5 Questions With … Esther Mármol-Queraltó, Principal Data Scientist
14 November 2018 • tvsquared
Jayne Fairchild,
UK Marketing Manager

Our “5 Questions With …” series puts a spotlight on the great talent we have at TVSquared. This week, we spoke with Esther Mármol-Queraltó, TVSquared’s Principal Data Scientist. Esther joined us from her role as a Postdoctoral Researcher for the Institute of Astronomy at Edinburgh University.

What is your favorite part of working at TVSquared?

This is a very easy question. The best part of working at TVSquared is the people. I have found that everyone here has something that makes them an extremely important addition to the team. There is a great mix of highly skilled people and everyone is always willing to help with a smile.

Esther Mármol-Queraltó
Esther Mármol-Queraltó

Is there an aspect of your role that you’re particularly excited about right now?

Recently, we have been very busy working on ADeffect, a new module for the ADvantage platform that measures the longer-term impact of TV advertising. The product is in the market and it’s really exciting to see how well it’s being received, with great initial feedback from our clients.

What is your biggest achievement in your role here?

My biggest achievement is to have transitioned from a purely research role to working on more product-focused projects. As the Principal Data Scientist for ADeffect, I had to learn about the complexity of the problem we wanted to solve. That and all the inherent technical challenges. This involved adapting my focus to be able to find a useful solution. There was a lot of thinking and hard work from different people to get to the final product. Happily, I’m proud of the results.

What’s your favorite TV ad campaign?

Now that we are in the home stretch to Christmas, I can’t help but think about one TV ad campaign that has “officially” triggered the festive season in Spain for as long as I can remember. Freixenet ads are always ones to look forward to.

You know exactly when the ad will first air, and it regularly stars well-known celebrities, not just in Spain but worldwide (Liza Minnelli, Paul Newman, Meg Ryan, Don Johnson, Sharon Stone and many more). The brand has experienced some budget cuts in the last few years. But its ads are still all about sparkling bubbles and glamour. And it’s always the first toast of Christmas.

Do you miss anything from your time as an astrophysicist?

I’m lucky enough that I really enjoy my work at TVSquared. But the one thing I do miss is traveling to international observatories around the world. They are usually located in amazing places. It was always a very special moment when the first image of a very distant and old galaxy appeared on the screen, ready to unveil its secrets to us. One of my favorites was Paranal Observatory operated by European Southern Observatory in Chile.

Esther at the Paranal Observatory in Chile