Gratianne Valdez Quade launched an online database for missing and trafficked children
Digitization has changed the way businesses market their products. With the rise of online platforms the customer journey has become more complex, online and offline worlds have merged, and revolutionary marketing tools have emerged.Gratianne Valdez Quade has nearly a decade of experience in the digital marketing space. She says that for marketers in the digital era, the ability to harness big data is key.
When BusinessBecause last spoke to Gratianne, she was applying for a number of top business schools in Europe. Now, she’s halfway through the full-time Global MBA Program at France’s ESSEC Business School and is thrilled to profit from a 46,000-strong, international alumni network, which she knows will help fast-track her career within the digital sphere.
Gratianne started out in analytics at a digital advertising agency in New York, before spending several years working for non-profit organizations in Cambodia, where she launched the Digital Justice Project, an online database for missing and trafficked children.
How is marketing changing in the digital era?
Digitization has changed the way people shop and has given rise to a more complex customer journey, [which is] heavily influenced by online research and interaction.
With increasing internet penetration globally, there is a general trend towards the integration of the online and offline worlds. O2O [online-to-offline] marketing strives to reach customers at multiple touch points along their customer journey.
One example is L'Oréal’s Makeup Genius app, which allowed customers to augment their makeup testing options with a virtual makeover, utilizing smartphone video with a CGI-like overlay of makeup looks. The app drives customers to the built-in e-commerce store in the app, as well as to physical stores.
How important is big data in driving marketing strategy today?
There’s no question that big data holds a wealth of information and insight. Big data allows marketers to better understand the behavior of their customers. It can be leveraged for more targeted marketing and even allows companies to provide individuals with unique offerings based on their personal preferences.
The real challenge is not necessarily collecting, analyzing and interpreting the data, but finding creative ways to harness it, to connect with customers and bring them relevant solutions and products.
Why did you decide to pursue an MBA at ESSEC?
I wanted an international experience outside of the US and France was my top choice within Europe. ESSEC was the best cultural fit for me. Having met with students and staff, I immediately felt that I would fit in.
I knew I would have an edge in the French job market, as a degree from ESSEC is highly regarded.
How have you profited from your MBA experience so far?
My experience at ESSEC has been excellent, and I’ve grown and learnt a lot in the past six months. Having a smaller cohort — only 31 people — has made for a more interactive experience, and has really given me the chance to get to know my classmates and professors.
I have also greatly benefited from ESSEC’s large and international alumni network: I’ve found ESSEC graduates at every company that I have been interested in so far.
What was it like starting up the Digital Justice Project in Cambodia?
There is a dearth of data in Cambodia. Because of a lack of crime reporting, un-centralized record keeping and low capacity in law enforcement infrastructure in the region, there’s little data on exactly how many people are trafficked annually.
The Digital Justice Project is a database designed to be used by local law-enforcement and organizations to better document cases of the trafficking of children and facilitate cross-organizational co-operation on those cases. My co-founder had excellent working relationships with key Cambodian national police officials, which made collaboration possible.
The biggest challenge was procuring ongoing funding. The project is currently with Agape International Missions and I look forward to seeing it grow in the future.
How big is the issue of human trafficking in Cambodia today?
There’s no doubt that it’s a major issue.
Most Cambodians readily recount stories of a community member disappearing after migrating for work, of women and children coerced into the sex trade, or of people suffering in situations of bonded labor.
What advice do you have for MBAs looking to work in developing countries like Cambodia?
Do it! Employers value candidates that are flexible, creative, and who bring unique skills to the table.
Do your research and get in touch with professionals in the organizations and positions you are interested in, so you can understand what skills are needed and what you can bring.
Student Reviews
The best intercultural university
There are more than 50 nationality in the grade, so there are opportunities to interact with people from all around the world. In terms of academics, the BBA course offers diverse courses for the 1st
Creativity, adaptability and entrepreneurship
The Master in Management program at the ESSEC Business School allows the students to choose their courses accordingly to their preferences and their professional targets. We can also go through international exchange and take part in internships with companies that are also partners with the school. The school is also next to the city of Paris.
