Sheida Neman is a researcher at Facebook who has worked in marketing analytics and consumer research since graduating from UC Berkeley in 2011. As a researcher-storyteller, Sheida uses Facebook's conversation and audience data to understand the public conversation around different topics and events, and how these insights mirror real world behavior and attitudes. Sheida started her career in market research at NielsenNeuro, using EEG to measure ad resonance and test product design. Furthering her experience in analytics, Sheida started working with Facebook in 2012, helping them build the Nielsen-Facebook Brand Effect suite of measurement products and scaled the product globally. She currently works on the Data Communications team at Facebook, and recently published a white paper, “Millennials + Money: The Unfiltered Journey”, which focuses on the financial behavior and unique psychology of the Millennial generation.