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Interview with Alejandro Murillo, coo founder and CEO of Imotion Analytics

Imotion Analytics applies technology so companies with who they work with are able to fit strategies to their client’s needs. Recently, a joint experience with the hotel chain Campanile obtained the recognition for the most innovative project in this area.

You are experts in biometric analysis of people and in Neuromarketing. What does it consist of?

The biometric analysis of people is not only to detect human bodies with sensors, but to also extract information about their gender, age or their emotional state, with which the only limit of analysis is your own imagination. That is when Neuromarketing gains this momentum to develop strategies to improve the emotional experience of the clients.

What kind of information do you obtain?

We obtain information about age, gender and emotional state. This allows to measure and segment the influx and the transit of people and observe its variations. The raw data is captured by the sensors using the concept IOT. This data is sent to the cloud, where different algorithms of “machine learning” are applied enabling us to transform the useful information to be covered and adapted to every analysis model for each client.

Does it allow you to anticipate to the clients’ needs?

Yes, it does, and also to possible problems. This way, the decisions made with the data are objective and reliable. We measure in detail what happens in a business: we can calculate the conversion ratio’s segmented according to the typology of the client or measure the 100% of the experiences in a reliable, direct and non-intrusive way.

¿Can this methods be against ethics?

The law is really clear. We do not register individual data. We aggregate impersonal data collected in blocs in order to provide the decisions taken by the clients, without invading the privacy of the people. In summary, we do not link the information to the individuals.

How do you propose the adequate solutions to accomplish your goals?

Every client ends up basically becoming an “ad hoc” project so, therefore the strategies of action can vary quite enough. Before carrying out the installation, we elaborate a design adapted to the necessities of every client according to their own objectives. Once the system is installed and we recollected the data we can make the first analysis of situations and apply the consultancy service to propose improvements and observe the evolution of the results.

What kind of role played BBVA in your everyday?

We worked with three banking entities when we needed rapid solutions: punctual liquidity to start a project, methods and billing formulas, also for extra-community clients with less economic impact. With BBVA we found the kind of relation that can be had with a “partner” who gets involved instead of just keeping their position as any other provider.

What future challenges do you have as a company?

The constant innovation. The velocity of technology and scientific upgrades, all together with social conducted changes, open paths to new ideas which will inevitably transform the industry and market. The objective is to bring the clients before this information.

This post is also available in: Spanish

Miquel Blasco

Author Miquel Blasco

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