The executive of this Colombian venture, which supports international firms on issues related to digital services, talks about the role of his sector in the economic reactivation.
How has Iridian’s process been to become exporters of digital services?
Today there are really no limits to having clients in different parts of the world. But for us it has not been that simple. It has been quite a process. We have seen that clients abroad want companies with very high quality services and that can demonstrate an important portfolio. That is, they are not going to try them. For this, you have to work a lot to have a portfolio of clients that prove the quality of the work. Having clients like Femsa has given us international support that has opened up an important market in the United States and Europe.
What do you consider to be the disruptive bet of the company?
We are confident that data-driven decision making (DDD) is being the crucial ingredient in this second age of machines. That is why today we focus our efforts on generating digital assets and strategies so that clients can make decisions based on data. And do not fall into a cognitive bias to continue making decisions from intuition. Subsequently, we accompany the client in the execution of automated tasks with machine learning and marketing automation . This sounds simple, but there is an important task for companies to make their change matrix and start that digital transformation.
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From your role as director of operations, what are the key tools that new entrepreneurs must implement in their developments?
It is not enough to have a portal or develop an e-commerce. We must add judicious digital performance strategies that complement the developments. But these will only be effective if we can measure and if we have quality data. You must have developments that allow the client to make decisions based on data. Developments that allow artificial intelligence and automation tasks.
What is the digital revolution that is taking place in 2021?
The pandemic put steroids to digital transformation in companies. The problem is that not all companies are ready for change. There are cultural and mentality issues that must be worked on. The second era of machines has already started for a long time. It is time to enter this era.
How to design an assertive and personalized strategy in digital?
It must be accompanied by a well-done development thinking about data and scalability, along with a deployment of digital performance. Both must be articulated, since performance will depend on the quality of the data and the decisions made with that information. In the end, it’s time to find a way to automate the greatest number of tasks. Personalization is achieved through the characterization of the customer’s behavior, for this it is necessary to include all this behavior within the data used by the machine learning process of the strategy.
Follow the news of El Espectador on Google NewsWhat is the importance of having your own digital assets?
First of all, the data would not be from a third party, but from the owner of the digital asset. And data is everything. From there come the tactical decisions and strategies about the future of the digital asset and the company. That is why it is recommended that when making a portal or an application you should make sure that the source code is from the client.
What is your perception of the current consumer?
With this steroid push for the situation, we see that the customer wants to enter the digital age. There is more culture inside companies. They have realized the power and reach that digital assets have.
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What are your short, medium and long term expansion plans?
Our presence in other countries has so far been very organic. We already have well-known clients in Mexico, the United States, Europe, and Australia. Every time we have an international client, we give everything so that they see that the Colombian talent in the digital area is out of the ordinary. Although now our team is from several countries in the region.
What is the role of digital agencies in the economic reactivation?
Digital agencies have a fundamental and crucial role to be able to guide and advise the different industries in a correct way. It is a big responsibility. Agencies or digital companies that do this job well will do very well, because happy clients will always recommend them. Today the client understands and knows more about the digital world. You have to be prepared and go many steps ahead of your customers.