_ 2019/2020 _2019/2020 NOVA Marketing Analytics Lab summary - PDF document

_ 2019/2020

_2019/2020 NOVA Marketing Analytics Lab

summary Mission, Vision and Values 06 05 04 03 02 01 Areas: Products and Services Lab _2019/2020 Events Projects Methodology Introduction NOVA Marketing Analytics Lab

Master projects 01 _2019/2020 01 for both academic and business contexts. and Data Science to manage data insights such as Neuromarketing, Consumer Insights quantitative results that derive from areas Our projects are based on data and and data-driven marketing. in the areas of marketing analytics research Students develop to teams laboratory that works with multidisciplinary The Marketing Analytics Lab is a research Lab 5 22 intro. Students PhD NOVA Marketing Analytics Lab

vision values 02 _2019/2020 team. autonomous and independent contributions, sustainable practices, impactful science, meaningful Inovation-driven, relevant insights, , and data science. mission psychology areas of neuromarketing, consumer data-driven marketing joining the the area of marketing analytics and Be recognized as a leading lab in . insights for companies and society data-driven marketing, generating the area of marketing analytics and o develop high-level research in T NOVA Marketing Analytics Lab

Areas: in Artificial Intelligence in order _2019/2020 business decisions. data in order to promote better understand consumers and company Develop analytical tools to better Marketing Analytics: and AI for MKT: Data Science and to develop business solutions. to create clusters, predict behaviors processing Products and Services data of use The product, services, and experiences. (brain, eyes, and skin) related to to measure physiological responses behavior using neuromarketing tools Deep understanding of consumer & Consumer Science: Neuromarketing 03 NOVA Marketing Analytics Lab

Methodology Galvanic Skin Response events. We believe that aligning advanced behavioral research methods with neuromarketing tools is crucial for gaining business insights. Our tools: 04 Eye-Tracking (GSR) , and Data-Driven Marketing Reserch Data Science _2019/2020 Analysis solutions to extract data and help in decision making. Analytical options can be categorized in Descriptive analysis, Predictive analysis and Prescritive analysis. data science in leading journals and scientific neuromarketing, consumer psychology Electroencephalogram ment, attention and perceived risk. (EEG) Read brain-cell activity providing a brain activity map that allows deeper insights about unconscious behavior , as cognitive and emotional answers. Detects eye activity , their level of engage- Detects changes in sweat gland activity of , which reflect the intensity of consumers emotional state and arousal. Several projects in the areas NOVA Marketing Analytics Lab

01 Theses _2019/2020 3 8 46 12 Projects and EU aid Government Projects Business marketing analytics) (papers in data-driven marketing/ Articles published (Masters and PhD) Projects 05 Social Responsibility 200 kids of 15+ schools in the Lisbon area. Education of sustainability for more than NOVA Green Future (2019): - support Forallphones. Donation of 3k euros for Leiria firefighters NOVA Trees (2018): Projects: identifies. contribute to projects and social causes with which we projects and academic studies, to add value to society and One of our main goals is to add value to society throught our Objectives: Key Indicators NOVA Marketing Analytics Lab

01 MindSEO, Digital Marketers, BreadFast, HostMaker, _2019/2020 3 Events Google, Samsung, Farfetch, IKEA, Prozis, Pestana. Strategy and Innovation Camp (December 2019): University Degli Studi Firenze - Andrea Guazzini Psychology and Marketing Camp (February 2019): InlocoMedia, Rnters. Zomato, Nespresso, El Corte Inglés, Cabify, Danone, 06 Digital Marketing Camp (April 2018): Marketing Camps Events and has a partnership with important companies. by the Master students (NOVA IMS Marketing Team) in a major debate with the students. The event is organized to NOVA IMS prominent keynote speakers that participate and breakthrough topics in the field. The events bring The Marketing Camps aim to discuss the most relevant NOVA Marketing Analytics Lab

Contact us marketinglab@novaims.unl.pt +351 912 885 311