“We want companies to know what their customers are saying about them”

Many companies have spent years collecting customer information without fully understanding what it can tell them. Every Google Maps review contains an impression, complaint, recommendation or signal about what works and what does not. The challenge, Marcos Díaz says, lies in reading that information systematically and turning it into decisions.

Díaz arrived at Purdue University in the United States on a tennis scholarship and graduated with the highest mark in his class. He later completed a master’s degree in Big Data, Data Science and Artificial Intelligence at Madrid’s Complutense University. “Although I knew a lot of theory, what I brought back from that trip was the certainty that it was time to create real value,” he recalls.

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Although I knew a lot of theory, what I brought back from that trip was the certainty that it was time to create real value.

That conviction led him to create OsData. The project grew from an uncomfortable observation: thousands of businesses received customer reviews every week on Google Maps but did little with them. “They read them to see whether they were good or bad. At best, they replied. But nobody was analysing them methodically,” Díaz says.

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They read them to see whether they were good or bad. At best, they replied. But nobody was analysing them methodically.

OsData’s ReviewsIA platform was built to turn review analysis into operational intelligence. “OsData turns what people say about you online into actionable information,” Díaz says. The aim is to help chains, franchises and companies with multiple locations detect patterns, compare branches and understand the real customer experience.

Businesses have become more adept at asking customers for reviews after a sale, visit or service. But using those reviews to improve an offer, identify operational failures or compare locations remains less common. Díaz sees that gap as the company’s opportunity.

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OsData turns what people say about you online into actionable information.

“One thing is to accumulate opinions, and quite another is to analyse them methodically to understand what customers are really saying, which problems keep recurring, which locations perform best and what consumers value most compared with competitors,” he says. OsData positions itself apart from marketing-focused tools that automate replies, send requests or produce basic charts. “We do not come from marketing. We come from numbers and data. Our starting point is to exploit that information and extract all the value possible,” Díaz says.

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We do not come from marketing. We come from numbers and data. Our starting point is to exploit that information and extract all the value possible.