An Analysis of Telefonica’s Transformation from Traditional to Digital Telco

Increasing the success ratio of a marketing campaign run by the UK’s fourth largest food retailer by 150% and changing the way Brazil provide transportation services to commuters is no easy task. However, Telefonica continue to take tasks like this in their stride as they dominate the world of telecommunication companies using insight from aggregated data to influence the businesses around them.
Just how does Telefonica do it and better yet what lessons and top tips can you learn from them?  In an exclusive interview with Telecoms IQ, Alejandro Maroto, Global Head of Convergent Digital-Core Services, Telefonica, shares how the company are forming cross-industry business partnerships and using smart analytics to change the business model of some of the worlds biggest brands like Morrisons and Nestlé.

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