Mariana Carrilho is the Lab Manager of the NOVA Marketing Analytics Lab at NOVA Information Management School and a PhD student in Information Management, specializing in Data-Driven Marketing, at the same institution. She holds a degree in Communication Sciences and a master's degree in Statistics and Information Management, specializing in Marketing Research and CRM. Her professional experience is related to the areas of People and Social Engagement, Onboarding and Talent Retention. Her research interests focus on consumer behaviour, artificial intelligence and public sector service management.