Last Thursday 5 December, Pau Agulló, managing director of Kernel Analytics, gave a lecture entitled “Analytics applied to decision-making” at the Seminari SEA, a workshop organized by the UAB’s Servei d’Estadística Aplicada (Applied Statistics Service). The talk covered general applications of Analytics in marketing and logistics, with a particular focus on personalized recommendation engines. These were illustrated with a presentation of their effects in a flash sales case study. SEA workshops gather some of the best statisticians at the UAB, and allow for intense debate between the presenter and the audience. In this case, the discussion focused on the main challenges for recommendation systems and ways to overcome them.