Shamsa Jafri is currently spearheading the data science function at Innocean USA as Senior Vice President. Presently, she is designing models that will demonstrate and improve the effectiveness of the agency’s integrated advertising efforts on behalf of Hyundai USA. Jafri has nearly 20 years of experience applying advanced data mining algorithms, data preparation techniques, optimization consulting, and data visualization methods to real-world problems. Early in her career, she was founder and CEO of a fully integrated mobile ad-serving platform, Mobetize, under the parent company Found Mojo, Inc. She has experience on both the brand and agency sides, working for big names such as United Airlines, Orbitz.com, and Ogilvy Worldwide. Most recently she was with Cramer-Krasselt in Chicago, where she worked with blue-chip clients including Porsche, Heinz, Kraft, Edward Jones, Panera Bread, Allstate, Vitamix, and others. Jafri also specializes in digital attribution and cross-media advertising effectiveness, and her research has resulted in multiple award-winning submissions. She’s also spoken at numerous industry events and has been hand-selected to participate in product development efforts with companies including Google, IBM, and Tableau.