Marketing & Data Convention
On 29 April, we held our final professional event of the academic year: the Marketing & Data Convention. This full-day programme brought together students and industry professionals to explore how data is shaping decision-making, creativity, and innovation within modern marketing.
Throughout the day, four leading companies hosted interactive workshops, each offering a unique perspective on the role of data in their field and giving students the opportunity to apply their knowledge to real-world challenges.
We started the day with a workshop by Boston Consulting Group. Students were introduced to the firm and its approach to data-driven consulting, after which they worked in teams on two strategic prompts. Each group developed and delivered short pitches, focusing on structured thinking, business impact, and clear communication under time constraints.
The second workshop was hosted by Nederlandse Loterij. They provided an insightful look into how they use gamification as part of their marketing strategy within the gambling industry. To make the session even more interactive, the workshop was designed as a bingo game, giving students the chance to win lottery tickets while simultaneously learning how engagement mechanics are used to influence customer behaviour.
Next, Optimizely led a highly hands-on workshop focused on experimentation and digital communication. After a short introduction to the company and its optimisation platform, students were tasked with creating and pitching a tailored email proposal to a CEO of a company of their choice, aimed at establishing a potential collaboration. Each team delivered a short pitch, and a winning idea was selected based on creativity, relevance, and strategic execution.
The final workshop of the day was hosted by DVJ Insights. They explained how data is used to evaluate and improve advertising effectiveness across different international markets. Students were given the opportunity to analyse and rate a series of advertisements, gaining a better understanding of how consumer perception and cultural differences influence marketing performance.
Overall, the convention offered a dynamic mix of learning, collaboration, and competition, giving students valuable exposure to how leading organisations use data in practice across different industries.
We would like to sincerely thank all participating students for their engagement and enthusiasm throughout the day. A special thank you goes to all four companies, Boston Consulting Group, Nederlandse Loterij, Optimizely, and DVJ Insights, for their time, expertise, and for delivering such insightful and engaging workshops.
