Head of the EuDesk Department at the Italian

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Technological innovation applied to the digitalisation of companies was the focus of the Grow Session organised by Alkemy and INNOCV under the title “Digital Growth Acceleration, keys to maximising value and return on investment”. An exclusive master class in which, together with executives from both companies, experts from Repsol, Telefónica, Santalucía, Evo Banco, Sanitas, the Italian Chamber of Commerce in Spain and Celonis presented the essential elements to accelerate digital transformation and offer an adequate response to the current needs of customers.

The day, which included various round tables, began with a welcome from Ruth Blanch , CEO of Alkemy Iberia, and a speech by Carlos Estrada , Head of Digital Marketing at Alkemy, who explained how consumer habits are changing and what are the axes that drive them. These include concerns about rising prices and the way our data is handled. Next, Verónica Revilla , Head of Digital Media, Technology indonesia number screening and Analytics at Telefónica Spain, Lucía Micó , Marketing Manager at Sanitas, and Luca Trovato , Chamber of Commerce in Spain, analysed how this new consumer influences their internal dynamics . They agreed that knowing consumers is essential to creating experiences that solve their problems and avoid friction points in both the digital and physical realms. To do this, we must work at two speeds: the speed required by digital customers and the speed required by users who demand a physical experience with a more human touch that helps them make decisions.

At the next panel, Félix Granados , RPA & Process Mining Platform Owner at Repsol, José Carlos Prieto , Transformation and Operational Excellence Manager at Santalucía, and Nieves López , Strategic Account Director at Celonis, discussed, alongside Ricardo Ferrero , Chief Business Officer at INNOCV , the keys to generating value in companies through process mining. To achieve this, it is essential to have the support of management and a clear vision of maximizing efficiency. Guiding companies towards operational improvement is one of the main pillars of an effective digital transformation that truly impacts cost savings, the generation of new sources of income, and improved user experience.

This was the idea that Julia Díaz , Head of Data Science at Repsol, and Javier González , Chief Innovation Officer at EVO Banco, discussed in depth at the third round table. Together with Diego Escalada , Chief Digital Officer at INNOCV, they analysed the challenges they face when trying to drive innovative processes and highlighted the importance of a "data culture" that permeates the entire organisation in order to be rigorous when making decisions, as well as the need to be very agile in order to adapt to new market trends, such as artificial intelligence.

The Grow Session was closed by INNOCV CEO, José Morales , after the intervention of Emérito Martínez , Chief Growth Officer at Alkemy, who gave a tour of how strategic marketing has evolved and insisted on the importance of technology to integrate the entire data ecosystem into the strategy of companies and thus respond to the hyper-personalization that users demand in the purchasing experience.