[et_pb_section fb_built=”1″ _builder_version=”3.11″ background_color=”#710067″ custom_padding=”54px|0px|100px|0px|false|false” top_divider_style=”asymmetric4″ top_divider_color=”#ba007e” top_divider_height=”250px” top_divider_flip=”horizontal”][et_pb_row use_custom_width=”on” width_unit=”off” _builder_version=”3.11″][et_pb_column type=”4_4″ _builder_version=”3.0.47″ parallax=”off” parallax_method=”on”][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ fullwidth=”on” _builder_version=”3.11″ top_divider_style=”asymmetric4″ top_divider_color=”#710067″][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”3.11″ background_color=”#ffffff” custom_padding=”110px|0px|54px|0px|false|false”][et_pb_row use_custom_width=”on” width_unit=”off” _builder_version=”3.11″][et_pb_column type=”1_3″ _builder_version=”3.0.47″ parallax=”off” parallax_method=”on”][et_pb_image src=”http:\/\/www.indexandomarketing.com\/wp-content\/uploads\/2018\/08\/fernando-alvarez-diaz-de-cerio.jpeg” align=”right” force_fullwidth=”on” _builder_version=”3.11.1″ border_radii=”|50%||50%|” border_width_all=”5px” border_color_all=”#80c9e6″ border_style_all=”none” border_color_right=”#ba007e” border_color_bottom=”#094f6b” border_color_left=”#710067″ custom_margin=”0px|0px|0px|0px” custom_padding=”0px|0px|0px|0px”][\/et_pb_image][\/et_pb_column][et_pb_column type=”2_3″ _builder_version=”3.0.47″ parallax=”off” parallax_method=”on”][et_pb_post_title meta=”off” featured_image=”off” text_color=”light” admin_label=”TITULO POST” _builder_version=”3.11″ title_font=”|||on|||||” title_text_align=”left” title_text_color=”#710067″ title_font_size=”42px” text_orientation=”center”][\/et_pb_post_title][et_pb_text admin_label=”INTRO” _builder_version=”3.11.1″ text_font=”||||||||” text_text_color=”#666666″ text_font_size=”24px” custom_margin=”0%|0px|0px|0px” custom_padding=”0px|0px|0px|0px”]<\/p>\n
Fernando has two passions, neuromarketing and Big Data<\/strong>. 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.<\/p>\n 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 m\u00fasica del marketing”, where he analyzes the emotional power that the senses awake in the customers.<\/p>\n The interest of our interviewee for the audience does not stop there and extends to his professional work. In his company, Network Outsight<\/strong>, Fernando applies sociology to Big Data to interpret and understand massive data and help his clients to grow and innovate in their business.<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ prev_background_color=”#ffffff” _builder_version=”3.11″ background_color=”rgba(204,204,204,0.5)” parallax=”on” parallax_method=”off” custom_padding=”163px|0px|100px|0px|false|false” top_divider_style=”asymmetric2″ top_divider_flip=”vertical” bottom_divider_style=”asymmetric4″ bottom_divider_color=”#ffffff” bottom_divider_flip=”horizontal”][et_pb_row use_custom_width=”on” width_unit=”off” _builder_version=”3.11″][et_pb_column type=”1_3″ _builder_version=”3.0.47″ parallax=”off” parallax_method=”on”][et_pb_text admin_label=”PREGUNTA” _builder_version=”3.11.1″ text_font=”|700|||||||” text_text_color=”#ba007e” text_font_size=”18px” custom_margin=”0px|0px|0px|0px” custom_padding=”0px|0px|0px|0px”]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<\/strong>. From this continuous training arose the discovery of neuromarketing<\/strong>, which hooked me from the first moment.<\/p>\n Later, and as a result of my research around neuromarketing, I was fortunate to personally meet Professor N\u00e9stor 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.