Zelum is a company with the ambition to provide a simple, easy and accessible tool to support retail companies to better understand their customers. Zelum means take care in Latin, and precisely represents the essence of what we do. Our perception shows that many companies are working hard to build closer and more sincere relationships with their customers and, because we believe this is good, we want to encourage, support and be part of this process. We want to be one voice in the middle of this movement and help companies to take care of their customers. Over this journey, it became clear that just providing an innovative platform wouldn’t be enough for us to accomplish our mission, and we realized that we would need to provide smarter and more intelligent services to supply our customers need. This was the seed for Zelum Analítico, a second start-up company resulting from an encounter of people that put together entrepreneurship and academic competencies combined with practical and theoretical knowledge to build and run a company to provide Data Science based services. The result of this initiative is a business that supports companies to convert huge amounts of highly diverse and complex data into measurable value and benefits through applying science and technology to allow and leverage improved data-driven decisions.