Presented By O'Reilly and Cloudera
Make Data Work
December 1–3, 2015 • Singapore

The revolution of location: Geospatial applications in marketing research

Whye Loon Tung (Nielsen)
2:20pm–3:00pm Thursday, 12/03/2015
Data Science and Advanced Analytics
Location: 321-322 Level: Non-technical
Tags: geo
Average rating: ***..
(3.29, 7 ratings)

Prerequisite Knowledge

Interest in analytics.


Massive data sets are revolutionising the market research industry, moving it away from generalisations about the past, to more granular and more timely insights into consumer behaviour.

The presentation takes commonly-used statistical learning techniques, such as CART and neural networks, and shows how these have been applied by Nielsen, a leading marketing research organisation, to both better represent today’s markets and also the voice of the consumer. Examples will include learning methods applied to satellite imagery to better measure urbanisation, use of geospatial data to quantitatively measure advertising exposure, and optimal allocation of interviewers to respondents.

Whye Loon Tung


Whye Loon comes from a computing background, and received his bachelor degree in Computer Engineering and doctoral degree in Computational Intelligence from the Nanyang Technological University (NTU) in 2000 and 2004, respectively. He started his career in the academia, honing his research skills as a postdoctoral researcher with two fellowships from the Singapore Millennium Foundation and the Lee Kuan Yew Endowment Fund in the School of Computer Engineering (SCE) in NTU, before moving on to a teaching role in SCE in 2009. His research interests include brain-inspired computing, computational intelligence, machine learning algorithms, and data mining and analytics. Driven by the urge to explore areas beyond his primary research domains and also a staunch believer of bringing pure research to application, Whye Loon waddled into the field of computational finance and subsequently read a Master of Science in Financial Engineering degree from the Risk Management Institute, National University of Singapore, in 2010. Looking to expand his horizon beyond pure research, he joined Hewlett-Packard Labs (Singapore) in 2011 to work on smart technologies for the future cities, before being enticed by the interesting possibilities in the market research industry. Whye Loon is currently a Senior Manager with the Singapore DataScience innovation hub in The Nielsen Company, and working with a brilliant group of colleagues on challenging problems with significant business implications.