<\/p>\n I was also able to get up close and personal with the work done by Neurologyca and its director, Juan Gra\u00f1a, one of the best Spanish professionals of neuromarketing.<\/p>\n <\/p>\n [\/et_pb_text][et_pb_text admin_label=”PREGUNTA” _builder_version=”3.11.1″ text_font=”|700|||||||” text_text_color=”#ba007e” text_font_size=”18px” custom_margin=”0px|0px|0px|0px” custom_padding=”0px|0px|0px|0px”]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.<\/p>\n 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<\/strong>.<\/p>\n 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.<\/p>\n <\/p>\n [\/et_pb_text][et_pb_text admin_label=”PREGUNTA” _builder_version=”3.11.1″ text_font=”|700|||||||” text_text_color=”#ba007e” text_font_size=”18px” custom_margin=”0px|0px|0px|0px” custom_padding=”0px|0px|0px|0px”]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.<\/p>\n I explain. The real and useful recognition is the one your client gives you<\/strong>. That is the most difficult to obtain and work.<\/p>\n Obtaining the recognition of networks is nothing more than the result of being with influential people in those media.<\/p>\n <\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”3.0.47″ parallax=”off” parallax_method=”on”][et_pb_testimonial author=”Fernando \u00c1lvarez D\u00edaz” quote_icon_color=”#ba007e” _builder_version=”3.11.1″ body_font=”||on||||||” body_text_color=”#ba007e” body_font_size=”22px”]”Colors, sounds, smells, tastes, textures and materials, have a definitive influence on the purchasing decisions made by customers.” 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<\/strong>. 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.<\/p>\n <\/p>\n [\/et_pb_text][et_pb_text admin_label=”PREGUNTA” _builder_version=”3.11.1″ text_font=”|700|||||||” text_text_color=”#ba007e” text_font_size=”18px” custom_margin=”0px|0px|0px|0px” custom_padding=”0px|0px|0px|0px”]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<\/strong>. It is emotion that wins over reason. Always.<\/p>\n 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.<\/p>\n <\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”3.0.47″ parallax=”off” parallax_method=”on”][et_pb_text admin_label=”PREGUNTA” _builder_version=”3.11.1″ text_font=”|700|||||||” text_text_color=”#ba007e” text_font_size=”18px” custom_margin=”0px|0px|0px|0px” custom_padding=”0px|0px|0px|0px”]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.<\/p>\n The most common is to know its commercial use but it is also a great revolution is in the world of medicine.<\/p>\n Trying to limit the possibilities of using the Bid Data can also affect the delay of useful and beneficial medical advances for society<\/strong>.<\/p>\n 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.<\/p>\n <\/p>\n [\/et_pb_text][et_pb_text admin_label=”PREGUNTA” _builder_version=”3.11.1″ text_font=”|700|||||||” text_text_color=”#ba007e” text_font_size=”18px” custom_margin=”0px|0px|0px|0px” custom_padding=”0px|0px|0px|0px”]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<\/strong>, from how to obtain the data they need, to how to use it if they have it.<\/p>\n 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<\/p>\n <\/p>\n [\/et_pb_text][et_pb_text admin_label=”PREGUNTA” _builder_version=”3.11.1″ text_font=”|700|||||||” text_text_color=”#ba007e” text_font_size=”18px” custom_margin=”0px|0px|0px|0px” custom_padding=”0px|0px|0px|0px”]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<\/strong> towards our objectives, commercial, medical, etc.<\/p>\n <\/p>\n [\/et_pb_text][et_pb_text admin_label=”PREGUNTA” _builder_version=”3.11.1″ text_font=”|700|||||||” text_text_color=”#ba007e” text_font_size=”18px” custom_margin=”0px|0px|0px|0px” custom_padding=”0px|0px|0px|0px”]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<\/strong> as if it were a mantra, but few are carrying out that transformation<\/strong>.