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Alex Borgoo, PhD, is a seasoned data scientist with extensive experience in big data analytics, audience measurement, and software development. Currently a Senior Data Scientist at Spectricity since January 2021, previous roles include positions at Telenet, where Alex transformed audience and location data into actionable insights using cloud technologies such as AWS and Azure. Alex's consultancy experience spans several companies, including VITO and Clear Channel Belgium, focusing on data product development and optimization tools. A strong academic background includes research and teaching roles at the University of Oslo, Durham University, and Vrije Universiteit Brussel, supported by a PhD in Theoretical Chemistry and Atomic Physics. Skills include machine learning, Python, and agile project management.