Simona Nita (TomTom): “Simply storing data has no value.”

The program of Data Driven Commerce 2019 includes various speakers who explain how they respond to the customer experience with data. Looking forward to that day, Simona Nita (TomTom) shares her vision.

Where does your passion of data come from?

“I am a very curious left-brain person and in time I’ve learned that data can provide objective answers to all kind of questions – so I’ve became passionate to find the answers from data, avoiding the gut-feeling.”

In what way does data influence your company?

“TomTom is the leading independent location technology specialist, shaping mobility with highly accurate maps, navigation software, real-time traffic information and services. We build our products based on anonymized data, combining our extensive experience with leading business and technology partners.”

What is the largest misconception about data?

“Many organizations think that if they capture the data they are successful – In my view, this is a myth. Simply storing some data has no value – this is just the beginning. The key factor in success is extracting value from the data –  and this requires skill, talent and experience. It requires human input to decide how to use the data, how to integrate it with complementary data sources, and how to implement it to a particular business case.”

What is the most important lesson you have learned regarding data?

“In order for a company to become data driven, I’ve learned that is very important to first make the shift to a data-driven culture.”

Which companies, in your opinion, serve as a good example in becoming data driven?

“I think many companies invest a lot to become more data driven. Depending on the company, the approach can differ: some might use top-down approch, others might be opportunity-driven or issue-driven, or even use the greenfield approach – it is difficult to name examples, as they are all doing good progress in this journey.”

Leer hier meer over Simona Nita en haar sessie tijdens Data Driven Commerce 2019.

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