<\/p>\n 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.<\/p>\n <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" Fernando has two passions: neuromarketing and Big Data. He is the author of “The music of marketing” and throughout his professional experience has been increasingly specializing in understanding how feelings affect the audience and how we can extract, analyze and take advantage of the sociological data found in the Big Data Fernando tells us about his experience and reflects on both concepts<\/p>\n","protected":false},"author":9,"featured_media":115999,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":" Fernando tiene dos pasiones, el neuromarketing y el Big Data. Aunque sus primeros estudios fueron la carrera de Derecho, antes de finalizarla ya sab\u00eda que su verdadero inter\u00e9s estaba en el sector de las ventas y a partir de all\u00ed, el paso al marketing era inevitable.<\/p> Sin embargo, Fernando no se qued\u00f3 en este punto, dio un paso m\u00e1s en su intento de comprender c\u00f3mo los clientes toman las decisiones de compra y comenz\u00f3 a interesarse sobre el neuromarketing. El fruto de sus indagaciones es su libro \u201cLa m\u00fasica del marketing\u201d, donde analiza el poder emocional que despiertan los sentidos en los clientes.<\/p> El inter\u00e9s de nuestro entrevistado por la audiencia no se queda all\u00ed y se une a su labor profesional. En su empresa, Network Outsight, Fernando aplica la sociolog\u00eda al Big Data para poder interpretar y comprender estos datos masivos y, de esta forma, ayudar a sus clientes a crecer e innovar en su negocio.<\/p> Ya hab\u00eda elegido voluntariamente ser vendedor antes de acabar Derecho y de ah\u00ed fui form\u00e1ndome en el Marketing relacionado con ventas. De esta formaci\u00f3n continua surgi\u00f3 el descubrimiento del neuromarketing, que me enganch\u00f3 desde el primer momento.<\/p> M\u00e1s tarde, y fruto de la investigaci\u00f3n alrededor del neuromarketing, tuve la suerte de conocer personalmente al profesor N\u00e9stor Braidot, un aut\u00e9ntico gur\u00fa del neuromarketing mundial; \u00e9l fue el que escribi\u00f3 el primer cap\u00edtulo de mi libro. Esto me ayud\u00f3 a profundizar en el conocimiento de esta ciencia tan apasionante. He podido tambi\u00e9n conocer de cerca y en primera persona los trabajos que realiza Neurologyca y a su director, Juan Gra\u00f1a, uno de los mejores profesionales espa\u00f1oles en el mundo del neuromarketing.<\/p> El prisma del neuromarketing transforma radicalmente la forma de ver las cosas y sobre todo de ver al cliente. Una vez que tu mente piensa en clave de neuromarketing y empiezas a tener en cuenta siempre c\u00f3mo toma las decisiones el cliente, todo cambia. Nada es m\u00e1s importante en ventas y marketing que descubrir qu\u00e9 piensa el cliente. Pero no olvidemos que es una ciencia compleja y con poco tiempo de existencia, en los a\u00f1os 90 se inicia la investigaci\u00f3n del cerebro de forma avanzada y actualmente, los avances d\u00eda a d\u00eda son enormes. Por eso hay que estar actualiz\u00e1ndose de forma permanente e intensiva.<\/p> En realidad este tipo de reconocimientos son s\u00f3lo eso, reconocimientos. La realidad del uso \u00fatil de las Redes Sociales, seg\u00fan mi punto de vista, dista mucho del uso de las Redes para obtener el reconocimiento de las mismas. Me explico. El reconocimiento real y \u00fatil es el que te da tu cliente. Ese es el m\u00e1s dif\u00edcil de obtener y trabajar. Obtener el reconocimiento de las Redes no es m\u00e1s que fruto de relacionarte con persona influyentes en esos medios.