Rugby, networking, rugby, networking, rugby, rugby and rugby.

Written on December 12, 2017 by Campus Life in Sports

MBAT – HEC Paris May 2017

IE Rugby Club is where I met most of my IE friends from other intakes, sections and programs” (Argentinean from IMBA Jan2017 Intake). We train every Monday at Hortaleza Rugby Club and we organize extra activities to foster team building.

November 4th, we coordinated to have various IE players in a match with Lions. We had a great game winning putting in almost 50 points. International Relations Kiwi import Nick Hutton won man of the match.

November 11th was an international rugby day. Most of the team assembled at James Joyce Bar to see several international test matches and have some drinks. We had our captain Adam Mitchell-Heggs celebrating a victory of England vs Los Pumas of Antonio Feeney. Our Sprinboks Qhawe Ngonyama and Dirk suffered the match between his national team and Ireland. We all ended up on a classic beer contest with Samuel Lewis Ksiazkiewicz and Robert Hilliard as US reps and the September intake showing outstanding skills for this.

This was a fantastic way to finish a year in which we had second places in MBAT and IESE Games. Looking forward to new challenges!

Let’s continue playing, having fun and networking!



IE Rugby Club

Written on December 12, 2017 by Campus Life in Other Activities

July 3rd, 2017

In July 2017 the rugby club organized a training session for non-rugby players. This training session was attended by 25 sports enthusiasts from more than 15 countries. We did this session together with the Lions Club at Hortaleza Rugby Club. The session included rugby coaching exercises covering the basics of all aspects of the game including passing & handling, rucking & mauling, the scrum and more. We closed the session with the traditional touch match and the never absent beers!

September 18th, 2017

September marks the beginning of a new intake from almost all Masters programs at IE! We had players from IMBA, MIM, MIF, Big Data, International Relations, LLM, and cybersecurity, among others. After a few weeks for soft landing of new students, Rugby Coordinators coordinate the first after summer session of the best networking club at IE… IE Rugby Club.
This training session was attended by students from all programs and from 5 continents. The objective was to introduce ourselves, so we split the training from Lions at Hortaleza Rugby Club. At the beginning, coordinators we have coordinators the different programs helped organizing ten basic training exercises and asked about the rugby experience of new comers. We concluded the session stretching with Lions and conducting the stretch in 10 different languages. Great first session guys, WELCOME!



Digital Transformation in the Sport № 1

Written on December 12, 2017 by Campus Life in Other Activities

Rapid digitalisation seems to be a trend in every industry. It has transformed event the sport industry, especially football/soccer – the sport № 1 on the planet.

As in the other businesses, by digital transformation, football clubs optimise their logistics and financial processes, but mainly it affects its interactions with its fans and players. Moreover, it is very important to emphasize that not only on – field performances of teams matter, but also their capacity to create a strong brand identity and awareness. Team supporters are principal customers of any sport organization, and their loyalty and good relationship are crucial for a business of this sort. Today fans cooperate with their favourite soccer teams in different ways: by tweeting about their heroes, monitoring news on social media, following players on Instagram, etc. These mediums can be used by clubs to create a special ecosystem with their fans and direct their marketing instruments straight on aficionados. Leading football clubs are creating special mobile applications for their supporters with video streaming, games and players’ statistics, surveys, etc. Clubs, tracking data of their fans, have a god opportunity to develop their content, communicate more effectively with target customers, and increase brand loyalty. Moreover, applying big data analyses, for example, analysing correlations between weather data and ticket demand, will help clubs with pricing strategies, as to when it will be worthwhile to lower or increase expenses for marketing campaigns and indicate the ideal time to offer ticket promotions.

Digital transformation impact how soccer clubs interact with their main assets – the players. The process of searching and buying players is not easy, it almost always requires great amount of time, detailed analysis of statistics and scouts’ involvement. “Moneyball” paradigm is a good example of the importance of big data and necessity of profound analytics in the future of such a sport. Therefore, usage of new technologies, software, efficient processing of information are now activities that are inevitable in terms of optimization of this process. Special modern devices such as hi-tech cameras, sensors and wearables can track every aspect of the performance of a particular player and form the basis for statistical data, which then in turn can be used by managers (for assessing the players’ performance) and coaches (for increasing or declining work-loads and developing training programs). In this field we can give the following examples: famous English golf-player Luke Donald and former football player, Luis Figo developed the Network90 (“LinkedIn for football players”), FIFA created the “FIFA Transfer Matching System” – global online platform to govern trans-border transfers and presenting the statistics of transfers for obtaining transparency in the world of football and make interaction between clubs and sport associations more effective; innovations like Google Glass are being utilized for data analysis of sportsmen trainings.

