Storytelling meets data: inside Datory with Saba Abdian

Saba Abdian, alumna of the JADS EngD program, is the co-founder of Datory—a startup that turns data into stories people can actually relate to. With a background in marketing and hands-on experience from projects at companies like IKEA and Bridgestone, Saba saw a clear gap between data science in theory and how it’s used in real life. That’s what sparked Datory: a platform where storytelling, creativity, and data come together to make the field more human, more inclusive, and more accessible—especially for those who don’t see themselves in it yet.

Can you introduce yourself, Datory and your mission?

My name is Saba Abdian, and I hold an Engineering Doctorate (EngD) in Data Science from JADS and a PhD in International Marketing Management. I’m also the co-founder of Datory, a platform where we bring data science to society through creative methods like storytelling. Our mission is to make data science more accessible, relatable, and inspiring, especially by highlighting the human side of data.

Imagine a cozy café you visit after your data science class where real-world stories are shared, expert insights are offered, and complex concepts are explained in simple, engaging ways. That’s what we aim to be at Datory:

What inspired you to start Datory?

My background in strategic marketing and business management gave me a deep appreciation for how powerful data can be in guiding better decisions. During my PhD, I explored how startups use big data as a strategic resource for growthThis sparked a passion in me for turning complex data science into insights that are understandable, useful, and inspiring to a broader audience.

Later, while pursuing my EngD at JADS, I had the opportunity to work on data-driven projects with international companies such as IKEA, Omron, Essent, Vos Logistics, Van Lanschot Kempen, and Bridgestone. Across these industries, I noticed a recurring challenge: a gap between academic data work and its real-world application. Many organizations still struggled with basic data science concepts, while impactful ideas were often hidden in research theses and papers. I also noticed that society was not keeping up with the progress of data science. So much great work was happening, but it wasn’t being shared in ways people could relate to, learn from, or feel inspired by them.

At the same time, I saw a significant lack of visibility and representation for women in the industry. As studies also confirm this, women are driven by creativity, focused on solving real-world problems, and thrive in cooperative, rather than competitive, environments. These needs deserved greater recognition and attention.

That’s when the idea for Datory was born: a space to bring data stories to life and empower those who may feel on the outside of this field to step in, contribute, and belong. I teamed up with Sara, Datory’s co-founder and an expert in STEM education, to combine data science, evidence-based learning, and creative storytelling into something we hope will inform, inspire, and connect.

Can you tell us more about your partnership with JADS?

Datory was born during my time at JADS, so it’s extra special to now collaborate as partners. Together, we create accessible content that brings data science to life—through alumni interviews, research summaries, and event stories. It’s our way of helping more people connect with and understand the value of data science.

What are your ambitions with Datory?

In two years, I envision Datory as a vibrant and trusted space and source of inspiration for anyone curious about data. I see our content sparking meaningful discussions in society, on topics previously confined to academia. I envision Datory evolving into a global platform where the human side of data science is celebrated, a place where young professionals, especially women, can see what’s possible, find guidance, and gain the confidence to step into the world of data.

How did the EngD program at JADS contribute to where you are today?

The EngD program at JADS gave me the chance to work with real companies across diverse industries including logistics, finance, energy, retail, automation, and manufacturing, each with its own unique goals and challenges. That variety helped me realize that data science is not about using the most advanced tools but about applying critical thinking and truly understanding what is needed in each context

One valuable insight I gained is that the real impact often lies in simplicity. Sometimes, a clear statistical analysis or a basic classification model, when tailored to the right business question, can deliver far more value than a complex, state-of-the-art solution that doesn’t match the company’s needs or maturity. Learning to recognize that difference, and to focus on solving the actual problem rather than showcasing technical complexity, is something I carry with me every day.

The program also helped me grow technically and methodologically. I learned how to approach problems systematically, frame business questions clearly, and translate them into actionable data science workflows.

Looking back, the EngD didn’t just teach me to do data science, it taught me to think and act like a data scientist in the real world. That mindset now shapes everything I wish to pay forward to others through Datory. JADS lit up this light in me with which I wish to light many others.

Do you have any tips or advice for (former) trainees who dream of starting their own business?

Start small but start. If you notice a gap, whether in how data is used, explained, or applied, you might be the one who can fill it. Surround yourself with people who believe in your idea, and don’t be afraid to experiment. Reach out to JADS Playground, the startup incubator within JADS. Their support can be invaluable for you. Also, be patient with yourself. It’s okay not to have everything figured out. The important thing is to stay curious and keep learning, because that’s what will fuel your growth as an entrepreneur.

Is there a story or project you’d like to create with Datory in the future?

At Datory, we believe every data point tells a story, and so does every person behind it. One project I’d love to bring to life is a documentary-style series that follows data scientists across industries, not just to highlight what they do, but to explore how they think, the values they hold, and the impact they create.

In parallel, we’re passionate about building interactive, challenge-based learning tools and mentorship programs that support and inspire the next generation of data professionals. Through these initiatives, we hope to help talented individuals especially those who feel uncertain or underrepresented, step confidently into the world of data science.

• Want to know more about Datory? Check out their website.

• Want to know more about the EngD program? Read all about it here.