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Karima Dyussekeneva is a lecturer at the UCL School of Management and the Director of the Analytics Lab, involved in program enrichment activities. She earned her PhD in Information Decision Making from the University of Bath, where her thesis explored methods for new product forecasting through empirical investigation of quantitative and qualitative forecasting instruments. She also holds an MBA from Durham University. Before entering academia, she worked in the telecommunications industry, focusing on new product development, sales forecasting, and marketing analysis. Throughout her career, she has advised numerous organizations, including major international brands and public/private sector entities, on topics such as forecasting and predictive analytics. Her current research interests lie in predictive analytics, data mining, machine learning, artificial intelligence, forecasting, and decision-making, integrating concepts from interdisciplinary fields like management, computer science, finance, and healthcare. She is actively engaged in various research projects, including financial investment predictive analytics, consumer behavior in virtual reality retail environments, predictive analytics in neurological diseases, and ethical considerations in artificial intelligence.