Wittenborg Guest Lecturer Highlights Importance of Data

24.04.2023

Business in the Present Age

Recently, Estrella Spaans, MSc, Marketing Analysis expert from The Hague, held a guest lecture at Wittenborg's Brinklaan campus in Apeldoorn on data analysis and marketing. According to Spaans, her guest lecture was developed to focus on the importance of data in marketing, its data types and informed decision-making with data to develop effective marketing strategies. Additionally, she took students through which tools and skills are necessary to become a marketing analyst, providing students with professional insight into the marketing analysis field and teaching them the essentials necessary to succeed.

Spaans holds a bachelor's degree in Business Administration from Rotterdam Business School, along with two master's degrees from Hult International Business school, specialising in Digital Marketing, Business Analytics and International Marketing. Spaans' professional background centres largely on data and business. “My previous experience includes working as a Digital Analyst, Marketing & Innovation Strategist, Social Media Manager and Brand Management Associate. In these roles, I conducted market research, developed marketing strategies, produced content for digital channels, and worked on projects related to brand management and customer insights.”

She explains, “Currently, I am a Full-time Data Analyst II at ZoomInfo, ensuring the delivery of high-quality data products to customers. I am also a freelancer, providing website design, branding, digital marketing strategy and content creation services to clients.” She continues that, “Additionally, I work part-time in marketing management at a Boston-based real estate company.”

Overcoming imposter syndrome

According to Spaans, “In the present digital age, data has become an invaluable asset for businesses and organisations. To thrive in the highly competitive market, businesses must collect pertinent data about their marketing efforts to ensure success.” Spaans says one of her proudest achievements is successfully transitioning her career from marketing into data analytics in a relatively short amount of time. “This achievement is particularly special to me because it required a lot of hard work, determination, and overcoming self-doubt,” she says. “To make this transition, I pursued an accelerated master's degree programme in data analytics to gain the necessary skills and knowledge.

“Additionally, I networked with professionals in the industry to learn about their experiences and gain insights into the field. I also worked on personal data projects to gain practical experience and build a portfolio of work.” She notes that though she gained success, it was not always easy. “Despite these efforts, I still struggled with imposter syndrome, feeling like I wasn't qualified enough for a career in data analytics. However, I pushed through these feelings and persevered,” she describes, a common growing phase for many professionals of all backgrounds. “Through my hard work and dedication, I was able to secure a job in data analytics, and I continue to grow and excel in my career.”

Wittenborg thanks Spaans for taking the time to deliver her lecture, and wishes her even more success in the future.