In an era where data is considered the “new resource,” the ability to understand and harness the power of data has become an essential skill for any marketer. The workshop “Business Intelligence in Marketing”, organized by the NTT Institute of International Education (NIIE) – Nguyen Tat Thanh University, provided students with practical, up-to-date knowledge on applying data in developing effective marketing strategies, bringing them closer to the real demands of the industry.
Meet the Guest Speaker – A Leading Expert in Digital Marketing and Branding
The workshop welcomed Duong Tran Thuy Duyen, currently Head of Brand at VELACORP – a company with a wide portfolio of prominent brands. With hands-on experience leading marketing campaigns across Vietnam and Southeast Asia, Ms. Duyen is a strategic partner of major e-commerce platforms such as TikTok Shop, Shopee, and 1688 and has invested in numerous promising startups.
Drawing on her deep experience in brand building and data-driven strategy optimization, Ms. Duyen gave NIIE students a realistic perspective on how modern businesses operate and make data-informed decisions.
Unlocking Data Thinking in Marketing Strategy
The workshop began with a thought-provoking question: “When you think of marketing, what’s the first thing that comes to mind?” From there, NIIE students were guided to see marketing not just as advertising or communication but as a decision-making process grounded in customer behavior and unmet needs.
In her main session, Ms. Duyen introduced the concept of Data-Driven Marketing, highlighting its key advantages for businesses, including:
- Personalizing customer experiences
- Optimizing marketing budgets
- Enhancing campaign effectiveness
- Enabling faster, more accurate, and lower-risk decisions
From descriptive and diagnostic analysis to predictive and prescriptive techniques, students explored how data “tells a story” and informs strategic decisions. The session also covered practical tools such as Google Analytics, Power BI, Tableau, Segment, Mailchimp, and HubSpot, with guidance on using them in real marketing campaigns.
Learning from Case Studies – Real-World Data in Action
A highlight of the workshop was the live case study analysis of a Japanese-inspired household brand that the speaker currently manages, which has gained popularity on platforms like Shopee and TikTok Shop. Students examined real data and were guided through a detailed analysis of revenue fluctuations, sales channel performance, and reasons behind the success or failure of livestream campaigns.
Through this, students discovered that data is not just a collection of dry numbers, but a valuable resource that reflects consumer behavior, identifies strengths and weaknesses in brand strategies, and inspires new directions for future marketing initiatives.
Beyond the Classroom – Real Value, Real Experience
More than just technical knowledge, the workshop helped students develop logical thinking in reading and interpreting data—a skill employers increasingly seek. Exposure to real-world data analysis and applications gave students added confidence in their studies and improved their ability to plan and execute professional marketing projects.
The lively atmosphere, from the speaker’s presentation to the Q&A session, reflected the enthusiasm of NIIE students for this data-driven marketing trend. Many asked insightful questions about brand development, optimizing resources for SMEs, and how to personalize customer experiences in a digital environment.
Conclusion
The “Business Intelligence in Marketing” workshop enriched students’ academic knowledge and delivered practical value for Marketing majors and other business-related fields. As data continues to shape the future of business, the ability to understand, analyze, and apply it will be a vital key for NIIE students to leave their mark in the professional world.
NTT Institute of International Education (NIIE) – Nguyen Tat Thanh University will continue to host more practical workshops that connect students with industry experts and enterprises, laying a strong foundation for their future careers.
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NTT INSTITUTE OF INTERNATIONAL EDUCATION – NGUYEN TAT THANH UNIVERSITY
GLOBAL LEARNING – GLOBAL SUCCESS
Address: 458/3F Nguyen Huu Tho, Tan Hung Ward, District 7, Ho Chi Minh City
Hotline: 0934 116 244 / 0938 116 244
Email: niie@ntt.edu.vn
