Bernardo Lares
GSK, Operational Excellence Lead
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Bernardo Lares, based in Madrid and contributing to GSK's Finance team, is an enthusiastic advocate for data science, automation, visualizations, and R. With a focus on Marketing, Pharma, and FinTech sectors, he applies data science to solve real-world challenges, aiding users and clients in maximizing the value of their data. Bernardo has crafted numerous R packages, with GeMMMa being his current standout project. During his tenure at Meta, he played a crucial role as the lead developer of Robyn, a tool empowering businesses to semi-automate marketing mix models (MMM) using open-source solutions. GeMMMa has evolved into a pivotal interface at GSK, facilitating the global scaling of MMM. Finance Partners now leverage GeMMMa to take ownership of their brands and manage projects end-to-end, regardless of their technical coding proficiency.
GeMMMa: leveraging open-source solutions to scale MMM
GeMMMa, a powerful R and Shiny-based package, is revolutionizing the deployment of Marketing Mix Models (MMM) at GSK on a global scale. Finance Partners can seamlessly manage end-to-end projects, regardless of their coding expertise. This cutting-edge tool enables in-depth analysis, addressing crucial business queries on attribution, incrementality, and budget optimization. GeMMMa's dynamic interface harmonizes technical intricacies with user-friendly functionality, fostering collaboration and empowering users to navigate MMM complexities confidently. This innovative solution propels GSK towards data-driven decision-making, providing invaluable insights into market dynamics and contributing to strategic decision-making worldwide.
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