New technologies are also applied in the sphere of sport medicine, for avoiding possible injuries. Specialist companies such as Zephyr, Omegawave, Firstbeat and Catapult developed special sensors that contribute to collection and analysis of biometrical data and record physical activity of sportsmen. These gadgets collect information and deliver detailed assessment, that can be very helpful for preparation of individual plan of exercises for a particular soccer player.

Summing up, and referring to a “PwC report about digital transformation in sport sector” ( https://www.pwc.ch/en/publications/2016/Pwc_publication_sport_footbal_digital_transformation_aug2016.pdf ) we can infer that in the sport industry and especially in football sector, the following main drives set the pace: need of use of more analytics, the admission of digital means for networking, communication frameworks of football clubs, advanced digitalisation of the market.

And for staying on top, club managers ought to concentrate the strategic development of their organisations on the following key aspects: accumulate financial resources to advance their digital transformation and to control their fan base and actively interact with it.


Jesus Martin
Chief Data Officer at The Cocktail and Associate Professor at IE School of Human Sciences and Technology
From: Madrid, España

One of the passions I have always had is observing how the world can be improved with data, how many phenomena can be understood and better decisions can be made by using analytics. While I was studying at the University, I asked one of the professors to collaborate with him to facilitate practical activities to students on financial economics with spreadsheets software. This was my first teaching experience ten years ago and something that I will never forget. Those thoughts around data and analytics have evolved to dream of a future in which we could all live in a better world having technology doing everything that a machine could do with data and leaves us room for whatever needs more than data to be achieved.

This passion has been always developed in parallel with my fascination about digital and how the world changes by having easy access to endless information and communication. Before finishing my studies on Business and Law, I deeply enjoyed designing and building websites as well as learning all about digital marketing that I was not learning in my studies.

I did not expect these two passions would come together so smoothly as when I started working at Google Spain in 2010. I realized how data, analytics and digital marketing can work together to improve the experiences that a brand, an organization or a government provide to the world. Amazing things can be done with the right approach and the proper technology and making this happen is what I realized I wanted to spend my time on.

Looking back, I realize how lucky I am. Now, working at The Cocktail as Chief Data Officer, we define how data and analytics can be used to improve the business of our clients with a true focus on the end user, and teaching Digital Analytics and Marketing Intelligence at the IE School of Human Sciences and Technology are achievements that I could never imagine a few years ago. Thinking about the people that I have found in the path, having lived in three continents and collecting amazing experiences along the way is amazing but in my mind there is always the mantra of “the best is yet to come”. Nevertheless, what really makes me get goosebumps is to think about my year old baby and my wife who are always pushing me higher.

At the IE, I teach courses on understanding the digital data ecosystem at the Market Research and Consumer Behavior master and how data can be used to improve marketing at the Business Analytics and Big Data master. I have been teaching at the IE for three years and my main challenge is to have students become passionate about data and digital marketing. Same passion is applied to the projects that we at The Cocktail develop with the IE to define and implement how different marketing channels can be optimized to improve business goals. Hopefully, my IE Blueprint lasts for a long time and the digital revolution through data is continuously adopted at IE to generate competitive advantages that make IE more and more relevant in the world.

Bio: Jesús Martín is Chief Data Officer at The Cocktail and Associate Professor at the IE School of Human Sciences and Technology, teaching digital and marketing analytics. He worked at Google four years holding different positions at the Global Business Operations team in Madrid and New York, working with large companies to make the most of their digital marketing efforts. Spanish with international perspective, he holds an MBA from INSEAD, studied Law and Business at the Rey Juan Carlos University and worked at its Applied Economics department as researcher and lecturer. He also studied the Superior Degree of Music at the Royal Conservatory of Madrid, specialized in contemporary accordion and has played in several chamber groups and music bands.


A week ago, the IE Blockchain Club hosted a workshop on the usage of cryptocurrencies. Together with Alex Casas, IE Alumni and Founder of Shelpin, and our coordinator Nikita Khudov, we discussed the evolution of money, blockchain technology and its value for the society. We also explained the history of bitcoin and how bitcoins are mined.

After the presentation, our partner Airbitz provided us with some bitcoins which we distributed to the attendees. We conducted a practical workshop and explained how people could buy or receive cryptocurrencies, how can they use them and most importantly, how they can store them. This was our third event this year and it was very well attended. We hope that the journey into the new world of the blockchain-economy has started for our members.

Great thanks to Alex and our partners for their help in the organization of this event.

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