The swiss knife approach to data team at EQOM Group
Irina Ioana Brudaru
Data Expert, EQOM Group
About the guest
Irina Ioana Brudaru
Data Expert, EQOM Group
Irina has 15+ years in computer engineering, including 6 years at Google. At EQOM Group, she supports multiple European business units as a data generalist — juggling projects while wearing every hat imaginable. She introduced media mix modeling (MMM) to redefine how the company understands marketing spend impact.
EQOM Group operates multiple business units across Europe. Irina has 15+ years in computer engineering, including 6 years at Google, and now supports multiple companies within the group.
What you'll learn
Irina explains how EQOM's data team operates like internal freelancers — juggling projects across multiple European business units while wearing every hat imaginable. She shares how they introduced media mix modeling (MMM) to redefine how EQOM understands marketing spend impact, and how a small team manages a large footprint using Power BI, Databricks, and dbt. Great insights on being a data generalist in a multi-entity environment.
Why you should listen
- See how one small team manages data across multiple European business units like internal freelancers
- Learn how media mix modeling completely redefined how EQOM understands where their marketing dollars go
- Discover what 6 years at Google taught Irina about being an effective data generalist
