoo! to lead the company´s Commercial department in Spain. After living the first boost of .com era, Luis enters Telefónica Publicidad e Información (Yellow Pages) as Business Development Director in charge of launching online-offline initiatives. In 2006 he launched his own digital project, a company called ADN which becomes a reference in Spanish market specialized in digital transformation, digital marketing and digital innovation. In January 2015, ADN is acquired by KPMG, where Luis led the integration and creation of Digital Services unit. In 2017, he joins McKinsey & Co. in charge of Digital McKinsey in Spain and Portugal. At McKinsey he developed and built the digital unit and led and took part on several Digital Transformation programs in Spain, Portugal, Argentina and Peru for large multinationals from a variety of industries: Banking, Insurance, Retail, Fashion, Travel, Infrastructure, Utilities and FMCG. His expertise focuses on levers like Digital Strategy, Agile @Scale Organizations, Digital Marketing and Sales or Innovation initiatives.

    In the academic field, Luis is a professor at IESE Business School and is author of several white papers and articles related to Digital Transformation and Digital Marketing and Sales.

    Following his entrepreneurial path, Luis is president at BMind-Jakala, leading company in the digital marketing and sales area, as well as Senior Advisor for several multinational companies and mentor at Endeavor (one of the largest digital accelerators).