Lara Indrikovs serves as the director of marketing business intelligence for Rackspace. A Racker since 2015, Lara previously created and managed the digital insights and analytics team, which was dedicated to developing actionable reporting and insights for Rackspace’s digital marketing activities. Before Rackspace, Lara held various leadership positions at global advertising agencies, where she focused on media strategy and buying. She graduated from the University of Texas at Austin with a degree in Advertising and Media, later earning an advanced degree at Northwestern University in Predictive Analytics. Lara lives in Austin with her 7-year-old Cocker Spaniel, Indiana Bones. In her free time, she likes to balance out her analytical left brain on a yoga mat, traveling with her boyfriend, hosting dinner parties, dancing Rumba and other Afro-Latin dances and volunteering with local non-profits.