Ana Ruiperez Palmero (Endesa)

The interviews with some of the protagonists of the past editions of the Data Management Summit are shown here. All the professionals who have participated in the DMS find them in the hall of fame

Tell us a little bit about your professional career

Data Analytics Manager with more than 15 years of experience in Business Intelligence Passionate about data and always linked to the business, I have worked in large companies of great prestige and multiple sectors in both consulting projects and final customers. Just to mention a few: P&G, Google, El Corte Inglés, Telefónica and Endesa. In addition, I consider myself a specialist in managing work teams and enhancing the value of people. I am a generous, close and empathetic person who puts a lot of illusion in everything he does no matter how small or big it is.

What are your challenges, what do you like to do with the data

My challenge is to add value to the business. The best analysis in the world, the best Machine Learning models and the best Big Data technology in a company are not worth anything if this does not result in an increase in business either by reducing customer loss, increasing sales, obtaining greater profitability from your current customers, reducing costs, etc.

Do you think that companies have an adequate culture to manage data in a different way?

I sincerely believe that currently companies are investing a lot in Big Data technology and in many cases without need, simply because it seems that now if you don’t do it you are nobody.

But then, behind this investment, there is no clear roadmap or clear business objectives. Many of the people I talk to in the sector say the same thing; we have the technology and the means but now we don’t know how to help the business and the business areas don’t know how to raise use cases either. I sincerely believe that this is our most important unfinished business.

What do you want to talk about inside the Data Management Summit?

I want to talk about Business Intelligence; I know that it seems to be outdated and useless, but I want to tell about real experiences of Endesa in which Business Intelligence and uncomplicated analysis has allowed us to help the business areas by making them profitable and optimizing the value of our clients, to give an example.

From the beginning you have supported the event.

I believe that this is the exclusive merit of the organizers. On their day who contacted me transmitted so much enthusiasm and passion for the event that it was almost impossible to say no. In addition, I had just given a presentation at Big Data to Action 2019 with very good results and I felt very capable of doing well and adding value to the event.