DIGITAL MARKETING ANALYTICS: DATA ANALYSIS, FORECASTING AND STORYTELLING
Online short course
Use data storytelling to inform business decisions and optimise your marketing strategies.
6 weeks, excluding 1 week orientation.
4–6 hours of self-paced learning per week, entirely online.
Email: nusonline@getsmarter.com
Call: +65 3129 6611
ABOUT THIS COURSE
For today’s marketing professional, simply knowing your customer is no longer enough. You need to understand the trends driving consumer behaviour and adapt accordingly if you want to stay ahead in our fast-paced digital world. With innovations in marketing analytics, you can use data to make informed decisions and drive business value. But data is meaningless unless you have the skills to analyse and present it with clarity.
Gain tools and techniques to transform data into actionable and strategic insights on the Digital Marketing Analytics: Data Analytics, Forecasting and Storytelling online short course from the National University of Singapore (NUS) Advanced Computing for Executives (ACE). Over six weeks, you’ll learn how to weave an engaging story with your data and build your own Tableau dashboard to effectively communicate your findings. Guided by experts, you’ll also discover how to use forecasting, predictive analytics, audience segmentation, cluster analysis and text mining to inform marketing decisions. Ultimately, this course will help you to enhance the experience and satisfaction of the most crucial element of business success: your customers.
WHAT THIS COURSE COVERS
This course focuses on using data analysis to help make strategic marketing decisions related to your customers and business strategy. It begins with an introduction into the marketing analytics process, and how data analytics can be used to build customer profiles. Then, you’ll discover how to turn data into stories and insights using design principles and the practical application of visualisation techniques. You’ll explore marketing use-cases to further your understanding of forecasting models, and discover how to predict customer retention through statistical techniques. In the next section of the course, you’ll learn how to employ tools to effectively segment your customers and create a targeted marketing strategy. Guided by experts from NUS ACE, you’ll find out how to create a simple yet effective dashboard in Tableau and build classification models in Orange, a tool for data visualisation, machine learning and data mining. Finally, you’ll explore how to extract meaningful insights from text data and learn how to apply sentiment analysis to real-world data to better understand the customer experience.
A POWERFUL COLLABORATION
The National University of Singapore (NUS) Advanced Computing for Executives (ACE) has partnered with digital learning expert GetSmarter to take its transformative education and multidisciplinary research online. In keeping with its mission to educate, inspire and transform, NUS hopes to equip participants worldwide with the knowledge and skills to shape a better tomorrow.
About NUS
Founded in 1905, NUS started with just 23 students. Over 100 years later, it has established itself as Singapore’s flagship university, with a continued commitment to academic excellence and the betterment of society as a whole. As a future-focused university with innovation at the core of its values, NUS strives to prepare individuals for a future that demands resilience and adaptability.
About ACE
Aimed at equipping business leaders and information communication technology (ICT) professionals with the skills to thrive in the digital world, ACE focuses on emerging technology and how organisations can harness it to gain a competitive edge. As part of the NUS School of Computing, ACE gives participants an opportunity to learn about the technologies transforming business and society, with insights from leading researchers and practitioners.
About GetSmarter
GetSmarter, a 2U, Inc. brand, partners with the world's leading universities and institutions to select, design and deliver premium online short courses with a data-driven focus on learning gain.
Technology meets academic rigour in GetSmarter’s people-mediated model, which enables lifelong learners across the globe to obtain industry-relevant skills that are certified by the world’s most reputable academic institutions.
As a participant, you will also gain unlimited access to 2U’s Career Engagement Network at no extra cost. This platform will provide you with valuable career resources and events to support your professional journey. You can look forward to benefits including rich content, career templates, webinars, workshops, career fairs, networking events, panel discussions and exclusive recruitment opportunities to connect you with potential employers.*
*Some of these events may be virtual due to COVID-19 pandemic restrictions.
WHAT YOU’LL LEARN
You’ll be welcomed to the course and begin connecting with fellow participants, while exploring the navigation and tools of your Online Campus. Be alerted to key milestones in the learning path, and review how your results will be calculated and distributed.
You’ll be required to complete your participant profile, confirm your email address for the delivery of your digital certificate and submit a digital copy of your passport/identity document.
Please note that module titles and their contents are subject to change during course development.
Learn about the data analytics process, and how to interpret marketing metrics and create effective data visualisations.
- Demonstrate an understanding of the process of data analytics
- Discuss similarities, differences and correlations between variables
- Describe the visualisation of variables
- Identify and create measures, metrics and key performance indicators
- Apply visual vocabulary to design appropriate data visualisations
Learn how to incorporate design principles to create engaging data dashboards.
- Recognise the role that design principles play in effective data communication
- Demonstrate an understanding of graphical integrity
- Discuss how neglecting design principles can result in misleading visualisations
- Identify different storytelling techniques for communicating data
- Apply the principles of design and storytelling to effectively communicate data through a dashboard
Learn how to analyse data to predict outcomes of interest and measure marketing performance.
