MarTech: La fusión del marketing con la tecnología (Barcelona)

Ciclo Marketing Digital

MarTech: La fusión del marketing con la tecnología (Barcelona)

16/Jan/2020 from 19:00 a 20:30

Barcelona, IESE

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La evolución del marketing digital en los últimos años nos ha traído un nuevo término derivado de la integración de la tecnología con la función de marketing, el MarTech o Marketing Technology. La aparición de estas nuevas herramientas nos permite tener una visión 360º del cliente y disponer de un marketing mucho más efectivo por la posibilidad real de realizar mensajes personalizados a segmentos o, incluso, individuos específicos. Son muchas las herramientas que se disponen en el mercado, el último estudio habla de más de 7.000 compañías en el entorno de MarTech dando servicio. En esta sesión buscamos entender la importancia de esta nueva función y su impacto en las organizaciones de marketing actuales.

Ponente
Luis Ferrándiz, 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.