UB-IKI Media Chair on Data Engineering and Prescriptive Modelling
This chair promotes research and training on data analysis, as well as research and innovation in the fields of marketing and advertising.
Driectora
Presentation
The chair’s main objective is to promote a series of teaching, research, training, information and documentation activities in the fields of data analysis methodology, and marketing and advertising research and innovation. It develops econometric methodologies to optimize investment procedures in advertising media, customer response analysis, and management of the investment risks related to communication through traditional and digital media. The chair has a clear multidisciplinary vocation, stemming from its core objective of promoting knowledge and innovation in the field of media and communication. It also aims to encourage teaching, research and transparency regarding technology in the different fields related to economics and business studies, promoted by the UB’s recognized research group Risc en Finances i Assegurances (Finance and Insurance Risks).
Team
She is a researcher specialized in the fields of risk management and actuarial sciences. With a broad academic career, she is a full professor of the Faculty of Economics and Business of the University of Barcelona. Her field of expertise is actuarial statistics and quantitative methods applied to insurance and financial risks.
Doctor Guillén has greatly contributed to the development of actuarial models and risk management techniques, and is recognized on an international level for her contributions to the field. Apart from teaching, she has published numerous articles and books on these topics, and is one of the leading figures in applied research in the fields of insurance and finance.
