Laura Sáez-Ortuño

Laura Sáez-Ortuño is an Adjunct Professor in the Business Department at the University of Barcelona, Spain, and IQS. She teaches business in the Computer Science and Math faculty at the University of Barcelona and Principles of Digital Marketing at IQS. Her scientific journey began in 2003 when she joined the marketing team at DSM Bakery Ingredients, a multinational bakery ingredient company. During her time there, she conducted market research and participated in projects funded by European funds, aiming to identify trends and develop innovative products. Since 2017, Laura has been a principal investigator for various projects, including CoRegistros Advanced Intelligence, CoRegistros Balanced Scorecard, and User Trend Predictor. These projects focused on business intelligence and antificial intelligence and were part of the C.D.T.I.-PID call and the rest were co-financed by the European Regional Development Fund. In addition to her professional endeavors, Laura defended her Master's final project titled "Innovative Economy or How to Approach a Construct" in June 2017. She is PhD in Marketing focusing on the collection of personal data on social networks at the University of Barcelona. Her research interests revolve around digital marketing, social media, and data collection, with a particular focus on user behavior. Laura has been actively involved in leading R&D projects related to big data, artificial intelligence, and machine learning in the field of data collection in digital marketing. The results of Laura's thesis have been published in three papers indexed in the Social Sciences Citation Index (SSCI). In 2022, she joined the consolidated research group in Marketing and Market Research at the University of Barcelona and collaborated with various departments and researchers on projects such as "UB AppChallenge: Creating Applications for the Society of the Future." Laura has also been involved in the startup ecosystem, co-creating five successful start-ups, with three in the technological sector. She has presented her research at international conferences and received recognition for her work, including being a finalist for the Best Paper Award in the Marketing category at ACEDE2023. Overall, Laura's scientific journey combines teaching innovation, corporate experience, entrepreneurial ventures, and academic research in the field of consumer behavior analysis and motivations in online social networks. Her contributions have led to publications in reputable journals and presentations at international conferences.