Maria Sofia Rocha is an Assistant Professor at NOVA IMS, where she also completed her Bachelor’s in Information Systems. Currently pursuing a Master’s in Data-Driven Marketing, her thesis focuses on Neuromarketing and Digital Analytics, exploring consumer behavior. With experience in Marketing and Web Analytics, she uses tools like Google Analytics to optimize digital performance. In addition to her academic work, Maria Sofia coordinated Seepet in 2022 and served as Secretary of the Fiscal Council for the NOVA IMS Students’ Union. She is also committed to social responsibility, having volunteered with Banco Alimentar and CASA.