Impacto en negocio de MarTech: aprendizajes de un ejemplo práctico

Ciclo Marketing Digital: La transformación digital y el nuevo cliente

Impacto en negocio de MarTech: aprendizajes de un ejemplo práctico

15/Apr/2021 from 19:00 a 19:50

Online, Zoom Webinar

267 Alumni registered

0 Alumni from your class

En los últimos años, la tendencia del Marketing Technology (fusión de la tecnología, datos y negocio aplicada al ámbito comercial) de la que ya hemos tenido alguna sesión teórica, ha ido cogiendo cada vez más fuerza.

En esta sesión tendremos invitados que nos ilustrarán con un caso práctico el impacto que una buena ejecución de esta disciplina puede lograr. Podremos preguntar a expertos en la materia y adentrarnos en los aprendizajes destilados de la implementación de esta nueva práctica.

Ponentes
Alberto Alonso, Socio Fundador, BMind 
Luis Ferrandiz, Lecturer de Dirección Comercial, IESE

 

 

Speakers

  • Lecturer of Marketing

    He graduated in Economics at the UAM (University of Madrid) and holds an MBA from IESE. His professional experience started as an internship at Bain & Co. but soon went on to Johnson Wax, FMCG market, where he worked in Sales and Marketing Departments. He has been involved with digital since early 2000 when he joined Yahoo! as Sales Director for Iberia and years later as Business Development Director at Telefónica in charge of launching at its subsidiary TPI (Yellow Pages) online and offline initiatives.

    In 2006 he launches his own digital initiative, a company called ADN which was specialized in digital strategy, digital assets development and digital analytics. In January 2015, ADN had more than 35 people, was a well-known brand in the Spanish market and was acquired by KPMG where Luis became the Partner responsible for Digital Services in Spain.

    In January 2017 Luis joined Mckinsey as Partner and is in charge of developing Digital Mckinsey for the Iberian Office. He has been Senior Digital Advisor for several multinational companies, such as: UNICEF, NH Hotel Group and Interflora; and is evaluator and mentor at IMPACT and Endeavor, two of the largest digital European accelerators.