Quantitative communication • Red Forbes • Forbes Mexico

I have analyzing digital behavior data since the late 90s.

A friend who worked with me at that time, that he remembers perfectly the day my life changed and went from being an industrial designer to a data analyst.In his version of the facts, one day he said goodbye to me at 8 at night, in our office, which was located in the Condesa neighborhood in Mexico City, and the next day at 8 in the morning that he returned towork, found me with the same clothes, in the same place and in the same position.

I just remember that a few hours before my friend left me there, we had discovered Webizer, a tool to analyze the records of internet pages visits.

At that time, just a few months ago we had entered the business of developing web pages and the page of our most important client at that time, it was causing rage in the market.Fey Sony Music's most popular singer in 1997, had commissioned us to make her website taking advantage of her next album.

Indeed, that would be the beginning of my adventure to make, at that time, incipient digital media, a standard in the communication industry.My selfish motivation to want to do that was because since then I am convinced that: "If I cannot measure it, then it does not exist".I am an evangelizing pragmatic.And those who lived that time will know that advertising campaigns were an act of faith, the measurement tools were very limited, they only allowed us to know if things had worked afterwards and that, some months after the execution of the same.

Humanity has turned a bell and we are at the time of over information, we go from having data a few months later, to have excess data and information in real time, and still, it does not seem that things have changed so much.Not at least in the utopia that we imagine the defenders of quantitative measurements, as I am, in which everything is measured, and we can have predictive boards that help us make decisions about the future in real time.

Comunicación cuantitativa • Red Forbes • Forbes México

Today I can tell you that this crusade has increasingly brought me more adherents.A little over 10 years ago I created with my partners, Metrics, a company that has an innovative methodology, of stakeholders relationship, based on intelligence information product of their behavior patterns.Our purpose is simple, but disruptive.that decisions are made more and more with quantitative information.

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One of my collaborators asked me the other day that "what was the difference in the way of currently communicating against the past", my answer was the following: "Communication professionals base their decisions first on experience;secondly in content related to current market and trends;third in metrics and standard indicators studies products in their industry;In the end, all that crosses and ends up printing their personal intuition in the form of an inspired act of creativity ”.I call this "being".

The "duty" is different, more at the time we live now.I estimate the experience, the existing analysis protocols, the value of inspiration and creativity provided by current communication executives.However, there is a component that these executives lack and that is no longer a luxury, but a necessity, which is that of the certainty that data science gives.Algorithmic models that allow them to prospect future scenarios and with them institutionalize a quantitative intelligence and counterintelligence discipline for business decision making in their corporations.

In the past it was enough for these executives to support their decisions on experience, qualitative analysis and creativity, but no more;The pendulum moved from creativity towards certainty, we are in the time of Saint Thomas Aquinas, until we see quantitatively prosecuted, we should not believe.As professionals we cannot afford to continue doing things as now, making confidence in our qualitative capacity.Luckily the new generations already bring another ‘chip’, so it will be inevitable that they press the current generations in that regard.

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One of the big problems that we could not better meet the Pandemia of SARS COV-2 as humanity was our inability to have credible data, in real time, to be able to compare them between populations, cities, or countries;We lack two basic issues: veracity and information speed.Imagine the advantages that the availability of evidence would have represented that would allow us to diagnose rapid.

Well that is the world that comes for all of us.The one who is not prepared will be lagging.

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*Javier Murillo is a Mexican electronic and computer engineer, data analytics specialist and cybersecurity teacher.

The opinions expressed are only the responsibility of their authors and are completely independent of the position and the editorial line of Forbes Mexico.