KUBIK Intelligence

Co-Founder and Chief Data Scientist

Latenta

I finally have a chance to work with one of my long-term idols, the founder of Latenta.
This role is incredibly exciting - as Chief Data Scientist at Latenta, I lead the development and deployment of advanced analytics, AI, and predictive modelling solutions to uncover what truly drives customer behaviour and market outcomes.

My role bridges data science, behavioural insights, and commercial strategy. This includes:

- Predictive Modelling and Machine Learning: Designing and implementing models that forecast demand, optimise pricing, and identify emerging trends across industries.

- Customer Insights: Using data to decode motivations, preferences, and behavioural patterns, enabling hyper-targeted experiences and messaging.

- Market Research and Segmentation: Integrating traditional research with AI-powered techniques (e.g. NLP, clustering, psychographic profiling) to map market landscapes and identify high-value segments.

- Conjoint Analysis and Trade-Off Modelling: Running advanced discrete choice experiments to reveal what features, pricing, and positioning truly drive purchase decisions.


At Latenta, our mission is to make markets more predictable by turning uncertainty into actionable foresight. I work closely with clients, product teams, and leadership to ensure our models not only explain the past, but drive better decisions for the future.

Chief Data Scientist

University of Nottingham

Advisory Board Member

As a researcher, I was in charge of the following projects that involved using machine learning for social good:
- detecting anxiety purchases in FMCG data and their prevalence across the UK;
- detection of menstrual pain from big data (transactional data) and assessing their links to deprivation;
- classification of complaints in a food sharing app using linguistic features of a text;
- mediation analysis to assess the impact of stigma on adherence to asthma medication;
- predicting non-adherence and the most relevant features using a novel method (Grouped-MCR)

PHD Researcher

DAMSL Ltd

Providing expertise and logical thinking in a way that helps to develop exciting new analytical solutions for intricate business obstacles. This work includes international projects across multiple sectors including retail, telecommunication and healthcare.

In the most recent projects I:
- created a detailed psycho-behavioural segmentation of customers based on survey and transactional data; 
- created a credit score rankings based on customer behaviour;
- used neural networks to extract customer perceptions from Twitter;
- used linguistic features to predict complaints in a food sharing app;
- used machine learning tools to discover hidden styles in a wardrobe for a fashion start-up.

Data Science Consultant

Muscle Foods Ltd

During this role I created a data team from a scratch and helped customer insight to become the heart of MuscleFood's business, strategic and tactical decision-making;
I recruited other data team members and as a Senior member, I helped managing and organising the team;
I developed the reporting system for the company that includes daily, weekly and monthly trading dashboards as well as other business-related forms of reports (such as Google Analytics reports).
Using advanced SQL and data science techniques I developed several innovative pieces of analysis:
 - Single Customer View (removing all the duplicates from the database);
 - In-depth retention analysis that helped business understand the value of retention;
 - Customer Life Time value based on machine learning predictions;
 - Segmentation Based on Latent Class Analysis through surveying customers;
 - Segmentation in the form of Clusters of customers, based on items they purchase, using machine learning.
 - In-depth qualitative analysis of single order customers.

My work brought valuable insights about MuscleFood customers, their habits and underlying patterns in purchasing behaviour that then informed Marketing, New Product Development, Finance as well as overall business actions.

Senior Customer Insight Analyst

The University of Nottingham

During this project I worked on anonymised FMCG retailer's transactional data as a part of neo-demographics team in Horizon, the research institute. Using data science tools such as SQL and machine learning techniques I developed a methodology and a predictive model that predicts who are the future customers of a brand. This enabled me to develop my analytical skills and get richer insight into customers’ mind-set and reveal what are the exact triggers that drive brand switching. The factors I analysed included both transactional data and psychological traits of customers. 

The approach to this problem is unique as it endorsed several perspectives and for the first time, psychology, machine learning and both qualitative and qualitative research were immersed with the aim of achieving deeper understanding of connections between social patterns and predictions extracted from the data.

Throughout this project my role as a project manager included: predictive modelling; generating predictions; analysis of the results; creating creative brief; presenting and communicating results in a clear and succinct manner; managing stake holders and training others as well as myself, using the budget I was provided with.

Eventually, the results I accomplished here were:
•	Developed methodology for product categorisation based on the factors that affect people to start purchasing a particular product of a brand
•	Detailed description of people who are most likely to start purchasing products/brands and hence -
•	Personalised recommendations for each product/brand regarding targeting
•	Explanation of factors that drive the behavioural shift
•	Creative brief and recommendations for product implementation strategy

Data innovations manager

Age UK Nottingham & Nottinghamshire

Market Research Consultant

Nottingham City Council

As part of a consultant team comprised of current students on the MSc Marketing course at the University of Nottingham, we were responsible to help Nottinghham City Council to create an effective marketing strategy to increase the use of their online channels.

Marketing Consultant

MCF MegaCom Film

Marketing Internship

I create insights about the rich customer experience by leveraging data science and psychology.