<\/p> Los colores, los sonidos, los olores, los sabores, las texturas y materiales, influyen de forma definitiva en las decisiones de compra que toman los clientes. Conocer la influencia de los sentidos en la mente del cliente, sin duda, nos facilita el trato con este. Por eso, la forma de relacionarnos es fundamental para el \u00e9xito de nuestra marca o negocio. Ya se va popularizando el uso de la m\u00fasica en tiendas de ropa, los colores seg\u00fan tipo de negocio, los aromas en tiendas de alimentaci\u00f3n... Es una realidad que nos invade con un uso cient\u00edfico muy reciente.<\/p> En esa misma l\u00ednea, \u00bfqu\u00e9 otros factores emocionales hay que tener en cuenta cuando planeamos una estrategia? El BIG DATA no es m\u00e1s que el uso masivo de datos que tenemos a nuestro alcance para conocer el mundo. El uso que hagamos de \u00e9l ya es otra historia. Lo m\u00e1s habitual es conocer su uso comercial pero la gran revoluci\u00f3n est\u00e1 en el mundo de la medicina. Intentar limitar las posibilidades de uso del Bid Data puede incidir tambi\u00e9n en el retraso de avances m\u00e9dicos \u00fatiles y beneficiosos para la sociedad. El volumen de almacenamiento de datos est\u00e1 evolucionando m\u00e1s r\u00e1pidamente que la capacidad de an\u00e1lisis de esos datos. Desde mi empresa, Network Outsight, precisamente volcamos nuestro trabajo e investigaci\u00f3n es en el an\u00e1lisis de esos datos masivos.<\/p> Las empresas son conscientes de lo importante que es incorporar el Big Data en su estrategia. Pero son muy pocas las que saben qu\u00e9 hacer en este sentido, desde c\u00f3mo obtener los datos que necesitan, hasta c\u00f3mo utilizarlos en caso de que los tengan. Nosotros nos hemos especializado en el an\u00e1lisis sociol\u00f3gico de Big Data, incorporando el conocimiento de la sociolog\u00eda y el comportamiento del cliente a la facilidad de obtener datos analizables a trav\u00e9s del Big Data. Antes, esto era impensable<\/p> El futuro pasa por el tratamiento de los datos. El volumen de datos ya existe, ahora toca interpretarlos deforma eficaz hacia nuestros objetivos, comerciales, m\u00e9dicos, etc.<\/p> Es rara la empresa que ha incorporado la transformaci\u00f3n digital a sus procesos. Todas hablan de la importancia de la transformaci\u00f3n digital como si se tratara de un mantra, pero son escasas las que est\u00e9n llevando a cabo esa transformaci\u00f3n.
\n[\/et_pb_text][et_pb_text admin_label=”RESPUESTA” _builder_version=”3.11.1″ text_font=”||||||||” text_font_size=”18px” header_font=”||||||||” custom_margin=”0px|0px|0px|0px” custom_padding=”0px|0px|0px|0px”]<\/p>\n
\n[\/et_pb_text][et_pb_text admin_label=”RESPUESTA” _builder_version=”3.11.1″ text_font=”||||||||” text_font_size=”18px” header_font=”||||||||” custom_margin=”0px|0px|0px|0px” custom_padding=”0px|0px|0px|0px”]<\/p>\n
\n[\/et_pb_text][et_pb_text admin_label=”RESPUESTA” _builder_version=”3.11.1″ text_font=”||||||||” text_font_size=”18px” header_font=”||||||||” custom_margin=”0px|0px|0px|0px” custom_padding=”0px|0px|0px|0px”]<\/p>\n
\n[\/et_pb_testimonial][et_pb_image src=”http:\/\/www.indexandomarketing.com\/wp-content\/uploads\/2018\/08\/network-outsight.jpg” _builder_version=”3.11.1″][\/et_pb_image][et_pb_text admin_label=”PREGUNTA” _builder_version=”3.11.1″ text_font=”|700|||||||” text_text_color=”#ba007e” text_font_size=”18px” custom_margin=”0px|0px|0px|0px” custom_padding=”0px|0px|0px|0px”]In your book “La m\u00fasica 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?
