Víctor Morón Tejero is a Data Scientist at Nectar360. With a PhD in theoretical and computational chemistry, Victor has always been interested in modelling and simulating processes that could not be understood otherwise. At Nectar360, he leads a recently created Data Science team developing projects for personalisation, targeting and recommendation systems to improve the way customers are approached. The goal is to increase loyalty and cut the gap between proximity and new ways of shopping. Victor has previous experience in companies involved in understanding customer´s behaviour like Dunham, owner of Tesco club card or Abaka, a start-up nudging its users to take financially healthy decisions.