Laura Bendayán


In this interview Laura Bendayán talks about her background, her job in Cabify Madrid and what it is like to work in Data Analysis. Know more about the facilitator of the EDIT.’s new International Workshop.

My goal for this workshop is to give participants the basic knowledge of the business intelligence tools, so they can take control of their data, automatize their reporting and focus into what matters.

Tell us about your academic and professional background. What made you choose in first place the Economy area? And how did your interest in Business Intelligence and Data Mining come about?

I decided to study Economics because I was really interested in the study of the decisions of the human, what should be the rational thing to do versus what we actually do and also because I was interested in entrepreneurship and there were some courses available.  When I started working in a Market Research Agency, I saw all of this analysis they did only with responses of people and it seemed so interesting to me that I decided later on to pursue a Master in Business Intelligence and kind of shifting my career path from Market Research to Data Analysis.

Do you have an established work routine? What tasks you don’t dismiss in your work or  daily life?


In the last months, some routines that have helped me a lot with my productivity are setting myself a list of daily little tasks that I can manage and blocking small chunks of time (for example, 25 minutes of non interrupted work) to work on this daily tasks list. This definitely has helped me to be more organized and focused.

What is the importance for agencies, companies and brands to bet on Data Analysis? As a data analyst, what do you consider to be the biggest challenges for a company like Cabify?

All agencies should work on their data infrastructure because this helps them build a source of truth and automatize their reporting, assuring accuracy and data availability to the rest of the company.  This makes the work of Brand, Social Media, Web and the rest of Digital teams easier, since they won’t have to worry into working with raw data and gathering several spreadsheets. This work should be done, ideally, between a Data Analyst and a Data Engineer.


On the other hand, most of the customers are looking for numbers, whether it is total positive comments for a social media campaign or the return of their investment.  Having a data infrastructure definitely allows agencies or brands to give an extra, improve their image and even improve their customer retention and counting on a data analyst who can help you with how to get the best of this information is highly recommendable. 


Regarding Cabify, in my opinion, the biggest challenge is to upscale our capacity to provide data as fast as the company needs to keep growing.

In your perspective how is the international labor market in the Digital Marketing area? Is there a growing need for specialized professionals?

Yes, there’s a growing need for Digital Marketers.  In recent years, most companies are using their budget to work on online advertisement, rather than online and this has opened an opportunity for these professionals.  And I’m convinced that this new professional that companies are looking for not only has to be a great marketer but also has to be data driven, and tech savvy.

   In your opinion, what would be the main Digital Marketing and Data Analysis trends in the next few years?

One of the biggest trends that we can’t ignore is Artificial Intelligence (AI). It has caused such a big impact that it has even been used by Digital Marketing engineers for tasks such as Programmatic Advertising and Chatbots.  It is also impacting the data world, a lot of tools are now using AI to automatically improve their performance.

What is the best way to be always updated in the digital world?

My favorite source of specialized media (whether it is from Digital or Data) is Medium. Teams from some of the larger tech companies, such as Airbnb and Lyft, share their business cases.  I also follow top voices of my category of interest on LinkedIn and try to keep up updated also by reading the latests books in any area I would like to improve. At this moment, I’m reading Storytelling with Data from Cole Nussbaumer Knaflic.  Hope to get some great tips from this book to share with all the workshop attendants.

 Do you have any professional goal to fulfill?

At this moment my biggest goal it is to lead the construction of a Data department from scratch.  It is very rewarding to build data products and see how they impact people and make their work easier.

In your opinion what skills and knowledge should a digital marketeer have? And specifically a Data Analyst?

As commented before, a digital marketer should not only be an expert in their area but also should be data driven (has to have an analytic mind), and should be tech savvy because the current trends in Digital Marketing are very intense in technology.  For a Data Analyst, there’s also a need for an analytical mindset but also has to know the business and, I think the most difficult of the skills, be an excellent story-teller 

What is the main goal of the Business Intelligence for Digital Marketeers Workshop that you will lead in EDIT. Lisbon? What will the participants learn?

My goal for this workshop is to give participants the basic knowledge of the business intelligence tools, so they can take control of their data, automatize their reporting and focus into what matters, which is focusing on what the results of our campaigns are saying.


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