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Getting value from data science in the Telco business: the journey of Vivo Data Labs — Paula Fadul (Telefonica)

For those who had the chance to take a closer look, we can agree that data science may not be the holy grail of our today’s companies, but it provides the right questions and propose better ways to achieve their goals. The point is: making our business truly smarter using data is no simple task. In this presentation, we will go through the main challenges faced by the data scientists team since its creation and how we could leverage disruptive changes in our business process, technology definitions, organizational structure and culture. Finally, we will provide a brief overview of the most relevant use cases we have delivered inside the company and the roadmap we have ahead.


Paula Fadul is senior manager of Data Labs team at Telefonica Brazil. She joined Telefonica in January 2008 when she first started her career, and she had worked with Advanced Analytics since then being part of the evolution of Business Intelligence and the adoption of Big Data in the company. Paula holds a B.S. in Electrical Engineering from Universidade Federal de Uberlândia, a Master in Marketing Management from Insper and also a post-graduation in Digital Telecommunications Management from Universitat Politecnica de Catalunya, Spain.