Elisa de Siqueira Lobo Damascena

Class of 2026-2027

Purdue University
Industrial Engineering

Capstone Project Abstract

Ipsos MMA, a division of Ipsos, measures marketing effectiveness for large advertisers through Marketing Mix Modeling and its proprietary Agile Attribution method, and offers a self-service platform, Activate, that lets clients act directly on those measurement outputs to plan and optimize their marketing budgets.
This capstone project will focus on a new testing and experimentation module for their Activate Platform, Activate Experiments.The student will lead customer discovery interviews with prospective users and buyers to identify where genuine demand for experimentation exists, then translate those findings into a competitive landscape analysis, a prioritized set of product features, and a go-to-market strategy, including an assessment of how generative AI could help clients design and interpret tests conversationally through Ipsos MMA's Activate Intelligence assistant.

Why did you choose ESTEEM?

I chose ESTEEM because I wanted to learn how to translate my engineering skills into a business and entrepreneurial setting, while also building the complementary skills needed to grow, develop, and run a company. Beyond the coursework, I was drawn to the opportunity to meet and learn from people with such diverse backgrounds and expertise . I believe that building and fostering those relationships is just as valuable in business as any technical skill, and ESTEEM offers exposure to that kind of network that's hard to find elsewhere. I was also excited about the chance to gain hands-on, professional experience working directly with a company, applying what I learn in real time rather than just in theory.

What do you hope to do after ESTEEM?

After ESTEEM, I hope to step into a business analytical and strategic role at a company working on cutting-edge technology, where I can keep developing my skills and pursue work I'm genuinely passionate about while contributing to something that makes a real impact.

What do you like to do in your free time?

I enjoy baking, reading, being outdoors, and playing sports.