PROBLEM SOLVING IN

BUSINESS MANAGEMENT
Introduction to Data Analytics
for Business

M.Sc. Thien Nguyen

Email: thien.nguyen@isb.edu.vn
Phone: 0949088908
 Agenda
1. About me
2. My Session Rules
3. Data analytics (DA) in Business
4. Business Application of Data Analytics
5. Career Portraits
6. Tool Introduction
1. About me
 MSc. Thien Nguyen, Chief Digital Officer of Business Consulting at GLS – ISB
• Former Senior Solution Consultant and Head of Microsoft ERP of KPMG Vietnam.
Summary
• Over 18 years of experience in IT Advisory consists of Epicor, Microsoft and SAP systems, IT
roadmap/strategy services with a consultant, project director and management role.
• Key projects: TTC Group, Massan Group, Phan Vu Group, Sabeco, Satra Group, Starbuck
MSc Thien Nguyen Coffee, Lavie Water Manufacturing, Pharmacity, Sony VietNam, VietThai Plaschem, AEG Learning

Chief Digital Officer Center, Sung Hyun Vina, Hutamaki, Biochem, HNoss Fashion, Tosy Robotics…
Education, Licenses and Certifications
• Master in Management Consulting at International University of Applied Sciences North-western
Switzerland
• Recognized in Epicor 9 - Procurement, Sales and Marketing and Inventory
• Recognized in SAP ByD – SAP Launch Implementation Methodology
• Microsoft Certificated Professional: MS Dynamics D365 for Financial and Operations
• Host: https://www.youtube.com/@golive4success
2. Session Rules
Assessment

1. In-class Process Evaluation 20%

● Students’ presence in class
● Proactive involvement
● Working in groups

2. Mid-term 30%
● Mid-term test (Week 6)

3. Final Report 50%

● Final report
● Individual assessment

Email me thien.nguyen@isb.edu.vn when you have questions / absence requests

6
Create a group with 5 or 6 members and vote group
leader

Bonus point = 0.5 per each correct and smart answer

80% English and 20% Vietnamese

Turn your phone to silent mode

Respect the class atmosphere

Raise your questions anytime

Note English terminologies

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Self-introduction
Introduce about yourself

Which job do you want to work after graduation?

What do you understand about Data Analytics?

Your expectation for this course

How do they know

…MORE ABOUT ME THAN I DO!!!

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Data… data everywhere

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 Real-life applications

Data skill is applicable in various aspects of work and life. For examples

For you For business For society

Research Traffic
Shopping

Study Marketing Surveillance

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 COURSE CONTENT

Chapter 01 Introduction to Data Analytics and Fundamentals

Chapter 02 Exploratory Data Analysis (EDA) Techniques

Chapter 03 Harnessing Data for Business Improvement

Chapter 04 Data Reporting and Presentation

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Your learning journey

Wk 1 Wk 2 Wk 3 & 4 Wk 5 Wk 6 Wk 7

DA Data & Data Intro to Data Process &

Introduction Information Exploration Business Collection transform
Foundations Problems data

Chapter 1: Introduction Chapter 2: EDA Chapter 3

Wk 8 Wk 9 Wk 10 Wk 11 & 12 Wk 13 Wk 14 & 15

Mid-term & Segmentation Predictive Data Presenting Final Project

Review techniques Analytics & Reporting & Insights &
Self-study Dashboards Wrap up

Chapter 3: Business Improvement Chapter 4: Reporting

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Reminders

After today, students need to prepare:

1. Install Excel
2. Power BI
3. Reading Terminologies
4. Reading Excel functions for beginners

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Any questions?

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3. Data Analytics in Business
What do business want from customers?

A B C

Money Data Information

 What’s Data?

