The Marketing Creativity & Innovation Course ended in Milan with a lively talk from guest speaker Salvatore De Angelis (Nielsen Analytics).
It was a fascinating dive into the world of data analytics, audience insights and content creators for the Executive Master in Marketing & Sales students (of SDA Bocconi, in partnership with Esade) on the final day of module 6, Marketing Creativity and Innovation, held in Milan. They heard from Salvatore De Angelis, Head of Digital, International (EMEA, APAC, Americas) for Sports & Entertainment at Nielsen, who gave a presentation about Data for Innovation: Social and behavioral analytics for marketing strategies.
Salvatore discussed how fan behavior in sports is changing the role of sponsorships, the challenges they are facing and digital solutions, like campaign measurement, creators and platform finder and trends analysis. He then presented two cases: connecting an affinity for cryptocurrencies with American football fanbases and profiling American fanbases for the Inter Milan football club.
“Our mission is to help brands understand who their digital audience is,” says Salvatore, explaining the endless tools and ways of connecting data to reach niches and find new audiences.
Salvatore kept the discussion open, taking questions and comments from students as he presented. Students asked engaging questions about the sources of data and data tools, how to apply the cases presented to their personal situations, and how to find meaning in a pool of data.
He concluded with an outlook on the direction of influencer marketing and how it will continue to evolve on certain social media platforms.
“The word influencer I don’t really like,” he says. “We are trying to educate the market in using the word creator which is better shaping the role of these personalities. They are creating content for these brands. Their creation process is important.”
Many students were intrigued by the topic, given the exciting opportunities this growing market holds, even sharing their personal experience in the area.
The learning week in Milan included other two very challenging guest speeches: “Generative AI, community co-creation and shared ownership for the fashion industry” (Salvatore and Alfredo Orobio – AWayToMars), and for the course Digital Business & Communication, “Digital Marketing Best In Class Experiences” (Sara Negro – Deloitte, Digital Division). Executive students also had to experience an exciting visit to the Museum of Cenacolo Vinciano where the world renowned “The Last Supper” by Leonardo Da Vinci is located. It was an insightful exploration of a historical example of creativity and innovation!
EMMS is a part-time international Executive Master in Marketing & Sales (of SDA Bocconi in partnership with Esade) that alternates learning Modules in four cities: Milan, Barcelona, Madrid and Rome. Discover more
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