Digital Marketing Analytics: Data Analysis, Forecasting and Storytelling

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Programme Fee (S$)	Language	Duration	Effort
1500	English	6 weeks	4 to 6 hours per week

Course Overview

In the dynamic world of digital marketing, understanding your customer’s preferences and behaviour is crucial for success. Digital Marketing Analytics: Data Analytics, Forecasting, and Storytelling, an online short course from the National University of Singapore (NUS) Advanced Computing for Executives (ACE), empowers marketing professionals to stay at the forefront of this fast-paced industry. This comprehensive digital marketing course integrates the latest trends and innovations in digital marketing analytics, teaching you how to harness data for informed decision-making and enhanced business value.

Over a six-week period, you’ll learn to transform raw data into strategic insights and engaging narratives. Emphasising practical application, the course introduces techniques for creating compelling data stories and effective Tableau dashboards. You will learn key concepts such as forecasting, predictive analytics, audience segmentation, cluster analysis, and text mining – all essential tools for today’s digital marketing jobs.

Beginning with the fundamentals of marketing analytics, you’ll delve into building customer profiles using data analytics before progressing to converting data into insights through visualisation techniques and design principles. The course also includes practical training in Tableau and Orange, versatile tools for data visualisation, machine learning, and data mining. You’ll learn to craft classification models and extract meaningful insights from text data, applying sentiment analysis to understand customer experiences better. These skills are invaluable in the context of digital marketing and analytics, where understanding and predicting customer behaviour is key.

This National University of Singapore digital marketing course is tailored for those keen on collecting and analysing marketing data, especially those targeting digital marketing jobs or roles where presenting data to senior executives is pivotal. It is ideal for new, mid-level, and senior marketing and analytics professionals seeking to refine their digital marketing storytelling skills. Additionally, senior business or marketing executives and key decision-makers will find the course beneficial in formulating data-driven marketing strategies and reducing business risks. Ultimately, this course equips you with the tools to enhance customer satisfaction and drive business success in the digital marketing landscape.

Course Curriculum

Module 1 An Introduction to Marketing Analytics, Metrics and Data Visualisation
Learn about the data analytics process and how to interpret marketing metrics and create effective data visualisations.

Module 2 Data Storytelling: Creating Powerful Data Dashboards in Tableau
Learn how to incorporate design principles to create engaging data dashboards.

Module 3 Forecasting in Marketing and Performance Analysis
Learn how to analyse data to predict outcomes of interest and measure marketing performance.

Module 4 Predictive Analytics for Customer Retention Strategies
Discover how to predict and improve customer retention through statistical techniques.

Module 5 Tools and Techniques for Effective Targeting: Segmentation and Cluster Analysis
Apply customer segmentation and cluster analysis to find patterns and features in data to segment customers into a set of homogeneous clusters.

Module 6 Customer Experience Analysis to Drive Customer Satisfaction and Loyalty
Discover how to use computational methods to transform unstructured text data into structured numerical data for marketing insights.

Instructors

Dr Guo Lei

Career Opportunities

Digital marketing and analytics offer a wide range of career opportunities. Some of the careers that can be pursued in this field include digital marketing specialists, social media managers, content strategists, SEO specialists, data analysts, business intelligence analysts, digital marketing analysts, and marketing managers. These roles involve tasks such as analysing data, improving online presence, managing social media, creating content, and implementing marketing strategies. Skills required for these careers include data analysis, SEO & SEM, CRM, content creation, communication skills, social media management, and proficiency in tools like Tableau, Google Analytics, and SQL.

Dr Guo Lei

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