Daniel Rodriguez Sierra

Director BI & Information, Telefonica Global Technology SA

Daniel Rodríguez-Sierra is Director for Enterprise Architecture and Information & BI Technology at Telefónica Global Technology, Telefónica´s Global IT organisation. After a first career in experimental physics and scientific documentation, Daniel joined Telefónica to work as a data miner, where he eventually lead the analytics team in the Argentinian operation, working for the marketing department. He helped develop and transform the regional BI and analytics for his company in Latin America and later moved to the Chilean operation where he lead the BI organisation, directed company´s informational transformation and extended the use of analytics and information across the company. After more than ten years of work in the data and analytics space, he moved to Madrid in 2009 to global IT, where he has been working alongside IT and BI and analytics teams in Telefónica on a global scale in BI to provide enablers for the massive use of data, information and customer analytics across the customer value chain. Since 2012, he is Director of Enterprise Architecture and Advisory for Telefónica Global Technology.

Using Big Data Analytics to Enhance the Customer Experience

Keynote Audience with an Executive: Big data analytics at Telefonica - Identifying new revenue streams and improving customer experience

• Knowing what to look at and how to draw conclusions from it
• Using Big Data to improve service efficiency and enhance the experience
• Acting on near-real-time data analysis