CAMPAIGN DIGITAL FACES TO WATCH 2019 – RANA SAWMA, 30, SENIOR DATA ANALYST, ANNALECT

Nominated by Raouf Ketani, head of Annalect
“Rana has exceptional data science skills in finding solutions to our clients’ marketing challenges through the use of data and analytics. Within her first two years at Annalect alone, Rana has successfully developed and deployed everything from multi-touch attribution models to highly accurate predictive customer lifetime value models and countless insightful data explorations of MENA consumer habits. A problem-solver and always ready for a challenge, Rana has also mentored young data scientists within the group, helping them better understand the work we do.”

Career path
Rana started her career as a web developer in media company Zawya in Lebanon, before moving to the healthcare industry as an analyst. This experience piqued her interest in big data and analytics, leading her to get a Master’s in business analytics and big data. In 2017, she joined Annalect, the data and analytics arm of Omnicom Media Group in Dubai. She is currently on a committee to judge an inter-university data competition that has been organised by Omnicom Media Group MENA.

Guiding principles
I live by three main rules:
1. Treat people the way you want to be treated.
2. Share your knowledge. It’s the best way to grow.
3. Try to learn something new every day.