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Short Course

Digital Sales Analytics

Programme ScheduleDuration (days)Mode of DeliveryProgramme Code
To be advised2Synchronous e-LearningTGS-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

    Ms Samantha Sow

    Ms. Samantha Sow is currently a Senior Lecturer in the department of Information Systems and Analytics at the National University of Singapore (NUS). She has over 8+ years of experience in Business Analytics and Data Science and she conducts training for both government agencies and corporate clients. Before joining NUS, she lectures at Temasek Polytechnic, teaching Business Analytics and Data Science to professionals, managers and executives (PMEs). Prior to being an academia, Samantha worked in the research and development at Infineon Technologies. Her research and project areas include Business Analytics, Data Mining, Predictive and Prescriptive Analytics. She has a passion for engaging and inspiring participants to enhance their workplace analytics capabilities and increase business intelligence quotient within their organisations. Her interests lie in the applications of data analytics, predictive modelling and optimization techniques to derive actionable insights for commercial effectiveness. She is familiar with typical analytics tools such as Python, R, and SAS, SPSS and Tableau. She also has working knowledge in the area of Analytics, Data Science and Machine Learning. Samantha completed her Master of Education from University of Sheffield and graduated from the National University of Singapore with a Bachelor’s in Engineering, First Class Honours. She has also completed THEC (Teaching in Higher Education) and ACTA (Advanced Certificate in Training and Assessment). She is a member of the adult associate educator (AEN) by Institute for Adult Learning (IAL), Singapore. Her certifications include: Microsoft Certified Azure Data Scientist Associate. Microsoft Certified Data Analyst Associate. SAS Certified Predictive Modeller in SAS Enterprise Miner. Tableau Certified Desktop Specialist.

    Programme Fees


    Singapore Citizens Singapore PRs Enhanced Training Support for SMEs International Participants
    39 years old
    or younger    		 40 years old
    or older
    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
    1. Total Nett Programme Fee Payable, including GST, after additional funding from various funding schemes.
    2. Participants must fulfill at least 75% attendance and pass all assessment components to be eligible for SSG funding.
    3. The applicable funding is for Singaporeans and Singapore PRs. This is subject to change and in accordance with SSG funding guidelines as of course commencement.

    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.

    NUS Computing, Advanced Computing for Executives (ACE)

    11 Research Link
    COM 3, #B1-07
    Singapore 119391

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