Neuromarketing and Big Data – Fernando Álvarez Díaz de Ceiro

Fernando has two passions, neuromarketing and Big Data. Although his first studies were the law degree, before finishing it he already knew that his real interest was the sales sector and from there, ending working in marketing was inevitable.

However, Fernando did not stay at this point, he went a step further in his attempt to understand how customers make purchasing decisions and became interested in neuromarketing. The fruit of his inquiries is his book “La música del marketing”, where he analyzes the emotional power that the senses awake in the customers.

The interest of our interviewee for the audience does not stop there and extends to his professional work. In his company, Network Outsight, Fernando applies sociology to Big Data to interpret and understand massive data and help his clients to grow and innovate in their business.

You have a law degree, how did you end up in the marketing world? And in neuromarketing?

I had already voluntarily chosen to be a salesperson before finishing Law and from there I was trained in Marketing related to sales. From this continuous training arose the discovery of neuromarketing, which hooked me from the first moment.

Later, and as a result of my research around neuromarketing, I was fortunate to personally meet Professor Néstor Braidot, a true global neuromarketing guru. He wrote the first chapter of my book. This helped me to increase my knowledge of this exciting science.

I was also able to get up close and personal with the work done by Neurologyca and its director, Juan Graña, one of the best Spanish professionals of neuromarketing.


What is neuromarketing for you? On what pillars is it supported?

The prism of neuromarketing radically transforms the way of seeing things and above all of seeing the client.

Once your mind thinks using neuromarketing and you start to always consider how the client makes decisions, everything changes. Nothing is more important in sales and marketing than discovering what the client thinks.

But let’s not forget that it is a complex science that has only existed for a little. Brain research is started in an advanced way in the 90s and today, the day to day advances are enormous. That’s why you have to be updating yourself permanently and intensively.


You have been included in the list of the 140 most influential men on Twitter, what do you think you have to have to get a recognition like that?

Really, this kind of recognitions are just that, recognitions. The reality of the useful use of social networks, according to my point of view, is far from the use of networks to obtain recognitions.

I explain. The real and useful recognition is the one your client gives you. That is the most difficult to obtain and work.

Obtaining the recognition of networks is nothing more than the result of being with influential people in those media.


“Colors, sounds, smells, tastes, textures and materials, have a definitive influence on the purchasing decisions made by customers.”
Fernando Álvarez Díaz

In your book “La música del marketing” you talk about the emotional power that the senses awaken in consumers, could you tell me a little more about what that power consists of?

Knowing what influence the senses have in the mind of the client, undoubtedly, facilitates dealing with them. Therefore, the way we relacionate is fundamental for the success of our brand or business. The use of music in clothing stores, the colors according to the type of business, the aromas in food stores are already popularizing… It is a reality that invades us with a very recent scientific use.


Along the same lines, what other emotional factors do we have to take into account when we plan a strategy?

The most important thing is to keep in mind that all decisions are emotional and we justify them rationally. It is emotion that wins over reason. Always.

You have to know how the brain decides. You have to know how their different parts behave, the amygdala, the Acumbens nucleus. Know the behavior of the reptile brain and its influence on our lives.


In addition to neuromarketing is specialized in Big Data, what do we mean by Big Data? How has this concept evolved in recent years?

The BIG DATA is nothing more than the massive use of data that we have at our disposal to know the world. The use we make of him is another story.

The most common is to know its commercial use but it is also a great revolution is in the world of medicine.

Trying to limit the possibilities of using the Bid Data can also affect the delay of useful and beneficial medical advances for society.

The volume of data storage is evolving faster than the capacity to analyze that data. From my company, Network Outsight, we precisely turn our work and research into the analysis of this massive data.


Do you think that companies are aware of the value of Big Data? Do you know how to handle it?

Companies are aware of the importance of incorporating Big Data into their strategy. But there are very few who know what to do in this regard, from how to obtain the data they need, to how to use it if they have it.

We have specialized in the sociological analysis of Big Data, incorporating the knowledge of sociology and customer behavior into the facility of obtaining analysable data through Big Data. Before, this was unthinkable


What do you think the future of Big Data will be?

The future goes through the processing of data. The volume of data already exists, now it is necessary to interpret them effectively towards our objectives, commercial, medical, etc.


In the same line is the so-called “digital transformation”, do you think it has already reached the companies or is there still a long way to go?

It is rare to find a company that has incorporated the digital transformation to its processes. All talk about the importance of digital transformation as if it were a mantra, but few are carrying out that transformation.

There is a big difference between sectors. For example, the bank is very advanced in terms of its digitization but in the insurance sector it has practically not started. It is one thing to talk about it and another to carry it out.