Miguel Cruz (Reale Seguros) one of the Speakers at the Data Management Summit in Madrid

Spanish Version

We are revealing day after day all those professionals who are going to participate with their lectures within the most important event of Data Management. For the first time, a forum tries to focus on Data Management in its entirety, from governance, through security, cloud, machine learning, data virtualization and much more. Today we present Miguel Cruz New Business Director (a member of the Executive Committee) de Reale Insurance

Tell us a little about your professional career

My background is based on two main sectors, Telco and insurance. At the beginning of my professional career, I had the opportunity to participate in the launches of Airtel Móvil (now Vodafone) and Uni2 Telecomunicaciones (now Orange). 

Then move on to the insurance sector. In Segucaixa Adeslas as Director of Alternative Channels, in Cigna Life Insurance as Director of Marketing and in Reale as, once again, Director of Marketing and Clients and for the last year as Director of New Business. In the latter two companies, as a member of the Management Committee in Spain.

What are your challenges, what do you like to do with the data?

The main challenge in all organizations is to make data a business value by defining highly segmented marketing strategies.

Do you think companies have the right culture to manage data differently?

To be a Data-Driven company or, in other words, to have data as the epicentre of actions. In fact, it is not usual for organizations to empower their workers to apply data and analysis to the resolution of business problems.

Having the right culture to manage data differently means seamlessly managing the four most relevant pillars in this regard:


  • Integrated data management and support
  • Good data quality
  • Analysis tools
  • Ability to drive action from analysis


What are the most important challenges for CIOs, CDOs, CTOs in 2020?

More and more data is being obtained, of a very different nature and from different channels. The information can be in text, videos or photographs and reach through social networks, websites or multiple platforms. So, how can these multi-structured data be collected? How can they be analyzed? This is today one of the biggest challenges facing Big Data and, therefore, the CIOs, CDOs and CTOs.

What do you want to talk about at the Data Management Summit?

How the use of data is transforming different industries and predicting results until recently unthinkable. 

From the beginning, you have supported the event Why?

Because I consider that Deyde is a reference in the world of data management and it is a pleasure to be invited to give my contribution to this event.


Miguel Cruz (Reale Seguros) entre los Ponentes del Data Management Summit de Madrid

English Version

Vamos desvelando día tras día todos aquellos profesionales que van a participar con sus ponencias dentro del evento más importante del Data Management. Por primera vez un foro intenta enfocar el Data Management en su totalidad, desde la governance, pasando por la seguridad, el cloud, el machine learning, la virtualización de datos y mucho más. Hoy presentamos Miguel Cruz Director Nuevos Negocios (miembro del Comité Ejecutivo) de Reale Seguros

Háblanos un poco de ti de tu trayectoria profesional

Mi background se fundamenta en dos sectores principalmente, Telco y seguros. En los comienzos de mi carrera profesional, tuve la oportunidad de participar en los lanzamientos de Airtel Móvil (actual Vodafone) y Uni2 Telecomunicaciones (actual Orange) 

Con posterioridad, pase al sector asegurador. En Segucaixa Adeslas como Director de Canales Alternativo, en Cigna Life Insurance como Director de Marketing y en Reale como, nuevamente, Director de Marketing y Clientes y desde hace un año como Director de Nuevos Negocios. En estas dos últimas compañías, como miembro del Comité de dirección en España.

Cuáles son tus retos, qué es lo que te gusta hacer con los datos

El principal reto en todas las organizaciones es  hacer de los datos un valor de negocio logrando definir estrategias de marketing altamente segmentadas

¿Piensas que las empresas tienen una cultura adecuada para gestionar los datos de forma diferente?

Ser una compañía Data-Driven o lo que es lo mismo, tener el dato como epicentro de las acciones. De hecho, no es habitual las organizaciones que facultan a sus trabajadores para aplicar datos y análisis a la resolución de problemas empresariales.

Tener una cultura adecuada para gestionar los datos de forma diferente implica manejar a la perfección los cuatro pilares más relevantes en este aspecto:

  1. Gestión y soporte de datos integrados
  2. Buena calidad de datos
  3. Herramientas de análisis
  4. Capacidad de impulsar acciones desde los análisis

¿Cuáles son los retos más importantes para los CIO, CDO, CTO en 2020?

