Former journalist Cristina Astorri has plunged headlong into the online world, working at a range of market-disrupting startups including LivingSocial and minicab booking app Kabbee. She notes that keeping continuously up-to-date with the latest digital tools and trends can be challenging but says her light-bulb moment came when she realised the level of insight and precision in marketing campaigns she gained as a result. She says her biggest challenge right now is “to compete with the fastest growing company ever seen”, referring to Uber, but long term “it’s to constantly analyse and use the great amount of data available and focus the attention on what moves the needle”.