Top business school in France
Doing PhD in essec took some time, to be precise about five years. But the experience was very good and cost effective too. There are opportunities for the student for teaching assistantship and that helps both financially and in career. In the final year I could manage to teach marketing to M1 students and this helped shape my career
Great college
The program is well suited for early professionals with an engineering degree preferably or a degree in economics. I would suggest taking the ceasure irrespective of the experience level as it helps you take your time to adjust to the job market.
Good school in France
I am currently enrolled in M2 in Essec business school. I am specialising in marketing management. The Grande Ecole programme is valued in France and my school ranks very high up. There are a lot of opportunities for internships and CDD.
The program curriculum
BBA program. The program is really practical and useful, provide us many international opportunities. Like internship and humanitarian experience, and the flexibility is also really cool, we can choose different campus and tracks as we want.
International Course
This school is very international and business oriented. Highly recognized by the companies The campus has been renovated and is very functional and modern from now on. Excellent atmosphere. Reputation of essec is a plus
Friends, Career opportunities.
The program I did gave me the opportunity to start in Singapore. I got the chance to know all the students that started there and we bonded and made some friends for life. The career opportunities that ESSEC also gave me were unbelievable.
Practical and useful
I think the best thing about Essec is that it's not focusing on academics rather it emphasizes on future job mindset and professional experiences..
The classes are interesting and we have plenty of workshops attributing to different sectors..
The campus is very nice with a good cafe and wonderful library.
The only problem is the location of the campus. It's quite far from Paris.
Amazing experience! Must try
I think its a very amazing school with great and experienced faculty. Also the alumni network is very solid and useful. The school has a great balance of studies and work experience which is really essential for a student.
GBBA: Diverse, Enriching, and Career-Boosting
My experience at ESSEC Business School has been outstanding. The Global BBA program offers a rich academic curriculum and diverse learning opportunities. I appreciated the chance to study on different campuses, including an international exchange, which broadened my perspective. The social environment is culturally diverse and vibrant, enhancing both my personal and professional growth. The administration is attentive, constantly offering new academic and student life opportunities. The campus facilities and classrooms are excellent. I highly recommend ESSEC for its excellence, global exposure, and career opportunities.
ESSEC BS BBA REVIEW
The English track BBA program at ESSEC is simply exceptional. Courses are taught by internationally renowned professors who are experts in their field. The subjects taught cover a wide range of disciplines from marketing to finance, strategy and entrepreneurship. The English track is a major asset because it allows you to develop perfect mastery of professional English, essential in today's globalized business world. Some students love student life at Essec, which is one of the best in France, but it all depends on taste.
Great program, incredible school
I love almost everything about this school, from the student life to the academic program and the opportunities it provides.
I'm currently at the Paris campus, in Cergy, and I'm really enjoying it.
The BBA program is very rich and diversified, you can start with geopolitics and then finance, what I mean is that there's a great balance between the subjects in this program.
I was also lucky enough to spend a semester at the Singapore campus, and I loved that experience on the other side of the world.
ESSEC is also known for its dynamic and rich student life, with access to several parties a week and the various associations within the school.
If I could recommend just one school, it would be this one - I'm 100% satisfied.
Great experience
First of all, what I appreciate the most is the academic environment. The courses are extremely stimulating and are taught by high-level professors, often experts in their field. The diversity of subjects offered, ranging from marketing to finance, including entrepreneurship, allows you to acquire a complete and versatile education. The group projects, although sometimes stressful, are also an opportunity to learn to work in a team, which is essential in the professional world. One area that I feel could be improved is the management of student events. Although many activities are organized, I have noticed that some events can lack organization or communication, which can frustrate those who want to get involved. Better coordination between the different student associations and the administration could really improve the overall experience.
