More than ever, marketing has become reliant on data. With the advent of the internet and digital media in the last 20 years, we are now awashed with data from different sources as well as ever increasing volume. Digital is not just advertising media; it has become part of business. Data-driven marketing is becoming the norm, but making sense of the data requires new technologies like AI. Joe will explore this rise of data science and how it may affect businesses.

1. Data Science
Master Class
MASTER
CLASS
Joe Nguyen
SENIOR STRATEGIC ADVISOR
H PLUS
SINGAPORE ~ SEPTEMBER 28 - 29, 2023
DIGIMARCONSOUTHEASTASIA.COM | #DigiMarConSoutheastAsia
DIGIMARCONSINGAPORE.SG | #DigiMarConSingapore

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Copyright © 2023 H+. All rights reserved.
Confidential
The Rise of Data Science
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Description: More than ever, marketing has become reliant on data. With the advent of
the internet and digital media in the last 20 years, we are now awashed with data from
different sources as well as ever increasing volume. Digital is not just advertising media;
it has become part of business. Data-driven marketing is becoming the norm, but making
sense of the data requires new technologies like AI.

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Copyright © 2023 H+. All rights reserved.
Introduction
Joe Nguyen is a Senior Strategic Advisor of H+, an APAC-wide strategic
network of Hakuhodo/DAC group. Based in Vietnam and Singapore, he is
also a Consultant, Advisor, Speaker, Ex-Chair of IAB Southeast Asia and
India, and current Board Member of Modern Marketing Association (MMA)
APAC for the last 8 years.
With 25+ years of senior management experience in Asia Pacific media,
measurement, analytics and eCommerce, Joe was earlier, Senior Vice
President of Asia Pacific at Comscore, Inc., Southeast Asia Regional
Manager of Omniture, Director of Global e-Commerce at Millennium &
Copthorne Hotels.
Bachelor of Science in Mechanical Engineering from Princeton University
(1993) and post-graduate Executive Programme from MIT Sloan School of
Management in Management & Leadership (2021) and Innovation &
Strategy.

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Agenda
● Introduction
● The Digital Evolution
● Becoming Digital Businesses
● Case Studies
● Data and Data Science
● How do we prepare?
● Q&A

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Copyright © 2023 H+. All rights reserved.
The Digital
Evolution
Source: Digital to The Core, 2016

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Web & E-
business
▪ The Web was just an
information resources
(Web 1.0)
▪ Web 2.0 saw
businesses that were
founded solely for the
Web and is completely
dependent on digital
communications
▪ E-Businesses like
Amazon bridge the gap
to bring goods and
services via digital.
Thereby increasing
value for consumers.

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More and more
people are using
the web to watch,
communicate, and
transact.

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E-business continues to grow through the Pandemic

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Digital marketing prospered as digital media takes
people’s attention away from traditional
Digital Marketing

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Web &
Ebusiness

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Copyright © 2023 H+. All rights reserved.
Confidential
Media Creative
The Underlying Trend in all these solutions is Data-Driven Marketing
Media was about Targeting:
•Age and gender
•Search Terms
•Clicks and conversions
•Website/Media visitation
•Additional interests
•Ad exposure
•Social economic data
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Data is now informing both Creative and Media
Creative was all about:
•Product Distinctiveness
•Brand Empathy &
Connection
•Inspiration
•Motivation
•Familiarity
•Emotion
•Surprise & Attention

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Web 3.0
▪ Web 3.0 is the third iteration or version of the
Internet that interconnects data in a decentralized
way to deliver a faster and more personalized user
experience.
▪ It is built using artificial intelligence, machine
learning and the semantic web, and uses the
blockchain security system to keep your information
safe and secure.
▪ The Metaverse(s): online, real-time communities.

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Agenda
Digital Business
● Introduction
● The Digital Evolution
● Becoming Digital Businesses
● Case Studies
● Data and Data Science
● How do we prepare?
● Q&A

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Go Digital or Go Home: 3
Underlying Trends
● Resolution Revolution: more and more
things are being measured with more
granularity.
● Compound Uncertainty as Technology
is evolving, Culture is evolving, and
Regulations must also evolve.
● Boundaries Blurring between digital
and physical along industry lines.
Source: Digital to The Core, 2016

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Resolution
Revolution
Source: Digital to The Core, 2016

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Compound
Uncertainty
Source: Digital to The Core, 2016

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Boundaries Blurring –
Physical/Digital
● People begin to expect better value and
services out of Things we buy.
● Businesses no longer just sell Physical Things.
● Businesses must create Things that are
connected and provide better value and
service to People.

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COMPANIES NEED
TO EVOLVE
● Remap the industry that your
company is in.
● Executives and company staff must
start thinking about the Digitization
of their offerings.
● Remodel your company with
digital and physical integrated
offering.
Source: Digital to The Core, 2016

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Agenda
● Introduction
● The Digital Evolution
● Becoming Digital Businesses
● Case Studies
● Data and Data Science
● How do we prepare?
● Q&A

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Non-digital business
must also adapt to
become Digital
Businesses

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Babolat – Case Study
▪ Founded in 1875
▪ Wholly-owned family business, first to
use animal gut
▪ 2012 debut IoT enabled racket with
accelerometer and gyroscope sensor.
Commercial launch in 2013.
▪ And a microprocessor to analyze all
the data and apply algorithms to it

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Sensibo
▪ Founded in 2013 in Israel
▪ In May 2014, Sensibo launched a
successful crowdfunding campaign
on Indiegogo. The campaign raised
$165,000 on July 20, 2014.
▪ In January 2017 the company launched its
2nd generation device, Sensibo Sky.
Features include: 7-day scheduling,
Location based on/off, Multiple users
controlling a single device, integration
with Amazon Echo and IFTTT.

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Oura Ring
▪ Founded in 2013 in Finland
▪ The Oura Ring collects health data from the
wearer's finger like a regular activity bracelet
or heart rate monitor.
▪ The activity, heart rate, body temperature,
respiratory rate and sleep data collected by the
ring are transmitted wirelessly via Bluetooth to a
smartphone app.
▪ 3rd-generation Oura Ring launched in 2021 with
new features including 24/7 heart rate
monitoring, blood oxygen monitoring, and
period prediction.
▪ Sold over 1 million rings as of March 2022

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Even The Car is
Changing

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Agenda
● Introduction
● The Digital Evolution
● Becoming Digital Businesses
● Case Studies
● Data and Data Science
● How do we prepare?
● Q&A

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Global growth trend of data volume

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Data type &
Volume are
growing

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Data science will be
essential
• To handle the increase in data sources
and volume.
• Data will be structured and
unstructured.
• Data will need to be parsed and cleaned
and will need to be connected,
deduplicated, and unified. Extract,
transform, and load (ETL)
• Advanced AI/ML will be used to make
sense of it all and create services and
products.
“garbage in, garbage out”?

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Agenda
● Introduction
● The Digital Evolution
● Becoming Digital Businesses
● Case Studies
● Data and Data Science
● How do we prepare?
● Q&A

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How to prepare for the data explosion?
1. What does Digitalization of Your Business and Industry look like?
2. Understanding Data & Databases - structured vs unstructured data
3. Understanding Data Science - deterministic vs probabilistic data
4. AI with its many, many flavours: Machine Learning,
Unsupervised/Deep Learning, Natural Language Processing/Large
Language Models, Generative AI, Predictive... ”Data is first-class
citizen”.
You will all be “Competing on Analytics”

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Agenda
Thank you!
● Introduction
● The Digital Evolution
● Becoming Digital Businesses
● Case Studies
● Data and Data Science
● How do we prepare?
● Q&A