Pilar Hernández

Pilar Hernández

Data Consultant

Data collected without a purpose and without proper processing is virtually useless and becomes an expense that quickly escalates. It is not until we give it a sense and enrich it intelligently that we can truly consider it an investment; and discover the often surprising stories it holds.

Considering our data as one of our most critical corporate assets is imperative. Monitoring customer interactions provides a wealth of knowledge to guide our marketing, sales and product development efforts, while monitoring internal processes generates valuable information to optimise operations and improve productivity.

This knowledge value chain is composed of technical and non-technical components. It includes business processes and understanding that a systematic approach allows us to put data-driven predictive models into production through a strategy tailored to each business objective.

Once we have extracted the relevant insights from the predictive models, the next crucial step begins: turning this information into action to generate measurable business impact

This requires three key aspects: 

  1. Understanding the business environment we operate, our acquisition, sales and loyalty processes.
  2. In-depth knowledge of the different profiles and purchase drivers of each customer segment to which we direct our advertising campaigns.
  3. The creation of tools that automate or facilitate decision-making.

At Making Science, we have been innovating in this context for years with Gauss Smart Advertising. This machine-learning solution optimises your advertising campaigns on digital platforms (Google Ads, DV360, Campaign Manager and Meta, among others), making the most of First Party Data (from CRMs, call centres or other available data sources) and managing to improve sales ratios by 20%.

Technology geared towards automation and activation


Discover the state of data maturity of UK companies in the latest Making Science research and our recommendations for getting the most out of your data and marketing efforts.