Digital Sales Analytics

Dates: 20 Jun, 21 Jun 2023 | 9am – 5.30pm | Classroom Learning

Duration: 2 days

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.

This module is part of Professional Certificate in Digital Marketing and Customer Insights

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.


Minimum diploma holders

Course Convener

(Click their photos to view their short biographies)

eeeee Samantha Sow

Ms Samantha SowMs Samantha Sow

Course Fees

Singapore Citizens
39 years old or younger
40 years old or older
Singapore PRs
Enhanced Training Support for SMEs
International Participants

Total Nett Programme Fee Payable, Including GST, after additional funding from the various funding schemes

Participants must fulfill at least 75% attendance and pass all assessment components to be eligible for SSG funding.

To enquire, email

To register, click Register

Course Code:
TGS-2022017124 (Synchronous e-Learning)

Select Short Course / Modular Course -> Apply for Myself -> Browse Academic Modules / Short Courses-> Module/Course Category -> Short Courses -> Browse Courses-> Advanced Computing for Exe (Faculty/Department / Unit)

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Singapore Citizens

Singapore Citizens

39 years old or younger

Singapore Citizen

40 years old or older
Singapore PRs
Enhanced Training Support for SMEs
International Participants

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