Patrícia Pinto is Lab Manager of the NOVA Marketing Analytics Lab at NOVA IMS. She is currently pursuing a PhD in Information Management, specializing in Data-Driven Marketing. She holds a Bachelor’s degree in Information Management and a Master’s in Data-Driven Marketing, with a specialization in Data Science for Marketing, from Universidade NOVA de Lisboa. Her research interests lie at the intersection of consumer behavior, health communication, and artificial intelligence.