The document discusses the steps of a data analysis project and provides a case study example. The key steps are: 1) Defining the business problem and purpose of the analysis. 2) Choosing and preparing appropriate data sources. 3) Applying relevant techniques such as data preparation, pattern recognition, and data analysis. 4) Evaluating the results and delivering value or insights to address the original business problem. The case study examines building a neuromarketing tool using AI to predict areas of visual attention in images and memory retention. Pattern recognition techniques are trained on labeled datasets to help identify these patterns autonomously.

1. COOKING
WITH
DATA
João Gabriel Lima
/in/joaogabriellima

2. • The steps of a data project
• Key Points
• Case study
• Final comments
What we will see today:

3. Let's cook

4. Chefs
Plate Ingredients Mise En place
Techniques evaluation Results
new flavors

5. Chefs Plate Ingredients Mise En place
Business
Specialist
results Data Sources Data preparation

6. Techniques evaluation
new flavors
Pattern Recognition
Data Analysis
Insights
Decision Support

7. Key points
Business
Specialist
The
purpose
of the
analysis
The
choice of
data
Data
preparation
Applying
Techniques
Analysis
of results
Value delivery

8. Why are these steps
important?
- Shows that the data is solid enough for the analysis and pattern discovery
- Understanding the application domain - Is the first validation of a known result
- Project Milestones
- Avoid frustrations
- Joining techniques and new “ingredients”,
We are ready to discover the new "flavors" that is, new pattern recognitions
- Avoid lose money - Data analysis projects can be expensive

9. Case study
The challenges of building a neuromarketing tool
with Artificial Intelligence

10. Marketing has always had the main objective of
boosting a brand image and attracting more
customers to the company.

11. So, with data analysis we can find out:
• your ideal person
• what is the best time to make publications
• Relevance of each campaign
• or type of content that should be published
• and other many things…
In this context, what would be the new “flavors”?

13. Neuromarketing
Neuroscience + Psychology + Marketing
Neuromarketing includes the direct use of brain
imaging, scanning or other technology to measure
brain activity to measure a subject's response to
specific products, packaging, advertising or other
marketing elements...

15. “If by publishing an image, we knew
exactly where people are going to look”
Teaching machine to detect these patterns
Saliency Prediction / Visual Attention
Autonomous cars

16. Now that we know where people are
going to look, how do we identify
whether the image will stay in people's
memory?
Teaching machine to detect these patterns

17. Teaching machine to detect these patterns
Both techniques are based on the same principle:
pattern recognition from images.
With the use of labeled benchmark databases, that is,
we already have the expected result, now we will train
an AI model capable of abstracting and identifying
these patterns.

18. Let's see it in action!

19. Cool Tech Stuff!
Who will be the
next one?
#teamworker

20. THANK YOU!
João Gabriel Lima
/in/joaogabriellima