“There is a lot of room for disruptions in the media intelligence industry”

Carlos Alfredo Diaz

Interview with Carlos Alfredo Diaz, General Manager at GlobalNews Group in Argentina.

Hi Carlos, what is your background and what is included in your current role at GlobalNews Group?

I have more than 6 years of experience in Media Monitoring and a previous background in tech startups. In my current role as General Manager of GlobalNews Group, I oversee our day-to-day regional operations as well as execute our long term strategic plans.

What differs GlobalNews Group from other media intelligence companies in Latin America?

The fact that we are the only media intelligence company that covers the whole region in its entirety is certainly a distinguishing factor. We are also renowned for our extensive investment and proficiency in R+D related to AI.

What are the greatest challenges ahead for GlobalNews Group when it comes to providing customer analysis and developing your offer?

Currently our greatest challenges in those two areas are related to the normalization of datasets and sources, as well as the need to educate our client base in order to develop truly useful offerings.

You are operating in 17 countries in Latin America; do you find it challenging to offer comprehensive products and services throughout the region because the region is diverse? If so, in what way?

Offering a limited set of products in a very diversified region is quite challenging; all our products have specific adaptations created by our “localization team” for each market in which they are sold.

Have you recently, or do you plan to, release any new technology based solutions that will add to or improve services you offer to clients? If so, what solutions, and how will they benefit your clients?

We have recently launched an updated version of our website that will allow different customizations for our clients (such as recipes and integrations with a plethora of services), and are currently working on a suite of predictive tools that will allow our clients to both receive recommendations as to which topics matter to their bottom line as well as predict the impact a release might or should (as in benchmarking) have in the current media context.

Are you using the AMEC framework with your clients? If so, how has that improved your clients’ understanding of measurement?

We are currently using the AMEC framework with each and every new analysis client we have. It has helped our clients better visualize and understand the relationship between their work and their bottom line.

You are monitoring many sources yourself in your markets today; what are your greatest challenges when it comes to upholding and developing your own monitoring?

Upholding and developing your own monitoring requires a great deal of capital investment and oversight, but is sometimes needed when a company has requirements as diverse as ours.

When it comes to licensing content for media monitoring in Latin America, which countries are the most progressive, and which are lagging behind?

Brazil is currently the only country where the issue has even appeared, the rest of the region is impervious to it. I believe that licensing has to become a reality in Latin America in the next 10 years.

When it comes to the actual data behind the media intelligence that you do, what kind of data or media can be interesting in the future that you currently do not utilize?

Whatsapp and Telegram would be very interesting to monitor, at least from a macro standpoint.

How do you think the media intelligence industry will change in the next 5 years, and what are the greatest challenges ahead?

I believe there is a lot of room for disruptions by new players or old players that will reinvent themselves, especially as our space becomes more and more focused on technology.

By Renata Ilitsky

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