Session Framework And Goals


> Master the impact of analytics in the new digital business
> Optimise decision-making based on data business intelligence
> Generate an "AI / data-centric" company culture
> Use data to improve to ROI and business agility


Featured Game Changers








Kickoff >

9:20 - 09:35

Embedding artificial intelligence in your company culture

Is it a question of technology stack, mindset and/or resources? Something that will develop naturally? Or the final battle at which the transition to the company of the 21st century is fought?


  • Carmen Reina, Head of Data Culture, Orange


Challenge I

09:35 - 10:35

Data Activation, AI and Omnichannel

Is my data activation strategy driving business improvement and efficiency? How far - or how close - am I from hyper-personalisation and AI-Powered omnichannel marketing?

Insight Officer

  • José Antonio Martínez, CEO, Making Science

Game Changers

  • Ignacio Salas, IT Innovation Leader - Iberia, Endesa

  • Ana Ortin, CIO, Mahou San Miguel

  • Paula de Corral, Omnichannel Business Director, Caser Seguros

  • Rafael Gil Horrillo, Digital Transformation Technical Officer, MOBILITY ADO

  • Alejandro Exposito, Head of IT, Merck Group


Challenge II


Business Models and Advanced Analytics

Re-designing business models from scratch or designing a data strategy that capitalises on assets and legacy processes? Is there a “one-size fits all” solution? To what extent does going one way or another affect the value proposition?

Insight Officer

  • Agustin Pozo, Digital Transformation Global Lead, Nokia

Game Changers

  • Unai Obieta Jimenez, CTO / CDO, Ferrovial Servicios

  • Luis Miguel del Saz, Head of Digital Transformation Ordering & Logistics, Airbus

  • Oton Gomez, SVP E-commerce & Marketing Services, NH Hotel Group


> Score


Wrap Up: What, How and What?

The Roadmap. Where are we today? What type of organisation do we want to be in 3 years regarding data-based decision making? What metrics can we use to measure our progress?

Insight Officer

  • Sergio Ortiz Tamarit, Desarrollo de Negocio, Prodware Spain

Final conclusions and considerations focused on identifying results and action points. Everyone participates!


The Experience



Contributers To The Ecosystem Include

Dia Group - Tetra pak - caser seguros - pernod ricard - ibm - merck group - Heineken – Santander – Renfe - Havas Group – Airbus – Carrefour - 3M – GE – ArcelorMittal - Cantabria Labs – CEPSA – CLH – Decathelon – Ferrovial – Gestamp - IE University – ING - Lease Plan - Liberty Seguros - Cinco Días - Red Electrica de España - Grupo Segura - Grupo Eulen - Calidad Pascual – Telepizza – Orange - El Mundo - Universidad Complutense de Madrid – Praxair – Prosegur – Sanitas - Gas Natural Fenosa - Gonvarri Steel Services - Accor Hoteles – Bankia - Grupo Confectionary Holding – Expansión – Ogilvy – UAX – Viesgo – Bankinter - American British Tobacco – Indra - Japan Tobacco International – Liberbank – Mahou – Velilla - Altura Markets - Quirón Prevención - REN Redes Energéticas Nacionais (portugal) - ALD Automotive – BBVA - Sacyr - Unión de Créditos Inmobiliarios – Codere – Generali – AEERC – Naturgy - Hotel Beds Group - Universidad Francisco de Victoria - Portuguese Blockchain Alliance- Alphabet - Mondelēz International - Unidad Editorial - NH Hoteles – Tragsa - Grupo Tolsa - Univerdad Europea de Madrid - Universidad Complutense de Madrid - Neck & Neck - BMI Group - Grupo Prisa - Endesa - Vodafone - Cofares


Who Should Attend?






Teatro de la ABADÍA


Recommended Reading



Challenge Partners



Supporting Founding Members