This is a profile from the 2022 version of the DataIQ 100.
The latest list is available here.
Orlando Machado, chief data officer, the LEGO Group
What has been your path to power?
I’m privileged to have entered the field of “data science” before anyone used that term...my first job was in academia, building statistical models for a university epidemiology department. I don’t think I ever spoke about epidemiology for about 20 years, but it suddenly became trendy again in 2020...
I’ve since taken roles across a broad variety of industry sectors, from automotive marketing to financial services, with the common thread of turning data – big and small – into value, whether that’s to improve a shopper experience through better personalisation, or the use of natural language processing to help insurance underwriters process medical documents more quickly.
In 2021 I joined the LEGO Group to launch and lead the organisation’s first data office. It’s a real honour to be part of an organisation that I have admired since childhood, and I hope to do the role justice!
What impact has the pandemic had on the role of data in your company/organisation?
As many others have noted, the pandemic seems to have accelerated a trend for consumers to engage with brands digitally – through necessity for parts of the pandemic, but now as a chosen channel alongside other options. With digital interaction comes data, and we’ve seen increased demand to use data proactively across all areas of our business.
Specifically for the LEGO Group, we’ve seen increased consumer demand for our products over the last couple of years, partially driven by the fact that more people have spent more time at home. We make data-driven forecasts of demand to feed our manufacturing processes, which has been challenging through these highly unusual times!
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