On the morning of April 10, 2026, at UEH Campus B, the UEH College of Business, in collaboration with the Department of Research - Development and Global Engagement, organized the workshop “Decoding Customer Behaviour: From Raw Data to Real Decisions” with the participation of Dr. Binh Tran, Senior Lecturer at the Center for Data Analytics and Cognition, La Trobe Business School (Australia). The event attracted more than 40 students interested in business analytics and customer behavior analysis.
On the morning of April 10, 2026, at UEH Campus B, the UEH College of Business, in collaboration with the Department of Research - Development and Global Engagement, organized the workshop “Decoding Customer Behaviour: From Raw Data to Real Decisions” with the participation of Dr. Binh Tran, Senior Lecturer at the Center for Data Analytics and Cognition, La Trobe Business School (Australia). The event attracted more than 40 students interested in business analytics and customer behavior analysis.
Representing UEH were Assoc. Prof. Pham Duong Phuong Thao - Deputy Head of Department of Research - Development and Global Engagement, and Dr. Nguyen Tan Trung - Head of COB Office.
From La Trobe University, attendees included Mr. Christopher Piwarski, Regional Director for East Asia, Central Asia, and the Middle East and North Africa (MENA); Dr. Binh Tran; and Mr. Binh Nguyen, Associate Director for East Asia.
Dr. Binh Tran engaged with students through an insightful sharing session
During the workshop, Dr. Binh Tran introduced an approach to customer data analytics, guiding participants from raw data to evidence-based business decision-making. Through practical examples and interactive activities, students learned how to interpret data, identify consumer behavior patterns, and transform data into meaningful insights for decision-making. A highlight of the program was the hands-on session using Orange Data Mining software. Students were divided into small groups and worked directly with datasets under the guidance of the speaker. Throughout the session, Dr. Tran supported participants in familiarizing themselves with data analysis and visualization tools, helping them better understand real-world data analytics processes in business contexts.
Representatives from La Trobe University presented gifts to students who actively participated in the program
The workshop was designed to be beginner-friendly, enabling students to access essential data analytics skills even without a strong prior background in the field. The program concluded with an engaging Q&A session between students and the speaker, where various questions on data applications in marketing and business, as well as career opportunities in data analytics, were actively discussed. Notably, the speaker emphasized the practical benefits of data processing and analysis, highlighting how students can leverage data to support academic research, make informed personal financial decisions, and address challenges in both study and work.
Presenting commemorative gifts to La Trobe representatives
Through the workshop, students not only gained exposure to data analytics methods and tools but also developed clearer insights into potential career pathways in data analytics and related fields. This initiative also contributes to enhancing experiential learning opportunities for UEH students while strengthening academic collaboration between UEH and La Trobe University in the areas of data analytics and innovation in business education.
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