Meeting with David Boronat, Data Marketing Project Manager

David Boronat

What role does data play in a company?

The data in general makes it possible to enrich the data with statistical models in order to obtain better correlations between the data of the model (the past) and the current situation of these data.

Data in general help to contextualize problems at a micro-economic level, but also at a more macro level.

Data is part of a dataset like a data network. You can look at a part of the network or the network in its entirety. After all, it will depend on the story you want to tell from it.

In fact, data is a major source of information for a company:

  • Knowledge of his history,
  • Awareness of his victories and failures
  • Anticipation of future paths
  • Greater appreciation of the economic environment


But this can also be an important means of communication. For example, the development of citizen data everywhere since the opening of data to the general public, as well as the democratisation of data management tools.


What are the issues related to the implementation of data management?

The main issue in my view is the acquisition of independence in the collection and use of data, in order to respond quickly to needs.

In view of the wide spectrum of data usage, a good data management system must allow for a rapid focus on the context to be provided to the needs. The flow of data is fast, their uses also.
Another challenge is to structure data in order to be able to find them quickly. The objective is to be able to contextualize them quickly, in order to provide an accurate and effective response.


What are the main expectations of companies on the subject?

Companies are now looking for relevance, whether in the perspective of user data or in the context of contextualised data. They are also looking for intelligence on delivery, or the enrichment of traditional data on “classical” files.


Are CRM/ERP and data still in line?

Not always. On the one hand we are oriented towards internal tools of production (in the broad sense), and on the other we have access to more macro or more precise information as well as knowledge bricks. These can be punctual, subjective, volatile… Data actually allow to enrich CRM or ERP, but in a strategic vision of acquisition and retention defined beforehand, thanks to the understanding of the context, a state-of-the-art analysis of the micro system to the macro-economic system.


What are the impacts of tools in companies?

The real challenge in the company is to bring together talents that can find, manipulate, and put data into perspective to a particular need. The tools are now common to all companies. Some major leaders draw their pins from the game, however, observing that the processes of data acquisition and delivery are traditionally the same.

Another important point on tools, however, concerns the ability to process large volumes in a minimum of time.


How do you see the evolution of the data world?

Everything will depend on the vision of the world that we will have in the future. Towards more censorship, that is, that the data will be harder to find, harder to cross. Towards more freedom, it will then be the development of citizen data, easier use, greater transparency of economic, environmental and political actors, the disappearance of whistleblowers and data-leaks (panama paper, wikileaks…).


What differences on the subject between Major Groups and ETI?

La capacité à évoluer vers un monde orienté vers la donnée sera plus ou moins liée à l’agilité des structures et à la facilité de changer les modèles d’industrialisation de captation des données et de restitution des données.

This seems to be easier for an ETI than for a large group. Nevertheless, they will have the desired financial surface to carry out this project. A few years ago we talked about digital transformation. Today we see that there are more “small” platforms on the web than a large consortium. So it is more of a will and a strategy, than a transformation process.