André Mota is a PhD candidate in Information Management, specializing in Data-Driven Marketing, at NOVA IMS. He holds a Master’s degree in Data-Driven Marketing from the same institution, with the dissertation “The Diderot Effect: A Data-driven Validation,” later published in the Journal of Marketing Analytics. His main research area combines marketing, data science, and consumer behavior, with a particular interest in quantitative methods. He has over 10 years of professional experience as a creative director and analytics consultant, having led marketing and communication projects in Portugal and Belgium.