“Factual information (such as measurements or statistics)

used as a basis for reasoning, discussion, or calculation”
- Merriam-Webster dictionary
II. Introduction to DA
1. Overview

Data analytics is the collection, transformation, and organization of data in

order to draw conclusions, make predictions, and drive informed decision
making.
What is Data (Google Data Analytics, www.coursera.com: https://www.coursera.org/professional-certificates/google-data-
analytics)
Analytics?
Data analytics is the science of analysing raw data to make conclusions
about that information
(Source: https://www.investopedia.com/terms/d/data-analytics.asp)

Data analytics is the process of analysing raw data in order to draw out
meaningful, actionable insights
(Source: https://careerfoundry.com/en/blog/data-analytics/what-is-data-analytics/)

Data analytics is the process of examining data sets in order to find trends
and draw conclusions about the information they contain.
(Source: https://www.techtarget.com/searchdatamanagement/definition/data-analytics)

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II. Introduction to DA
1. Overview

Data analytics is the collection, transformation, and organization of data in

order to draw conclusions, make predictions, and drive informed decision
making.
(Google Data Analytics, www.coursera.com: https://www.coursera.org/professional-certificates/google-data-
analytics)

Data analytics is the science of analyzing raw data to make conclusions

about that information
(Source: https://www.investopedia.com/terms/d/data-analytics.asp)

Data analytics is the process of analysing raw data in order to draw out
My opinion ⇒ meaningful, actionable insights
(Source: https://careerfoundry.com/en/blog/data-analytics/what-is-data-analytics/)

Data analytics is the process of examining data sets in order to find trends
and draw conclusions about the information they contain.
(Source: https://www.techtarget.com/searchdatamanagement/definition/data-analytics)

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II. Introduction to DA
1. Overview

In dictionaries: In dictionaries:
"analysis is the division of a "analytics is the science of
whole into small components" logical analysis"

Source: https://www.jigsawacademy.com/blogs/business-analytics/analysis-vs-analytics

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II. Introduction to DA
1. Overview

2. Data Analytics is more comprehensive, refers to the complete management

of data, and may include one to several to many "Data Analyses"

1. Data analysis is the process consisting of cleaning,

transforming, modelling, and questioning data to find useful
information (in details)

● Each act of data analysis may have these activities,

from collection to storage to visualization

● Data analysis is usually limited to a single, already

prepared dataset, dividing it into small components

Source-1: https://www.bmc.com/blogs/data-analytics-vs-data-analysis/
Source-2: https://www.jigsawacademy.com/blogs/business-analytics/analysis-vs-analytics
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II. Introduction to DA
1. Overview

Source: Google Data Analytics Course (https://www.coursera.org)

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 Typical Steps in a Data Analytics Project

Source: https://medium.com/codex/life-cycle-of-a-data-analytics-project-954d0e6926fe

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4. Business Application of Data
Analytics
II. Introduction to DA
1. Overview

So, why data analytics is important for business?

"... For business professionals, knowing

how to interpret and communicate
data is an indispensable skill that can
inform sound decision-making."

Source: Examples of Business Analytics in Action | HBS Online

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II. Introduction to DA
1. Overview

Some examples
Make better decisions about where to allocate resources

Moving to data-driven How to price products or services appropriately

business model has
Discover trends and understand customers
been an emerging wave
in recent years
Optimize internal operations to reduce costs and waste

Especially when wars and pandemics happen

Source: Examples of Business Analytics in Action | HBS Online

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We are living in a data culture where business decisions are
based on facts, not opinions === Microsoft ===
Ref: https://learn.microsoft.com/en-us/power-bi/consumer/end-user-consumer
5. Career Portraits
Main characteristics of DA / BA job

Read and
Work with
understand

Communicate Analyse

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Career in Data Analytics/Science
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II. Introduction to DA
3. Career in DA

Data Analyst Data Engineer Data Scientist

Examine data and help others Is involved in the data Have a more technical and broad-ranging
understand the story that the preparation process (collecting role, usually try to find patterns in the data
data is telling, make reports, and validating the information, and answer questions about the future
suggestions and support processing raw data, providing (uncover patterns, develop algorithms,
decision making… required data…) and make predictions)
Analytics Engineer (or Fullstack DA) Machine Learning Engineer

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II. Introduction to DA
3. Career in DA

Source: https://towardsdatascience.com/the-data-science-process-a19eb7ebc41b
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Data Literacy: Must-have
● Critical Thinking
○ Mindset of Maker and Checker
○ Attention to Details
○ How you do anything is how you do everything

