Rosalpina Wong CO-FOUNDER & COO, DESCIFRA

Can you explain the added value you offer at DESCIFRA?

DESCIFRA was first established in 2012 to help SMEs to have information and, with this data, make better decisions that would allow them to stay in business. Along the way, larger companies started calling us to do this and help them understand the characteristics and differences between each market. What makes us different? Well, there are several things. Firstly, we deliver information through a geographic platform. It means that we do not give the client a fixed strategy, but rather the clients create their own strategy with information and modify them as they wish. Another difference is that we have not only static information, but also work with mobile fingerprint data. This allows us to combine what we call the physical world with the digital world. A third difference is that we convert the information into specific insights. Customers enter the information of their current locations with the sale they would like to predict, and within half an hour they have the predictive model with a high level of accuracy.

What sectors are currently most in demand?

Due to the new legislative landscape, there is a significant expansion of small, medium, and large companies in telecommunications in Mexico. In addition, because of the pandemic, e-commerce has increased significantly. Meanwhile, so-called dark kitchens that carry out delivery have to decide where to locate themselves. Regardless of the sector, companies today are much more conscious of working with information and data as we live in a world of uncertainty. This data gives you a bigger picture.