Carlos Daniel Santos is an Assistant Professor at Nova SBE and co-director of the Data Science Knowledge Center. His main interests are in marketing and industrial organization. Current projects include an examination of the role of customer behavior and its impact on firms’ strategies. He holds a PhD from LSE and has previously been an Assistant Professor at the University of Alicante, Tilburg University, and a Faculty Fellow at MIT. His work received several awards: including the EARIE Young Economist Essay Award and the ZEW Heinz Konig Young Scholar Award. He currently teaches Marketing Analytics (Msc.), Methods for Applied Business (Msc.), Big Data Analysis (Msc.), and Econometrics (Ph.D.).