● Curiosity - What should I do next

○ Ask questions
○ Eager to know E2E process
○ Curious to know the Overall picture

● Creativity - How I can improve it

○ Automation
○ Known creativity and unknown creativity
○ Open to new trends and technologies

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5. Tool Introduction
Some Tools

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Our module - Applications to use

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6. Application Landscape
 Client Client
Channel Supplier
Supplier Payment
Service Service Cooperation Banks
Call center Website Mobile App Social Electronic Facebook SMS
Network Sign System Open API/ Data Service

EDUCATION MANAGEMENT BACK-OFFICE

ERP QL NHÂN SỰ
MS 365 CUSTOMER SALES ADMINISTRATION MS DYNAMICS 365 F&O HCM
Tài chính Hồ sơ nhân
ENGAGEMENT Financial Fixed Asset
kế toán sựEmployees
Registration Centers Class Management Management Management
QL giá thành
Budget QL Tuyển
Sales Procurement
dự án dụng
Recruitment
Placement Test Student Profile Class Schedule and Sourcing Management
Sales and Project
QL Kho and Chế độ Đãi
Marketing
Waiting List Teacher Profile Teacher Schedule Marketing Accounting ngộ
Goal Setting
Customer Inventory Human
Service Payment QL ngân sách QLDevelopment
Đào tạo
Process TA Profile TA Schedule Management Resource
Customer
Insight Sales Target Course Book and POS QL Mua hàng QL Thời gian
E-INVOICE PAYROLL

SUPPORTING APPLICATION - MICROSOFT SHAREPOINT & OFFICE 365

DOCUMENT MANAGEMENT ACADEMIC COLLABORATION Internal Portal Teacher Portal Client Portal
Digitalize Academic Task Sharing
Storage Approve Communication
Document Documents Management Documents Office 365, EMAIL

DATA & ANALYTICS

DATAWAREHOUSE Sales Analysis Cost Analysis
Financial Client Project Sales Marketing Service Education
Data Data Data Data Data Data Data Performance Reporting
Analysis Management
Group Activities
How do these companies (Amazon, Netflix, Coca
Cola, Starbuck, Airbnb) leverage data for better
business decisions?
III. Some Successful Cases

Amazon’s recommendation system

● Understands each user’s preferences
⇒ Easily find the thing that we want
among 12 million products
● Contributes 35% of the annual sales

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III. Some Successful Cases

What else in Amazon?

● Supply Chain Optimization: fulfill the orders
quickly, locates the closest warehouse to a
customer/vendor to reduce the shipping costs

● Price Optimization: prices change frequently

due to activity on the website, competitors’
pricing, product availability, item preferences,
order history, expected profit margin, …

● AI for fraud detection: screen purchases and

return requests for signs of fraud

● To change and modify physical stores

Source: How Amazon uses Big Data?
● Analyzing sentiments in smartphone reviews

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III. Some Successful Cases

In Covid-19 lockdowns
● Operates only via apps and drive-thru
for takeout or delivery
● Creates dashboards for monitoring
real-time operation
● Starbucks Now, Starbucks Delivery,
Deep Brew: recommend menus based
on weather, seasons, and time
● Supports voice ordering

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III. Some Successful Cases

● Makes A/B testing to give users the

best experience
● Recommendation system: the easiest
way to find the right accommodations
● Applies NLP (Natural Language
Processing) to detect the true feeling
of customers
● Asia users often leave the site after
visiting the ‘Neighbourhood’ page
⇒ Replaces with ‘Top destinations’,
resulting in a 10% booking increase
● Uses ML to find important factors that
affect customers' decision
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III. Some Successful Cases

Recommendation system
● Is far more detailed than we expect
⇒ all activities when we watch movies
● 80% of the users follow Netflix
recommendations
● 74% Customer Retention Rate

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III. Some Successful Cases

"one of the first global corporations, outside the IT industry, to join the big data conversation"

500 brands of
soft drinks

~ $84 b (> Pepsi,

200 countries Budweiser, Subway,
& KFC combined)

1.9 billion servings

everyday

"relies on solid data-driven strategies for business intelligence and to guide strategic decisions"

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THANK YOU