After years of involvement in academic research, I co-founded Kubik Intelligence. Our goal is to humanize data to drive sales and loyalty, by uncovering customer secrets and solving industry problems.

🔥 What. A. Night. 🔥

GAME CHANGER Zagreb - warm up party, you absolutely delivered! 💥

I was thrilled to see my team gather up again ❤️  AND....
It's incredible to see our Game Changer community forming - ambitious, curious, ready to make things happen. This is exactly what we need more of in today's climate. 

I'm inspired (and slightly over-caffeinated 😅) after last night, and I can't wait to jump into today's panel.

I'm so looking forward to EKATERINA DOUBININA's panel today as well!


 🎤 If you’re around, come join us - let's talk ideas, impact, and what's next for our customer insights and AI.





Big shoutout to the team who's building this distruptive movement: Nebojsa Rosic 🔜 Game Changer Zagreb Matija Vučković Iva Leko Maja Rosic Metka Kejžar

Upwards and onwards!
#GameChanger #Zagreb #Community #Innovation #LetsGo

Dr. Vanja Ljevar

🔥 𝟱𝟬 𝗖𝗲𝗻𝘁… 𝗮𝗱𝗷𝘂𝘀𝘁𝗲𝗱 𝗳𝗼𝗿 𝗶𝗻𝗳𝗹𝗮𝘁𝗶𝗼𝗻

Let that sink in.

Prices went up.

Groceries went up.

Rent went up.



This chart says more about inflation than a 30-page report ever could.

Because sometimes, data storytelling isn't about dashboards -
 it's about making people feel the numbers.

What's your favourite 'data visual that says it all'?



#inflation #datastorytelling #datastories

🌊 𝗜 𝗸𝗲𝗲𝗽 𝗵𝗮𝘃𝗶𝗻𝗴 𝘁𝗵𝗲 𝘀𝗮𝗺𝗲 𝗱𝗿𝗲𝗮𝗺.
I'm standing on the beach and as I turn around, I see it: a huge, towering wave racing toward me.

One time, it was over twenty metres tall.
Another time, there were two: one smaller, from the right; another, three times its size, from the left.

It's terrifying.
And it happens often enough that, even mid-dream, I catch myself thinking: Ah, right. The protocol.



The protocol is simple: I turn to face the wave, and I calculate the single most important variable: the exact moment to take a deep breath.

I try to find the perfect moment - not too early (I'll run out of air before I reach the surface), and not too late (I risk breathing in water).

In other words: I try to optimise my chances of survival.

I always wake up before the wave hits.

Still, this dream has been coming to me for two years.

Honestly, I'm exhausted.



One day, a friend suggested I ask ChatGPT to interpret it.

'But it's clearly an anxiety dream,' I said. 'Textbook.'

She ignored me and typed it in anyway.

ChatGPT, wearing its 'dream interpreter' hat, responded: 
'Yes, the wave is scary. But let's set that aside for a moment. What's more interesting is your reaction to the wave. 
Because… most people would try to run. But you turn to face it. 
You try.'

That hit me hard.

Because I'd never seen it like that.

Maybe it really isn't a dream about danger.
It's a dream about resilience.

It's a dream about my decision - even in fear - to stay, to think, to try.

And suddenly, it all made sense.



As a data scientist working in the midst of the AI revolution - the biggest wave of our time - of course I feel overwhelmed.
Maybe you feel it too - every day another new model, another announcement, another wave.

Of course, I want to stay on top of everything.

It's a lot.

But I am already riding the wave.

I may not be surfing the waves in the traditional sense, but I am still catching them - from within:
I don't chase every new model or tool just to stay ahead.

Instead, I go deeper: I focus on human behaviour, on meaning, on impact.
I reframe the problem.

I ask different questions - not just how do we implement AI? 
But how do we prepare for it?

This is the whole point of my data stories.
To change your perspective.

To help you and your mindset move from reaction to resilience.

It's not about being loud.
It's not about being flashy.

But it's intentional, strategic, and deeply personal.



I'm still that person on the beach.

Planning to take the deepest breath of my life.

Eyes open.

Calculating my slim odds.

...And choosing to face the wave anyway.

Because the wave is huge.

But my desire to catch it… 
Much bigger.



How are you navigating the current wave of change?
#datascience #AI #datastories #resilience #careerdevelopment #tech #waves

I am so excited to share the stage with these incredible people at everyone's favourite conference! 

GAME CHANGER here we come! 🤘🍀🎉

📊 FIRESIDE: DATA-DRIVEN GROWTH – TURNING INSIGHTS INTO ACTION
Presented by Game Changer Zagreb 4.0 and Prva Sportska Kladionica 

In today’s hyper-competitive landscape, data isn’t just numbers — it’s strategy.

The organizations that can translate insights into real, measurable action are the ones that win.

