Alvaro Melendez – BluHorn Executive Highlight

Alvaro Melendez – BluHorn Executive Highlight

Alvaro Melendez
Co-Founder & CEO at CRANT
Website Address:

What services does your company provide?

Marketing Strategy, Other

About CRANT:

CRANT is a creative machine learning company.

We are committed to digitally transform 20 companies into analytical competitors that harness the power of analytics to outthink and out-execute the competition, redefine their markets and generate a positive impact with every dollar they make.

Who in the industry inspires you and why?

I have been inspired by Gabriel García Marquez and his concept of magical realism and by president Barack Obama and his idea of being always kind and useful.

What makes your company unique?

The combination of creativity and cutting edge technology to quickly create tangible, customized solutions.

If you were to restart your marketing agency, what are the 2 most important positions you would hire for and why?

My first hire would be a top of the notch creative leader. Because human sensibility is something that machines don’t have and with the commoditization of technology it will gain more and more value.

The second position would be a Data Scientist that is strong in machine learning to help turn big data into stories.

How do you define success?

For me success means staying discontent to create a new better today every day.
On a personal and business level.

What is one tip that you would give a CEO when it comes to marketing?

Today my best advise would be to identify the highest value customer and direct all efforts to grow with them.
Identify the Customer Lifetime Value and prioritize having actionable data driven segmentation.

What are your three favorite marketing software that you use and why?

I like Google Marketing Platform because it connects well to Google Cloud Platform and gives a lot of room for creativity.
I also like Vidyard for their usability and how they simplified the use of video.

Finish the sentence – When it comes to marketing in 5 years……

we will have achieved Omni-channel personalization and creativity and storytelling will be the decisive factor.

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