HUTECH PR Students Learn Customer Insights in the Digital Era Through Workshop with Kompa Technology Experts
In today’s digital age, data has become the "golden key" enabling businesses to deeply understand customers and craft effective strategies. Recognizing the importance of this trend, on October 21, the Faculty of Social Sciences and Public Relations at Ho Chi Minh City University of Technology (HUTECH) collaborated with Kompa Technology to organize a workshop titled “Understanding Customers in the Era of Data Technology.” This event aimed to equip public relations students with knowledge of cutting-edge communication trends and data-driven marketing approaches.
The workshop took place at HUTECH’s Thu Duc Campus, attracting a large number of enthusiastic students eager to gain practical insights into digital-era customer analysis.
Comprehensive Overview of Social Listening and Data Analytics
The professional segment opened with Ms. Mai Phạm, Head of Research at Kompa Technology, who specializes in data research and analysis. She provided students with an extensive overview of the social media data analysis process, also known as Social Listening. Ms. Phạm explained how Kompa transforms raw social media data into strategic business intelligence.
Demonstrating Kompa’s proprietary technology, she introduced the company’s AI and Machine Learning systems capable of gathering data from millions of sources including Facebook, TikTok, YouTube, digital news outlets, and online forums. After cleansing and processing, the data yields critical metrics such as Sentiment (user emotions), Mentions (frequency of references), Share of Voice (discussion share), and Awareness Metrics (brand recognition indicators).
Through practical examples, Ms. Phạm detailed how AI is applied to analyze consumer sentiments, identify emerging discussion trends, and evaluate real-time consumer reactions. Importantly, she emphasized that while AI can process vast data rapidly, human expertise remains the essential “link” to ensure contextual accuracy and meaningful interpretation. “Artificial intelligence accelerates data processing, but humans add value and reliability to the insights,” she noted. She also guided students on how to read and interpret Social Listening data reports, from measuring indicators to extracting actionable insights for communication strategies.
Social Listening as a Vital Tool for Customer Understanding
Following this, Ms. Huyền Nguyễn, Marketing Manager at Kompa Technology, highlighted the importance of Social Listening in helping businesses listen thoroughly to their customers. She pointed out that social media platforms are dynamic spaces where users freely express emotions and experiences, creating a rich source of market, customer, and competitor intelligence. Social Listening enables companies to comprehend “what customers are saying” rather than merely guessing “what customers are thinking.”
Ms. Nguyễn illustrated the effectiveness of this approach through the well-known global campaign “Grimace Shake Trend” by McDonald’s. By timely capturing trends and engaging social media users, the brand successfully generated over 497,000 discussions worldwide, enhancing its youthful and innovative image while showcasing agility in following viral trends.
Hands-on Learning and Direct Interaction
Throughout the session, enthusiastic students actively engaged with the speakers, asking questions to clarify their understanding of digital data analysis and customer insight methodologies.
Dr. Trần Vũ Quỳnh Như, faculty member and CEO of Kompa Technology, expressed her delight that students had the opportunity to directly experience data utilization and analysis processes. She highlighted the value of transforming academic knowledge into practical tools for corporate communication and marketing.
Practical Implications for Modern Public Relations
The workshop vividly demonstrated how businesses convert raw data into detailed analytic reports that inform communication strategies, customer service, and crisis management. This hands-on learning experience empowered students to appreciate how “data speaks” and how companies leverage data-driven insights to make informed decisions in today’s public relations landscape.
The event, reported by Mỹ Lệ with photos by Nguyễn Chánh from the HUTECH Media Center, reflects HUTECH’s commitment to bridging theoretical education with real-world industry expertise, preparing students to thrive in the digital era.
For more information about HUTECH’s academic programs and upcoming events, please visit the official university website.