- Identify the uses of causal models
- Discuss the effect of independent variables on dependent variables
- Recall the uses of time series analysis
- Apply forecasting techniques within a marketing context
- Complete a time series analysis in Tableau
Discover how to predict and improve customer retention through statistical techniques.
- Explain how customer churn analysis can be applied to better understand customer turnover
- Discuss how predictive analytics can be used for customer classification
- Identify classification modelling concepts and techniques
- Use classification modelling to predict customer retention
Apply customer segmentation and cluster analysis to find patterns and features in data to segment customers into a set of homogeneous clusters.
- Apply customer segmentation using a recency, frequency and monetary (RFM) approach
- Discuss how RFM analysis can be applied for customer segmentation
- Identify the uses, applications and implementation of k-means clustering
- Apply cluster analysis using k-means clustering
Discover how to use computational methods to transform unstructured text data into structured numerical data for marketing insights.
- Identify how the text mining process is carried out
- Discuss the applications of text mining
- Identify how sentiment analysis can be applied
- Use customer review analysis to gather marketing insights
- Examine meaning using text mining and sentiment analysis
WHO SHOULD TAKE THIS COURSE
This course is designed for those who are interested in collecting and analysing marketing data to present to senior executives. As a result, it’s aimed at new and mid-to-senior marketing and analytics professionals who want practical training in data storytelling using Tableau, as well as various other data analysis techniques relevant to marketing. The course content may also benefit those receiving and interpreting marketing data to make informed marketing decisions and strategies that lead to business success. These include senior business or marketing executives, and key decision makers who are concerned with reducing risk and making their strategies as airtight as possible.
A basic understanding of marketing and statistical principles is suggested. Participants will also be required to install free versions of Tableau and Orange software in order to complete assessments.
This course is for you if you want to:
Captivate your audience with data storytelling
Discover the fundamental design principles required to effectively visualise and communicate data.
Help make better marketing decisions
Use computational methods to transform data into significant insights that inform your consumer-facing strategies, and discover the metrics to track their success.
Keep customers coming back
Create a targeted marketing strategy that involves cluster analysis, forecasting, predictive analytics and sentiment analysis to drive customer loyalty.
Work with industry-recommended tools
Make use of practical tools and software, such as Tableau and Orange, to visualise data and build dashboards.
ABOUT THE CERTIFICATE
Earn a digital certificate of professional achievement from the National University of Singapore (NUS) Advanced Computing for Executives (ACE) as recognition of your newly developed skills.
Assessment is continuous and based on a series of practical assignments completed online. In order to be issued with your digital certificate, you’ll need to meet the requirements outlined in the course handbook. The handbook will be made available to you as soon as you begin the course.
Your digital certificate will be issued in your legal name and sent to you upon successful completion of the course, as per the stipulated requirements.
WHO YOU’LL LEARN FROM
This subject matter expert from NUS guides the course design and appears in a number of course videos, along with a variety of industry professionals.
Your Course Convenor
Dr Guo Lei
Executive Education Fellow, National University of Singapore (NUS), Advanced Computing for Executives (ACE)
Dr Guo Lei is an educator and researcher in data science, behavioural study and design thinking, with experience delivering successful practice-based learning programmes and applied research projects. She’s worked on various complex challenges and was the principal investigator in a series of research projects to inform better public transport policies. Dr Guo Lei consults corporate clients on data analytics, user experience design and service innovation and is passionate about engaging and inspiring working professionals at all levels by applying theory to real-world business scenarios.
To bridge the gap between research and practice, Dr Guo Lei pursued her PhD in the UK, where she worked on large-scale research projects with Cambridge University Service Alliance, BAE Systems and China Mobile. She holds a PhD in Marketing from University of Exeter, an MBA from University of Adelaide and a BA in Literature from Beijing Normal University.
HOW YOU’LL LEARN
Every course is broken down into manageable, weekly modules designed to accelerate your learning process through diverse activities:
- Work through your downloadable and online instructional material
- Interact with your peers and learning facilitators through weekly class-wide forums and reviewed small group discussions
- Enjoy a wide range of interactive content, including video lectures, infographics, live polls and more
- Investigate rich, real-world case studies
- Apply what you learn each week to quizzes and ongoing project submissions, culminating in the ability to effectively showcase data to influence marketing decisions
YOUR SUCCESS TEAM
GetSmarter, with whom NUS is collaborating to deliver this online course, provides a personalised approach to online education that ensures you’re supported throughout your learning journey.
Head Tutor
A subject expert who’ll guide you through content-related challenges.
Success Advisor
Your one-on-one support, available during university hours (8am–5pm SST), to resolve technical and administrative challenges.
Global Success Team
Available 24/7 to solve your tech-related and administrative queries and concerns.
TECHNICAL REQUIREMENTS
Basic requirements
In order to complete this course, you’ll need a PDF Reader. You may also need to view Microsoft PowerPoint presentations, and read and create documents in Microsoft Word or Excel.
Additional requirements
Some courses may require certain software and resources, which will be communicated to you upon registration and/or at the beginning of the course. Please note that Google, Vimeo and YouTube may be used in our course delivery.
