Disruptive Integration

Last month Tree Intelligence founder Ignacio Garcia gave an interview to ABERJE Magazine about the importance of network monitoring. The article was published in the Innovation part of the magazine.

Disruptive Integration

The Internet, with its many voices, is a source of information for companies, whether through discussions launched by opinion makers, the content of publications from different countries or even the voice of millions of consumers from all over the world. In this environment, consultancies have been increasingly sought by companies, with an eye to identifying opportunities and trends that will redefine business. An example is in Tree Intelligence, which has among its clients large companies such as Natura and Braskem. “We seek to map existing opportunities on the Internet through data capture,” says Ignacio Garcia, managing partner of the company.

The consultancy assesses what opinion leaders and leaders in their industries are talking about, as well as intersecting what is being said on influential websites and blogs on some topics in Brazil and around the world. In food, radars are under discussion about GM foods in the United States and Europe, where big companies like Monsanto are in opposite fields with organic companies and non-governmental organizations (NGOs). “Then we began to map the issue, we evaluated whether these foods tend to gain or lose market based on experiences in these countries, and we also identify whether consumer pressure in some states, such as California and New York, will have an effect on laws and labels of products that reach the market. Thus, our customers in Brazil can anticipate movements and be aware of what might happen here, ”he explains.

In healthcare, it has been noted that doctors abroad are increasingly using applications to assess their patients' health and monitor them more frequently. In cosmetics, consumers are also stricter with sustainable criteria, requiring many companies to stop testing their products on animals. “This shows opportunities in which managers can operate in their markets here in Brazil,” he notes. “Today, with the digital world, there are many voices that constantly dialogue, and we seek to monitor them and provide communication managers so they can work better.”