The people behind the data

Every impactful data-driven decision is backed by a dedicated team who transform numbers into meaningful insights. This first piece marks the beginning of a series of short interviews spotlighting the people who make it all possible.

Hello, Teodora Dumitrescu! You are a lady data scientist. If you had to explain to someone who doesn’t know what this means, how would you explain it?

The explanation I most often give is that I play with numbers until I arrive at results that reflect the original data and from which I can draw meaningful conclusions. It’s like a math puzzle where disparate pieces of information are put together to tell a coherent story. We use data to identify patterns, trends and correlations that can help companies or organizations make informed decisions, guide business strategies or optimize processes.

What do you like about this job, what do you dislike or what challenges does it present? And why, if possible.

Mostly I like that everything is dynamic and challenging – every day brings something new to learn. Every project challenges me and helps me test my limits. On the other hand, it can be frustrating when an analysis has to be redone many times to get a meaningful result – sometimes I feel like I’m stuck in a loop. However, there are rewarding moments when you find an innovative solution or when a model predicts exactly what you expected, and that moment of success is worth all the hard work.

Do you think we should talk more about science and its role, and in what sense or why?

A definite yes, especially among women. It is true that there are women in STEM, but not enough. We bring an open and creative perspective to the field, even in the exact sciences, which are usually seen as rigid. I think it is essential to understand that the physical sciences can be extremely fascinating and applicable in real life. For example, in marketing, statistics helps us understand consumer behavior, and in other industries it can save lives (such as analyzing health data). We need to show how exact sciences directly influence society.

How do you see the impact of data and technology in everyday life? Can you give us some examples?

Data and technology are like a double-edged sword. On the one hand, they are a blessing: they help us anticipate customer needs, personalize experiences and make better, fact-based decisions. In marketing, that means more relevant ads and effective campaigns. On the other hand, we have data privacy risks. For example, algorithms can become invasive or amplify existing biases if not well controlled. I think we need to take a balanced and ethical approach.

What would you say to a child who would like to pursue a career in this field?

Although it is a complex job, it can be extremely rewarding. I would tell him/her that what you do can have a real impact in other fields and on people’s lives. Data is the language of the future, and learning to “speak” that language opens doors to countless fields: from technology to medicine, art or even sport. It’s also a constantly changing field, so you’ll always have something new to learn – and that’s what makes it exciting. The volume of information shouldn’t scare you; curiosity and perseverance are the most important things.

Please give us an example of a project or study where you were proud of your contribution.

I’m proud of every analysis I contribute to, but I recognize that the greatest satisfaction comes when I do a complete analysis from start to finish. For example, in projects such as Spot Power, Benchtools or Marketing Mix Modelling, I have had the opportunity to drive the process and see the impact of my work on the decisions made. It’s a great feeling to know that your work is making a difference.

Who are you when you are not working with data, what hobbies do you have?

I’d like to think I’m a balanced person. I like energetic activities, like dancing in a club or a day at an amusement park. But I also appreciate quieter moments, like reading an exciting book or having coffee with friends. I always try to use my free time to recharge my batteries and discover new experiences, while working on my personal development.

Would you like to do a feature on one of the topics or projects you are passionate about in the data science area?

Yes, I’d love to discuss the application of machine learning techniques in personalized marketing. I could see myself working on a project using clustering algorithms to create user segments and personalize product recommendations on online platforms. I’m fascinated by how data analytics can transform a general experience into one that is more personal and tailored to each person’s needs. I’d be happy to contribute to a post detailing this topic.

Thank you and good luck, Teo!

Photo @Unsplash and personal archive