On May 28th, Strands CEO Erik Brieva delivered a keynote address at Festibity 2015, the annual celebration of information technology and communications hosted by the Barcelona School of Informatics (FIB) and its alumni association. Now in its 13th year, the event was held at the legendary Camp Nou stadium, home of FC Barcelona.

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The theme of Festibity 2015 was Big Data – a relatively new concept that has brought about major changes in our lives and culture.

Erik, who also serves as academic director of UPC’s “Lean Startup Creation” program, was in good company last Thursday with an impressive lineup of speakers. Among them were Marc Torrent, Director of BigDataCoE, Didac Lee, Board Director of Technology at FCB and Vincent Guallart, the City of Barcelona’s Chief Architect.

Also in attendance was Nuria Castell, Dean of the FIB, as well as Barcelona’s Mayor Xavier Trias and Felip Puig, Counselor for Enterprise and Employment of the region of Catalonia.

“When you can take a big mess of seemingly random data, and generate real value, it is a very powerful thing”, explained Erik. “We at Strands have managed to harness this through our machine learning algorithms, the true secret sauce of Big Data”.

When asked about its application to the retail business, Erik answered that Big Data processing allows merchants to show “the right product to the right customer at the right time, with the right price.” It can offer actionable insights by revealing “both positive and negative behavioural patterns of customers,” he said.

See the official photo gallery from the event here.

To learn more about Festibity, visit festibity.com or follow @festibity on Twitter.