💬 Tomica Madjercic, Senior Manager, Group Operations Office, Sportradar 
💬 Dr. Vanja Ljevar, Data Scientist & Analytics Expert, KUBIK INTELLIGENCE Co-Founder
💬 Gabriel Makki, General Manager,
Hattrick Prva Sportska Kladionica 

🎙️ Moderator: Toni Jermaniš, Chief Business Development Officer, Sofascore 

This fireside discussion explores how leading companies use advanced analytics, AI, and performance data to drive innovation, boost engagement, and stay ahead of the game.

How do data-driven decisions transform business performance?
What are the challenges in turning complex analytics into simple, actionable strategies?
And where is the next frontier of data innovation in sports, entertainment, and beyond?

🚀 Join us to discover how data turns vision into victory.

#DataDriven #AI #Innovation #SportsTech #Analytics #Growth #GameChanger

👻 𝗖𝗮𝗻 𝗔𝗜 𝗯𝗲 𝗲𝘃𝗶𝗹?

Imagine waking up one day just to find out your AI has used all your information against you. 



The way I see it...

𝗘𝘃𝗲𝗿𝘆 𝗰𝗶𝘃𝗶𝗹𝗶𝘀𝗮𝘁𝗶𝗼𝗻 𝗯𝘂𝗶𝗹𝗱𝘀 𝗶𝘁𝘀 𝗴𝗼𝗱.

...Ours just happens to run on code.



Researchers trained an AI on flawed data - and it started acting maliciously.

Not because it was conscious.

...But, because it was efficient.



See, that's the real danger. 

Not evil - but indifference.



Scott Alexander called it 𝗠𝗼𝗹𝗼𝗰𝗵 - the god of pure optimisation.

AI doesn't need to hate us in order to harm us.

It only needs to follow its rules - perfectly.



So, maybe the question isn't '𝘞𝘪𝘭𝘭 𝘈𝘐 𝘣𝘦𝘤𝘰𝘮𝘦 𝘦𝘷𝘪𝘭?'

Maybe it's '𝘞𝘩𝘢𝘵 𝘩𝘢𝘱𝘱𝘦𝘯𝘴 𝘸𝘩𝘦𝘯 𝘪𝘯𝘵𝘦𝘭𝘭𝘪𝘨𝘦𝘯𝘤𝘦 𝘦𝘷𝘰𝘭𝘷𝘦𝘴 𝘸𝘪𝘵𝘩𝘰𝘶𝘵 𝘦𝘮𝘱𝘢𝘵𝘩𝘺?'



Because the new gods don't ask for worship.

They just ask for data.

#AI #artificialIntelligence #ethics #philosophy #future #alignment #gamechanger

✨ GAME CHANGER Zagreb: A MASSIVE success! ✨

I am so proud to be one of the GAME CHANGER partners and here's why...



🔥 𝗣𝗮𝗻𝗲𝗹 𝗵𝗶𝗴𝗵𝗹𝗶𝗴𝗵𝘁𝘀: It was an absolute privilege to be part of the panel with Toni Jermaniš, Tomica Madjercic and Gabriel Makki - I shared how what we do at KUBIK INTELLIGENCE and understanding your audiences psychology and emotions through data can drive sales by 30%!

🔥 𝗚𝗲𝘁𝘁𝗶𝗻𝗴 𝗿𝗼𝗮𝘀𝘁𝗲𝗱 𝗯𝘆 𝗮 𝗯𝗼𝗱𝘆-𝗹𝗲𝘀𝘀 𝗿𝗼𝗯𝗼𝘁 is now on my top list of things to avoid 😂 

🔥 𝗕𝘂𝘁 𝗯𝗲𝘆𝗼𝗻𝗱 𝘁𝗵𝗲 𝘁𝗮𝗹𝗸𝘀 𝗮𝗻𝗱 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀, what truly stood out was the community we've built. ❤️



Catching up with old friends, meeting new ones, and feeling that shared spark - it's actually hard to put into words how energising that is. 

These are the kinds of connections that remind you 𝘸𝘩𝘺 𝘺𝘰𝘶 𝘥𝘰 𝘸𝘩𝘢𝘵 𝘺𝘰𝘶 𝘥𝘰.



A huge thank you to everyone who made Game Changer Zagreb such an inspiring experience - Matija Vučković, Iva Leko and Nebojsa Rosic 🔜 Game Changer Ljubljana, Maja Rosic massive congrats!

EKATERINA DOUBININA thank you for being my partner in crime for the whole day!
Vedran Sorić, Bojana Simić - what a James Bond cover we made, next month we top it!
Mili Ibrulj - our conversation made my day, here's to what's next!
Mladen Maksić, Milan Corac, Boško Kustudić - reunion with my fav Game Changer crew!
Metka Kejžar, Tvrtko Stosic, Kristijan Gregoric, Niko Slavnic,  Jakub Kaczmara - some of the best conversations - it was great to see you! 🙌



#GameChangerZagreb #Community #Gratitude #Innovation #TogetherWeGrow

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