NTT DATA
“IT ' S ABOUT FOCUSING ON WHERE WE AND THE MACHINES CAN BRING MORE VALUE ”
MANEL MARTORANA HEAD OF DIGITAL EXPERIENCE EUROPE , NTT DATA
“ At NTT Data , we ’ re working on applying data and analytics to what is happening across the different channels to personalise the content . This is one of the promises that we as industry are not fulfilling ’ both to our clients and to society . It ’ s been promised for the last five or six years that we will be delivering this hyperpersonalised experience ”, said Martorana .
“ I think that one of the main challenges is learning how to give the pressure or intensity that is needed when users are searching for topics . If you do this wrong , what you achieve is the opposite effect you want to produce .
“ This is problematic particularly in larger companies , where everything is less personalised . And you feel that each channel works as a silo and you ’ re starting your relationship with this company or with this organisation every time you have attachment with them .
“ It ’ s about recognising who you are and knowing when your last interaction with the brand was , so it can start talking from this point and not from scratch every time ”, he added .
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