The people behind Smart Segments.

Jeroen really loves to work with data and he loves to surf. “Everything is waves” is his motto. Being Cosines and Sinuses or pumping swell Jeroen loves them all. Through setting up Smart Segments in Australia he is now able to interact with both types of waves more frequently than ever.

It is one of the secrets behind the success of Smart Segments: the fact that we all have a natural draw towards solving data and analytics challenges and enjoy doing so. We believe it is the greatest motivator towards helping our customers solve their challenges and questions.

Jeroen has a PhD in Physics where he learned all the mathematical and programming skills he still uses today. After working a few years for the Netherlands Aerospace Centre as an R&D Manager, he decided to follow one of his dreams and set up his own company. His Bachelor of Business and Master of Professional Accounting that he completed in Australia do not only help him manage Smart Segments better but also allow him to thoroughly understand our customers and their business and accounting data.

Years of experience as a Quality Assurance engineer at Capgemini has taught Shubham the importance of data quality. It sits at the foundation of any decision you make with or without a Machine Learning model. Shubham has recently finished his Masters Degree in Data Science.

At Smart Segments Shubham is helping our customers get their data organized to provide value and insights through our services. One of Shubham’s major responsibilities is to help Smart Segments democratize advanced Machine Learning tools and make them available and affordable for any business.

He is doing this by developing and helping to set up advanced Machine Learning insight channels and fields in our Data Connectors. This way companies that use ROLLER or XERO can get advanced ML powered insights within their affordable monthly data connector subscriptions.

Leonardo designs and delivers scalable, replicable cloud data platforms on Google Cloud for Smart Segments customers in the leisure and entertainment sector. His work helps booking and venue-management data become a reliable foundation for advanced analytics.

He has designed data architectures, data flows, core data models, and much of the reporting layer in Looker Studio and Power BI. Leonardo also automates dedicated, isolated client environments with Terraform, bringing a multi-tenant Infrastructure as Code approach to the platform.

Alongside the data platform, Leonardo builds custom JavaScript applications that give venue teams real-time visibility into daily bookings, expected guests, waiver status, and check-ins. He has also built an MCP server that lets clients query booking and integrated data in natural language through Claude, ChatGPT, and Gemini.