Abstract

Over a decade ago, the world entered the era of data-driven decision-making, where learning from data began to shape how we understand and respond to complex problems. Today, we find ourselves in the age of artificial intelligence, where data informs not only predictions but also actions. Yet the true power of data goes beyond automation—it lies in its ability to guide strategic and measurable decisions. This talk explores how data science can empower marketers to move beyond intuition and toward evidence-based decision-making, through two key approaches: pattern analysis and simulation modeling. By mining consumer behavior, we identify actionable signals that influence purchasing decisions; through simulation and revenue optimization, we evaluate the potential impact of marketing strategies such as selecting high-value brand ambassadors. Ultimately, we show how data can drive more effective campaigns, deeper engagement, and improved revenue outcomes.

Bio.

Chih-Hua Tai is currently an Associate Professor in the Department of Computer Science and Information Engineering at National Taipei University (NTPU) in New Taipei, Taiwan. She received her B.S. degree in Computer Science from National Chengchi University (NCCU) and her Ph.D. degree in Electrical Engineering from National Taiwan University (NTU), both located in Taipei, Taiwan. She was selected as an honorary recipient of the NSTC Columbus Program (formerly the “千里馬計畫”), through which she conducted research as a visiting scholar at the University of Illinois at Chicago, USA. She has also received the Distinguished Teaching Award at NTPU in recognition of her commitment to education. Her research interests lie in data science, particularly in areas involving social networks, human behavior, psychology-related data, and data privacy. She is passionate about applying data-driven approaches to uncover meaningful patterns and insights across interdisciplinary domains.

All faculty and students are welcome to join.