Transformación Digital: la clave está en las Personas

Ciclo Marketing Digital

Transformación Digital: la clave está en las Personas

18/Jan/2018 from 19:30 a 20:45

Madrid, Camino del Cerro del Águila, 3

359 Alumni registered

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Para abordar con éxito un proceso de Transformación Digital en una compañía, independientemente de su sector de actividad, la clave se encuentra en poner el foco en las personas: clientes y empleados. Liderar un proceso de Transformación Digital, implica también liderar un proceso de Transformación Cultural que dé sentido. Lo uno no es viable sin lo otro. Y para ello es necesario empezar por explicar: ¿Por qué?, ¿Por qué es necesario Transformar Digital & Culturalmente la compañía?; generando el compromiso necesario en sus Líderes, pero también trabajando de abajo arriba con los equipos que están en contacto directo con el cliente. Hablaremos sobre “Cómo” llevar a cabo con éxito la Transformación Digital, cuáles son los factores fundamentales a tener en cuenta, sus fases, y todo ello desde un enfoque práctico y real.

Ponentes:
D. Miguel Zancajo, SVP Global Talent & Culture Lead for Digital Transformation, AccorHotels
Prof. Julián Villanueva, Dirección Comercial, IESE

 

Speakers

  • D. Miguel Zancajo

    SVP Global Talent & Culture Lead for Digital Transformation, AccorHotels

  • Julián-Villanueva-PA.jpg

    Co-Associate Director, Faculty (Learning Innovation and Madrid Campus ) / Head of Department, Marketing / Co-Director, Center for Innovation Marketing and Strategy (CIMS)

    Prof. Julian Villanueva is the Head of the Marketing Department at IESE Business School. He holds a Ph.D. in Management (Marketing) from UCLA, a MBA at IESE, and a B.A. in Economics (Universidad Complutense de Madrid). His research interests are in the area of Customer Equity. Specifically, developing models capable of measuring and managing the discounted sum of cash-flows of a company's pool of customers. <BR> <BR>He is also interested in digital marketing, retailing, salesforce management, and linking marketing spending to long-run performance. His research has been published in the <i>Journal of Marketing Research</i>, <i>Journal of Marketing</i> and <i>Quantitative Marketing and Economics</i>, among others. Prof. Villanueva is also the author of several books, and more than 30 case studies and technical notes. Two of his cases are in the Harvard Business School Premier Case Collection. He has also taught executives at CEIBS (China), Nile University (Egypt), INALDE (Colombia), IPADE (Mexico), IDE (Ecuador), PAD (Perú) and IEEM (Uruguay).<BR> <BR>He joined IESE in 1997 as an Instructor in the Marketing Department. Before doing his MBA he worked for Promodès (currently Carrefour) as a product manager in the private labels' department. He has consulted for several companies such as Telefónica, Grupo Santander, Bankinter, Caprabo, Eroski, Antonio Puig, Mastercard, Nestle, Nabisco. His consulting projects have varied from market research studies, marketing dashboards, customer segmentation, positioning recommendations, international expansion and general marketing strategy. He has also served as a board member of several firms.