Ronald Boucher runs the Simbiotic consultancy. He works with B2B and B2C companies as an expert in Socio Digital Marketing and consumer behaviour. He is a research professor and Head of the Digital Expertise and eCommerce Masters at ISTEC. He holds a PhD in organisational sociology and a DEA in marketing and NTIC, and is a specialist in service and digital marketing, an expert in omnichannel customer journey analysis and in strategies for influencing web users and digital communities.