Data Science in Advertising and Marketing 101

In a world where large movements of data are constantly being generated, organisations that fail to leverage on their data to drive business value and organisational effectiveness, can end up becoming irrelevant.

Using machines to automate tasks and emulate human behaviour to drive insights and solve problems is being made possible today through advances in technology and the use of data science.

This was what a recent presentation by Dr Mark Chua Poh Chuan emphasised. 

Held on September 22nd in Petaling Jaya, the talk, titled “Data Science in Advertising and Marketing 101“was designed for advertising and marketing professionals to help them grasp the fundamentals of data science and how it can become a powerful tool – especially in analytics and decision making.

The concepts of data science were presented to participants in various ways such as instructor led presentations, case studies as well as with quizzes.

The talk was designed for all those across a cross-section of the advertising and marketing industry through brand marketing, communications, planning and research, account and client management as well as for planners and buyers from digital and media agencies.

Upon completion of the course, participants would not only understand the fundamentals of data science but more than that also know the importance of data in deriving useful insights and exactly why data is important for decision making while the analytics of all this data is simplified through the use of Excel as a tool.

About Dr Mark Chia Poh Chuan

The founder of the Mobius Group, Mark is responsible for the vision and strategic direction of the company and is also a thought leader and trainer in data science given his passion about the data science ecosystem.

A firm believer in talent development, Mark, who sits on the advisory boards of various universities is also a member of different panels in a number of organisations.

Two former positions that may have helped how Mark developed and today spreads his passion for data science seem to have been when he was the Advanced Analytics Lead at SAS, a global leader in analytics, while also helping with the SAS Graduate and Internship programmes.

This was followed by a stint with Astro, where as Director of Group Data, Mark was responsible for integration, utilisation and monetisation of data across the group. He was able to generate value for Astro when he melded the disciplines of data management, visualisation and advanced analytics before moving on to begin the Mobius Group.