Cada vez se obtienen más datos, de naturaleza muy distinta y de canales diferentes. La información puede ser en texto, en vídeos o en fotografías y llegar a través de redes sociales, webs o múltiples plataformas. Así pues, ?Cómo se pueden recolectar estos datos multi-estructurados? ¿Cómo se pueden analizar? Este es hoy en día uno de los mayores retos a los que se enfrenta el Big Data y, por ende, los CIO, CDO y CTO

¿De qué quieres hablar dentro del Data Management Summit?

Como el uso de datos está transformando diferentes industrias y prediciendo resultados hasta hace poco impensables. 

Desde el principio has apoyado el evento ¿Porque?

Porque considero que Deyde es un referente en el mundo de la gestión de los datos y es un placer ser invitados por ello a dar mi aportación a este evento.

DEYDE is sponsoring the Data Management Summit in Spain and Italy

Italian VersionSpanish Version

The international event dedicated to data management professionals will take place on 17 September at the Department of Economic and Business Sciences of the University of Pavia and on 16 October at the Polytechnic University of Madrid. The multinational company DEYDE, dedicated exclusively to the development and commercialization of data quality solutions, will sponsor the DMS editions in Italy and Spain

Formed by a team of professionals with more than 30 years of experience in innovative technological solutions to improve data quality and with offices in Spain, Mexico, Colombia and Chile, the Spanish company also seeks to expand its presence with Data Quality solutions in the Italian and Portuguese markets. More than 300 large companies around the world already rely on DEYDE to optimize the quality of their data through products such as MyDataQ, a solution adapted to different markets. 

What does MyDataQ do?

Standardization: Cleaning, standardization and correction of the contact data of your customers to add more value to the business.

Deduplication: Identifies existing duplicate records in the database, even if they are not identical, to have a unified view of your customers.

Enrichment: Enrichment of the data with geographic information that allows you to improve the knowledge of your client and its environment.

DEYDE will be present with a stand in both editions where you will be able to show the effectiveness of your products. «DEYDE’s vision is specialization and excellence in the Data Quality processes that we offer to our clients, in order to obtain the best results with the highest level of quality«, said Luis Martinez, General Director of DEYDE, «Our customer portfolio has more than 300 large accounts both nationally and internationally, which strengthen the solvency of DEYDE by the experience acquired during the last 18 years in which billions of records have been processed«. 

«It is a pleasure and pride to have DEYDE sponsorship for both events,» said Michele Iurillo, founder of the Data Management Summit, «a solid and benchmark company in the field of data quality that has also helped us find the best DQ case for the event. Data quality is the basis of any data processing, years of experience in Business Intelligence have taught me that standardization processes are the most important to transform data into information.”

Why DMS?

The challenges of self-service BI, machine learning, and artificial intelligence will dominate the future of data. Each day will allow participants to immerse themselves in the latest data news and analysis, focusing on emerging technologies that will offer the greatest opportunities for impact within the organization.

The events are free, but with limited places and each application will be evaluated by the admission committee formed by the organizers. Selections will be made using the LinkedIn profile.

The program includes several technical presentations on Data Management, Data Governance, Data Quality, Security, Analytics, Machine Learning and Cloud Computing, among others.


We have chosen the Department of Economic and Business Sciences of the University of Pavia as the partner of this Italian edition. The DMS has always sought contact with the university world: the Spanish edition will be at the Universidad Politécnica de Madrid.

The mission is to create an exclusive event to guide the data management community in the technological landscape by talking about solutions and not platforms. The event aims to be an open discussion forum for sharing experiences and use cases. A bridge with the academic world and new generations who want to provide experience and learn from what is really done in companies in the field of data.


The Italian Data Management Summit will be held on Tuesday 17 September from 9.00 to 17.30 at the University of Pavia. The Spanish edition will be held on Thursday 16 October from 9:00 a.m. to 5:30 p.m. at the Universidad Politécnica de Madrid.

How to register

Request to participate in the event following this link.

Only CIO, CDO, CTO, System Directors, BI Manager, IT Consultants, IT Department profiles will be accepted. It is mandatory to insert the LinkedIn profile in the form. Completion of the form will not be considered admission. Admissions will be confirmed by email before the event. All faculty and students of the different faculties are also admitted to the event once registered on the site.