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Speaker Spotlight: Q&A with Henrietta Forssen

Henrietta Forssen | Data Scientist in London

Henrietta Forssen speaks to us about her role in the technology sector and shares her thoughts on London’s Women of Silicon Roundabout Event, taking place 25-26th June 2019.

Henrietta is a Data Scientist at, one of the Expedia Group brands. She has worked on a range of projects relating to marketing and attribution, building machine learning models deployed across the business. Prior to Henrietta completed an MSc in Machine Learning, after working for several years as a Business Intelligence and Analytics Consultant.

Please tell us a little about yourself and how you got into the field of Data Science?

I’ve always been very curious, and really struggled in choosing ever fewer subjects throughout school. I somehow finally managed to settle on studying maths at university, it just felt like fun! Later on I realised that I’m also really motivated by making things work better, so after a year in consulting I went on to study a masters in machine learning, and here I am.

What’s a typical day like for you?

I spend a large portion of my time writing code to implement the current data science projects I’m working on. However, a fair amount of time is also spent on planning and scoping projects, which involves talking to the relevant stakeholders to really understand the business requirement or problem, as well as colleagues across data and analytics to work out what data we have that could be used to solve the problem.

Who is your female tech inspiration? What have they done and why do they inspire you?

I find Elsa Lebrun-Grandie really inspirational. She spent large parts of her career hands on in data mining and is now a Director of Marketing Data Science at, and somehow manages to prioritise a mountain of expectations and demands from stakeholders whilst still leading her team with trust and compassion. It’s really impressive.

Are you working on anything exciting at the moment that you’d like to share with our readers?

One of the areas that I’m involved in at the moment is working on the models that inform auction bidding decisions on comparison sites like TripAdvisor and Trivago. It’s a fascinating problem, since we both have huge amounts of information on which properties have been booked in the past as well as no idea how our competitors will bid and react day to day. It really is an ever changing challenge!

What is your Women of Silicon Roundabout talk about?

It’s an introduction to data science and machine learning for those people that have maybe heard words thrown about, but want to put more concrete meanings to those concepts. There is obviously only so much you can get through in one hour, but we have tried to get a little below the surface and provide a technical first tutorial on the key things you’d take into account when designing and implementing machine learning solution.

What advice would you give to women who want to pursue a career in tech?

Follow your passions and your heart! If you are interested in a particular field or technology, read about it, take courses on it, and get involved and hands on as much as you can. There are so many great women working on tech, come join us.

Henrietta will be sharing her session entitled “Data Science: Beyond the hype” at 13:30 PM on 25th June. Her talk will cover what data science and machine learning really is and also explain some of the key algorithms and methodologies used.

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