TechTalks | Data Analytics for Business Growth

We are kicking off TechFems events for this fall with a Data Analytics session at Dow Jones 📈, open to everyone.

⚠️ Make sure to arrive before 6:45 PM. No one can enter the building after that ⚠️

Agenda
6:00 PM - Door opens and welcome 👋
6:30 PM - Talks Start
8:00 PM - Socializing & Networking with refreshments and snacks

🗣️Talks

1️⃣ From Data to Deals: How Analytics Powers Cross-Sell
What if you could know the next product a customer is most likely to buy?
In this presentation, we will explore one new analytics model built to do just that: use data to understand correlated spend and pinpoint the most promising cross-sell opportunities. Learn how the team came up with this project and how it is helping the Sales team to work smarter and grow Dow Jones' business. We'll also share our plans for expanding this powerful method to the DJ Energy business.

🎙️ Maria Peco is a Data Analyst for the B2B products of Dow Jones. She graduated with a Bachelor in Business Administration and discovered a passion for data and technology that led her to the field of Data Analytics. She later deepened her expertise with a Master's degree, widening the technical skills needed to transform data into strategic business insights, such as Python and SQL. She is passionate about leveraging analytics to drive key decisions and solve complex business problems.

🎙️ Jonas Coelho is a Data Analyst for the B2B products at Dow Jones. With a degree in Law with a minor in Applied Mathematics, and a Master's in Public Policy, he is interested in using data analysis to support and improve the decision-making process. Before his current role, he worked for five years as a Data Scientist, including many projects of social interest, such as the Data Science for Social Good Fellowship in 2022.

2️⃣ Turning Data into Business Insights: Data Science in PepsiCo’s Digital Hub
What if you could measure if a marketing action, a social media campaign, an in-store display, or a promotion, really drove sales? In this talk, I’ll share how in PepsiCo’s Digital Hub, we’ve built a Measurement Engine, an A/B testing framework based on a causal inference technique with Bayesian models to quantify the effect of a specific action, from marketing campaigns to in-store initiatives and beyond. This engine provides a structured way to assess impact in complex systems, enabling teams to evaluate whether an action truly worked or not. I’ll take you through the journey of developing this engine, from designing the methodology to making it scalable and user-friendly. Along the way, I’ll also reflect on the role of cross-functional collaboration, lessons learned in turning data science into actionable business insights, and how projects like this fit into the broader data science ecosystem at PepsiCo.

🎙️ Maria Jose Curiel is a Data Science Analyst at Pepsico with an engineering background, experienced in delivering AI, Machine Learning, and Big Data solutions that drive measurable business impact. Skilled in developing POCs, forecasting models, and reusable frameworks that scale across global markets. Proactive and collaborative professional, recognized for strong problem-solving, commitment, and communication skills in cross-functional environments.

Event language:

• English (many attendees also speak Spanish and other languages).

Who can join?

• 👭 This event is open to everyone.
• Whether you’re a student, job seeker, or tech professional, you’re welcome here!

Address
Dow Jones: Av. Diagonal, 123, Sant Martí, 08005 Barcelona https://maps.app.goo.gl/Vp5s9DLvGzzZpquE6
The closest Metro station is Poblenou, L4.

Venue Information:

• Wheelchair accessible.
• NOT suitable for children.
• If you prefer not to be photographed or recorded, let our media team know.

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