As a Data Scientist and KTP Associate at Croud, Fernanda is applying her expertise in mathematics to innovate advertising measurement techniques. In her KTP role, she collaborates with academics from the University of Essex to push the boundaries of marketing optimization. Fernanda is currently focused on Media Mix Model (MMM) projects, where she evaluates and refines different methods to precisely attribute marketing impact. In addition to traditional MMM approaches, she is investigating the use of causality analysis to gain deeper insights and enhance marketing strategies. Her educational background, which includes a Master’s in Optimization and Data Analysis and Bachelor’s degrees in Applied Mathematics and Economics, provides her with a strong foundation for addressing complex data challenges.