In his opinion, digital transformation means little, if companies don’t develop a plan to use data skillfully. María Fernanda González from the Moca consultancy adds that brands should concentrate more on understanding the customer than on technologies.
RocaSalvatella has offices in Barcelona, Madrid and Bogotá, Colombia and works with a long list of well-known companies, such as Roche, Bacardi, Mango, Desigual, Audi, ABB, Nissan, Telefónica – just to mention a few.
Talking to ISPO.com at ISPO ACADEMY, Roca laid out his major thesis: collecting data on the consumers is not an end in itself. “Big Data”, he believes is just a term, when it comes to learning more about consumers. Before starting, it is important to define a clear strategy about which information a company actually needs. Otherwise, big data can become a big problem.
Roca warns that customers have become increasingly sensitive when it comes to the transfer of personal data. This ethical issue is even more critical if companies collect data which are turns out to be useless. Roca shared his thoughts on the challenges of collecting data:
You can read more about Genís Roca and his approach here.
María Fernanda González, CEO of Spanish IT consultancy firm Moca presented her thoughts at ISPO ACADEMY, stating that the challenges have less to do with the technical side of digital transformation, and more to do with that old problem – understanding the customer properly.
In an interview with ISPO.com, she stresses that technical feasibility is not the critical aspect when it comes to skillful communication with consumers. She explains how to use the latest technologies in order to apply them to the customer’s needs. Here, González feels that brands still have a fair bit of homework to do.
A short clip on the Moca approach as outlined by María Fernanda González is available here.