\n[\/et_pb_text][et_pb_text admin_label=”RESPUESTA” _builder_version=”3.11.1″ text_font=”||||||||” text_font_size=”18px” header_font=”||||||||” custom_margin=”0px|0px|0px|0px” custom_padding=”0px|0px|0px|0px”]<\/p>\n
\n[\/et_pb_text][et_pb_text admin_label=”RESPUESTA” _builder_version=”3.11.1″ text_font=”||||||||” text_font_size=”18px” header_font=”||||||||” custom_margin=”0px|0px|0px|0px” custom_padding=”0px|0px|0px|0px”]<\/p>\n
\n[\/et_pb_text][et_pb_text admin_label=”RESPUESTA” _builder_version=”3.11.1″ text_font=”||||||||” text_font_size=”18px” header_font=”||||||||” custom_margin=”0px|0px|0px|0px” custom_padding=”0px|0px|0px|0px”]<\/p>\n
\n[\/et_pb_text][et_pb_text admin_label=”RESPUESTA” _builder_version=”3.11.1″ text_font=”||||||||” text_font_size=”18px” header_font=”||||||||” custom_margin=”0px|0px|0px|0px” custom_padding=”0px|0px|0px|0px”]<\/p>\n
\n[\/et_pb_text][et_pb_text admin_label=”RESPUESTA” _builder_version=”3.11.1″ text_font=”||||||||” text_font_size=”18px” header_font=”||||||||” custom_margin=”0px|0px|0px|0px” custom_padding=”0px|0px|0px|0px”]<\/p>\n
\n[\/et_pb_text][et_pb_text admin_label=”RESPUESTA” _builder_version=”3.11.1″ text_font=”||||||||” text_font_size=”18px” header_font=”||||||||” custom_margin=”0px|0px|0px|0px” custom_padding=”0px|0px|0px|0px”]<\/p>\nEres licenciado en derecho, \u00bfc\u00f3mo acabaste en el mundo del marketing? \u00bfY en el neuromarketing?<\/h2>
\u00bfQu\u00e9 es para ti el neuromarketing? \u00bfSobre qu\u00e9 pilares se sustenta?<\/h2>
Has sido incluido en la lista de los 140 hombres m\u00e1s influyentes de Twitter, \u00bfqu\u00e9 crees que hay que tener para llegar a recibir un reconocimiento como ese?<\/h2>
En tu libro \u201cLa m\u00fasica del marketing\u201d hablas del poder emocional que despiertan los sentidos en los consumidores, \u00bfpodr\u00edas contarme un poco m\u00e1s en qu\u00e9 consiste dicho poder?<\/h2>
Lo m\u00e1s importante es tener en cuenta que todas las decisiones son emocionales y las justificamos racionalmente. Es la emoci\u00f3n la que gana a la raz\u00f3n. Siempre. Hay que conocer c\u00f3mo decide el cerebro. Hay que conocer c\u00f3mo se comportan sus distintas partes, la am\u00edgdala, el n\u00facleo Acumbens. Conocer el comportamiento del cerebro reptil y su influencia en nuestras vidas.<\/p>Adem\u00e1s de en neuromarketing est\u00e1 especializado en Big Data, \u00bfqu\u00e9 entendemos por Big Data? \u00bfC\u00f3mo ha evolucionado este concepto en los \u00faltimos a\u00f1os?<\/h2>
\u00bfCree que las empresas son conscientes del valor del Big Data? \u00bfSaben manejarlo?<\/h2>
\u00bfCu\u00e1l cree que ser\u00e1 el futuro del Big Data?<\/h2>
En esa misma l\u00ednea se encuentra la llamada \u201ctransformaci\u00f3n digital\u201d, \u00bfcree que ya ha llegado a las empresas o todav\u00eda queda mucho camino para lograrla?<\/h2>
Hay gran diferencia entre sectores.Por ejemplo el bancario est\u00e1 muy avanzado en cuanto a su digitalizaci\u00f3n frente al sector seguros que pr\u00e1cticamente no la ha iniciado. Una cosa es hablar de ella y otra llevarla a cabo.<\/p>","_et_gb_content_width":"","footnotes":""},"categories":[],"tags":[],"class_list":["post-116846","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry"],"_links":{"self":[{"href":"https:\/\/www.indexandomarketing.com\/en\/wp-json\/wp\/v2\/posts\/116846","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.indexandomarketing.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.indexandomarketing.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.indexandomarketing.com\/en\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/www.indexandomarketing.com\/en\/wp-json\/wp\/v2\/comments?post=116846"}],"version-history":[{"count":6,"href":"https:\/\/www.indexandomarketing.com\/en\/wp-json\/wp\/v2\/posts\/116846\/revisions"}],"predecessor-version":[{"id":117069,"href":"https:\/\/www.indexandomarketing.com\/en\/wp-json\/wp\/v2\/posts\/116846\/revisions\/117069"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.indexandomarketing.com\/en\/wp-json\/wp\/v2\/media\/115999"}],"wp:attachment":[{"href":"https:\/\/www.indexandomarketing.com\/en\/wp-json\/wp\/v2\/media?parent=116846"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.indexandomarketing.com\/en\/wp-json\/wp\/v2\/categories?post=116846"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.indexandomarketing.com\/en\/wp-json\/wp\/v2\/tags?post=116846"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}