Data Analysis Essentials (edX)
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Catarina Sismeiro
Dr. Catarina Sismeiro is currently an Associate Professor of Marketing at Imperial College Business School, where she teaches in the full time MBA, Executive MBA, and in the Strategic Marketing Masters programme. She has taught and currently teaches in a variety of other programs including several MBA and masters in the US, Italy, and Portugal. Previously Catarina was Assistant Professor at Marshall Business School, University of Southern California and she received her Ph.D. in Management from the Anderson School, University of California Los Angeles. Before her Ph.D., Catarina studied and worked in Portugal and she obtained her Licenciatura in Management from Faculdade de Economia do Porto. She is also the founder and partner of NeodataGroup a company engaged in “turning audience attention into cash” and helping publishers and online content providers and general websites in improving their profitability. Catarina’s research interests include statistical modelling and testing, modelling of consumer and firm behaviour, and empirical studies of new technologies and digital Marketing. It involves significant interdisciplinary work with other fields like medicine and computer science, has won several awards, and has been published or is forthcoming at the Journal of Marketing Research, Management Science, Marketing Letters, and International Journal of Marketing Research. Recent projects include a study of online newspapers readers. The objective of this study is to determine whether users’ actions while visiting online social networks (e.g., Facebook) impact what they do and how much content users consume in online digital content websites. In another project, Catarina studies users of online travel agents to get a better understanding of the impact of search strategies, uncertainty, and deadlines on online search and purchase. Catarina has also proposed methods to improve predictions of online individual behaviour and purchase, subsequently adopted by companies in their website analyses. In these projects, Catarina uses data collected directly from the servers of collaborating companies and applies state-of-the-art statistical models and tools. Among the many awards received, she won the 2003 Paul E. Green award that honours articles published in the Journal of Marketing Research that contribute significantly to the practice of marketing research; in 2007 and 2008 her articles have also been finalist to the O’Dell Award, which is awarded to articles published in the Journal of Marketing Research that have made the most significant, long-term contribution to marketing theory, methodology, and/or practice; in 2007 Dr. Sismeiro was selected to participate at the Marketing Science Institute Young Scholars Symposium, an “invitation-only” event where young scholars of high potential are selected based on a survey of senior faculty worldwide.