From the point of view of digital transformation and data use, the testimony of Riccardo Polizzy Carbonelli was included in the HR&DM master’s degree.. It was very interesting and educational to understand the impact of digital transformation on the use of data for the purposes of audience targeting carried out in accordance with the security and privacy regulations. What has emerged is in line with the key themes of the master’s degree, starting from the approach and management of change to the application of digital transformation from the point of view of qualitative improvement: the optimization of processes impacted on all players with significant advantages throughout the chain aimed at a better user experience.