GONZALEZ MARTÍNEZ, ROCÍO
Degree in Mathematics from Universidad Complutense de Madrid, Master's Degree in Education (Specialization in Mathematics) from Universidad Camilo José Cela, and PhD in Data Science from the Faculty of Statistical Studies at Universidad Complutense de Madrid.
As the founding partner of Analyticae Data Mining, she brings over 25 years of experience developing machine learning models tailored to marketing, customer lifecycle management, CLV, and CRM. Her client portfolio includes prominent organizations such as IKEA, Sacyr, Acciona, Bobo Choses, Luxury Rentals, Grupo Vidawa, among others.
In academia, she serves as an Associate and Honorary Professor at UCM (Department of Marketing and Market Research, Faculty of Statistical Studies). She is also a professor and coordinator for the Master's in People Analytics at UNED, and teaches in the Master's in Data Science for Business at ENAE Business School. Her additional credentials include a specialization in Marketing Automation from the University of La Rioja, a SALESmanago Certification, and an Expert Certificate in Neuromarketing from the University of Alcalá de Henares.
Publications by Rocío González Martínez:
2021
- An RFM model customizable to product catalogues and marketing criteria using fuzzy linguistic models: Case study of a retail business.
- The new fuzzy RFMD model. A method to identify new customer profiles due to an increase in online activity. Case study of a retail business.
2019
- A comparison between fuzzy linguistic RFM model and traditional RFM model applied to campaign management. Case study of a retail business.
