Alexandra Machas

Alexandra Machas

Managing Director at Scopen
Lisbon, Portugal

About me

Currently, Managing Director at SCOPEN - multinational consultancy company, specialized in communication research. Before, Brand Intelligence & Research Director at SCOPEN-Portugal. Responsible for market research studies, data intelligence and strategic insights for major Advertising Brands, Agencies and Media players in Portugal (since 2008).
Main products: BRAND SCORE, BRAND SPONSOR, AGENCY SCOPE, MEDIA SCOPE and customer satisfaction models, campaign efficancy and BRAND EQUITY impact and measurement.

Before, University Professor for economics and management (1993-2014); Vodafone manager for Customer Insights, responsible for the strategic market research models, customers satisfaction, profiling. Few years later… the world of Intangible Brands, responsible for Brand Modelization and strategy.

I’m Data Science professional that combines Business Intelligence & Market Research to the world of Brands and Communication. Responsible for developing strategic insights, KPIs, trends, customer’s profile, definition of key indicators for brands, data collection and surveys, reporting and dashboards.

Multidisciplinary skils: Degree in Economics, Master in Information Management specialization in Data Analysis and Research, Graduation in Communication, Graduation in Monetary and Stock Markets.

Statistics and Math knowledge: Econometric and data analysis methods, clustering, structural models (SEM-Path Modelling), marketing models developer, business intelligence, information management, market research and survey.

Database and Business Intelligence knowledge: Dashboards, SAS guide, SPSS, SQL server, Power BI, XLStats, Advanced XLS.

Business knowledge: Telecoms, Energy, Retail, Beer brands and Banking sector , as the main specialization application for Data Science and Market Research models.

Positions

Managing Director
Estoril, Portugal
April 2018 - Present (4 months)
Brand Intelligence & research Director
Estoril, Portugal
March 2008 - Present (10 years 5 months)
Associate Professor
Escola Superior de Comunicação Social
Portugal
1995 - 2013 (18 years)
http://www.escs.ipl.pt/
Director, Brand Strategy and Research
Interbrand
Portugal
2006 - 2008 (2 years)
Customer Insight and research consultant
VODAFONE
Portugal
2003 - 2006 (3 years)
LocationPortugal / UK

Education

Master's degree in Communication phD

2005 - 2008 (3 years)

Master’s Degree - Statistics and Market Research

1999 - 2001 (2 years)

Master's degree in Finantial Markets GradePos-Graduation

1995 - 1996 (1 year)

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