i2TIC
ICT interdisciplinary research group

María Teresa Ballestar

 

Associate Professor Applied Economics
Universidad Rey Juan Carlos
teresa.ballestar@urjc.es
Researchgate, ORCIDGoogle Scholar

 

María Teresa Ballestar is associate professor at Universidad Rey Juan Carlos, researcher at ESIC Business & Marketing School and collaborator at Universitat Oberta de Catalunya (UOC). She has developed her professional career in different sectors such as IT consultancy, banking, start-ups and pharma. She spent more than seven years as IT consultant and later more than eleven years in areas related with data analysis in banking, such as risk, finance, marketing and data science. She has been holding managing positions, driving digitalization, innovation and data analytics in start-ups and pharmaceutical companies. She is currently Associate Director of Data Strategy in Spain in one of the world’s largest pharmaceutical firms.

She holds a B.A in Statistics and a M.Sc. in Marketing & Market Research, a M.A in Information and Knowledge Society and also a PhD. in Applied Economics. Her research focus on applying data science, big data and AI to understand, evaluate and predict customer behaviour in e-commerce, the impact of public policies on productivity, business and economic phenomena and the impact of digital transformation in companies, where she has published several papers in top tier journals within the last years.

Papers

Ballestar, M. T., Cuerdo-Mir, M., & Freire-Rubio, M. T. (2020). The Concept of Sustainability on Social Media: A Social Listening ApproachSustainability, 12(5), 2122.

Ballestar, M. T., Díaz-Chao, Á., Sainz, J., & Torrent-Sellens, J. (2020). Knowledge, robots and productivity in SMEs: Explaining the second digital wave. Journal of Business Research, 108, 119-131.

Ballestar, M.T., Doncel, L.M, Ortigosa-Blanch, A., Sainz, J. (Accepted, 2019). A novel machine learning approach for evaluation of public policies: An application in relation to the performance of university researchers. Technological Forecasting and Social Change. 

Ballestar, M. T., Grau-Carles, P., y Sainz, J. (2018). Predicting customer quality in e-commerce social networks: A machine learning approach. Review of Managerial Science

Ballestar, M.T., Ribeiro, D. y Sainz, J. (2018). ¿Es el Big Data el siguiente paso en la digitalización de la empresa?  (Is Big Data the next step in Business Digitalization?). Revista de economía industrial Número 409: Transformación digital.

Ballestar, M. T., Grau-Carles, P., y Sainz, J. (2017). Customer segmentation in e-commerce: Applications to the cashback business model. Journal of Business Research.  

Ballestar, M. T., Sainz, J., y TorrentSellens, J. (2016). Social networks on cashback websites. Psychology & Marketing.

Ballestar, M. T., Grau-Carles, P.,y Sainz, J. (2016). Consumer behavior on cashback websites: Network strategies. Journal of Business Research.

Books & Book Chapters

Ballestar, M. T., & Sainz, J. (2020). A Tale of Two Social Influencers: A New Method for the Evaluation of Social Marketing. In Advances in Digital Marketing and eCommerce (pp. 80-90). Springer, Cham.

Communications 

Ballestar, M. T., Díaz-Chao, Á., Sainz, J., & Torrent-Sellens, J. (2020). The impact of robotics on manufacturing: A longitudinal machine learning perspective. In: 11th Academy of Innovation, Entrepreneurship, and Knowledge Conference. (ACIEK). Madrid: 23-25 June.

Ballestar, M. T., Sainz, J. (2020). A Tale of Two Social Influencers: A New Method for the Evaluation of Social Marketing. Digital Marketing & eCommerce Conference. Barcelona: 25-26 June.

Ballestar, M.T., Doncel, L.M, Ortigosa-Blanch, A., Sainz, J. (2019). A novel machine learning approach for evaluation of public policies: An application in relation to the performance of university researchers. Elsevier Best Paper Award In: 9th GIKA – INEKA 2019. Knowledge, Business and Innovation. Economies and sustainability of future growth. Innovation, Entrepreneurship and Knowledge Academy (INEKA). Verona: 13-15 June.

Cervantes-Zácares, D., Martí-Sanchez, M., Ballestar, M.T., Ortigosa-Blanch, A. (2019). Semantical analysis of entrepreneurship in the Spanish economic press and its relationship with innovation and education. In: IMAT 2019: VI Simposio Internacional de Innovación Aplicada. Valencia: 1-2 April.

Ballestar, M. T., Grau-Carles, P., y Sainz, J. (2018). Predicting customer quality in e-commerce social networks: A machine learning approach. In: The 8th Global Innovation and Knowledge Academy (GIKA). Valencia: 25-27 June.

Ballestar, M. T., Grau-Carles, P., y Sainz, J. (2017). Customer segmentation in e-commerce: Applications to the cashback business model. In: The 8th Global Innovation and Knowledge Academy (GIKA). Lisbon: 28-30 June.

Ballestar, M. T., Grau-Carles, P., y Sainz, J. (2016). Social networks on cashback websites. In: The 2016 Global Innovation and Knowledge Academy (GIKA) conference. Valencia: 21-23 March.

Media, Videos & Interviews 

Muy Interesante Negocios y Economía. Big Data sin sorpresas (Big Data without surprises). (2019). 

El Pais Retina. Ciencia y tecnología son nombres de mujer… ¿O no? (Science and technology are feminine nouns …Or are they?).  (2019).