Sergio Rozalen · Head of Analytics & Data Transformation · Strategic Advisor · Author
I lead analytics and data transformation in large, complicated organisations. Over twenty years I have learned that the hard part is rarely the platform. It is ownership, definitions, incentives and the quiet drift between what leadership announces and what actually gets built.
Experience
2021 – present
Jaguar Land Rover
Head of Analytics
13 years
Dyson
Data Migration Lead, then Analytics
2 years
Airbus
Bristol
What I work on
Data operating models
Centralised, federated or somewhere honest in between. Who owns what, and how that survives a reorganisation.
Governance that gets used
Definitions, stewardship and data ownership designed for the Tuesday afternoon, not the steering committee slide.
Migration and legacy
Moving data out of the systems that breathe fire, without losing the meaning on the way.
AI adoption and oversight
Pointing AI at the right problems, and deciding who is accountable once it is running.
About Data Entropy
Data Entropy explores the intersection of enterprise technology and human behaviour, operating on the belief that the most complex challenges in data are fundamentally human rather than technical.
The blog serves as a bridge between corporate strategy, ethical foresight and operational excellence, examining how to scale intelligence while maintaining a “sociological mindset” toward technological progress. By analysing the “Black Mirror” consequences of innovation, such as algorithmic influence and the erosion of human agency, it tries to turn data complexity into actionable value.
The analyses are small experiments where I take a question I keep coming back to and point data at it.
How I use AI
In both cases I am using AI to write the content, but I set the topics or the questions and judge the results; an AI assistant (Claude, by Anthropic) helps find the data, write and run the code, and draft the text. Why? Because this is the world we live in now. “Give me a place to stand, and I will move the earth.” AI is our place to stand.
Elsewhere
Irreflexiones, my Spanish-language blog of speculative writing.
Books: Futuros Imperfectos · Algoritmos Imperfectos · Entre Maras y Volcanes