Andrea Iorio

Yes, we look at internal data from the past rather than external real-time data – which is much more indicative of changes in the market, customer, and technology – and we urgently need to reverse this logic.

In this lecture, where Andrea brings the cases of Blackberry and other companies that failed because they did not know how to accelerate their analytical culture, some pillars of implementation of a Data Culture are presented:

• Concept of Data Infoxication, and “paradox of choice”
• How to turn data into information, and information into insights
• Hierarchies of data
• Decision-making models

Using the case of Tinder, of which he was Director in Latin America for 5 years, and of other successful companies, he reveals how the platform reached the top of the App Store’s highest-grossing Apps in Brazil in 2017: that is, thanks to the theory of “Invisible Marketing”.

In other words, a new way to make marketing more organic, more spontaneous, more personalized, and ultimately faster and cheaper!

3 steps are the basis of the virtuous circle that he defines of “Invisible Marketing”:

• A more conversational and less transactional relationship

• Focus on selling an experience and not just a product or service

• Aspiration in order to obtain “brand love”

The truth is that we inherited from an analog world the belief that in the career we need to follow linear and specialized trajectories, and that in this way we will succeed. The problem is that faced with such an unpredictable and uncertain future of work, we need to change our way of thinking about careers.

In this talk, Andrea explores the future of the job market, presenting the careers that will be most transformed by the Digital Revolution, as well as pointing out the highest skills – for listeners to prepare for the Future of Work and for the Jobs of the Future.