Digital Sales Analytics

Short Course

Digital Sales Analytics

Programme Schedule	Duration (days)	Mode of Delivery	Programme Code
To be advised	2	Synchronous e-Learning	TGS-2022017124

This course is offered once a year.

Course Overview

Digital and analytics have transformed the Business to Consumer (B2C) buying and selling environment. Faced with ever-changing customer expectations and technology-driven manufacturing and distribution, clearly, digital sales strategy is a game-changer for organisations that do it well.

In this course, learners will explore analytical techniques and software tools to drive sales and customer value. During this program, learners will use sales analytics to discover, explore, enhance, ask and engage. In this course, learners will learn how to gain accurate and fast customer understanding (Discover) with customer segmentation and profiling techniques, expand their market share with online campaigns analytics metrics (Explore). Business executives seeking expansion in market wallet share can use market-basket analysis (Enhance), customer engagement and satisfaction analysis (Ask) and customer lifetime value models (Engage). By using analytics techniques and available tools, learners will be able to embrace new strategies that leverage digital platforms equipped to build an effective omnichannel sales strategy for the organisation.

Participants will learn the frameworks and best practices that will enable them to plan, customize, and implement successful digital sales strategies—and meaningfully measure their impact. Participants will learn how to build a customer segmentation model and interpret sales analytics metrics using software such as Google Analytics, Knime and other tools etc.

Course Objectives

At the end of this course, learners should be able to:

Understand B2C digital sales and customer life cycle management
Understand the new behaviours of digital consumers
Develop a customer segmentation model using feature engineering on the variables. Apply this to design and execute marketing strategies profitably
Develop customer profiling on customer segments to understand customer characteristics
Apply customer segmentation and profiling analysis to strategy formulation for targeted sales
Acquire basic proficiency and hands-on practice in popular analytics tools such as Knime, Google Analytics
Understand audience targeting strategy and experiment with marketing omnichannels
Apply Google Ads campaign targets and analysing campaign tracking, audience, acquisitions metrics
Understand market-basket analysis and cross-sell, up-sell models.
Understand about drivers of customer engagement and customer behaviours
Understand customer lifetime value and retention

Who Should Attend

Executives, developers, designers and managers in information technology-related fields, business development, strategic planning, and operations.

Prerequisites

Minimum diploma holders

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This programme is part of

Professional Certificate in Digital Marketing & Customer Insights

Types of Available Fundings

SkillsFuture Funding

SkillsFuture Credit

Enhanced Training Support

SFEC

UTAP

PSEA

Instructors

Ms Samantha Sow

Programme Fees

	Singapore Citizens		Singapore PRs	Enhanced Training Support for SMEs	International Participants
	39 years old or younger	40 years old or older	Singapore PRs	Enhanced Training Support for SMEs	International Participants
Full Programme Fee	S$1,900.00	S$1,900.00	S$1,900.00	S$1,900.00	S$1,900.00
Less: SSG Grant Amount	S$1,330.00	S$1,330.00	S$1,330.00	S$1,330.00	-
Nett Programme Fee	S$570.00	S$570.00	S$570.00	S$570.00	S$1,900.00
9% GST on Nett Programme Fee	S$51.30	S$51.30	S$51.30	S$51.30	S$171.00
Total Nett Programme Fee Payable, Including GST	S$621.30	S$621.30	S$621.30	S$621.30	S$2,071.00
Less Additional Funding	-	S$380.00	-	S$380.00	-
Total Nett Programme Fee Payable, Including GST, after additional funding from the various funding schemes	S$621.30	S$241.30	S$621.30	S$241.30	S$2,071.00

Total Nett Programme Fee Payable, including GST, after additional funding from various funding schemes.
Participants must fulfill at least 75% attendance and pass all assessment components to be eligible for SSG funding.
Please note that all external funding for courses is limited in duration and subject to eligibility and availability.

Other Information

This course is eligible for Union Training Assistance Programme (UTAP). NTUC members can enjoy up to 50% funding (capped at $250 per year) under UTAP. NTUC members aged 40 and above can enjoy higher funding support up to $500 per individual each year, capped at 50% of unfunded course fees, for courses attended between 1 July 2020 to 31 December 2025. Please click here for more information.

Ms Samantha Sow

Advanced Computing for Executives