Gain the tools to turn data insights into strategic marketing decisions
4–6 hours per week
Self-paced learning online.
6 weeks
Excluding orientation.
Weekly modules,
flexible learning
1
Foundational insight into data analytics, and the tools to transform marketing data into strategic insights that inform business decisions.
2
The design principles and visual storytelling skills to effectively communicate data with a Tableau dashboard.
3
The ability to use forecasting, predictive analytics, segmentation, cluster analysis and text mining to address business problems and target and retain customers.
Over the duration of this online short course, you’ll work through the following modules:
Module 1 An introduction to marketing analytics, metrics and data visualisation
Learn about the data analytics process, interpret marketing metrics and how to 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.
Please note that module titles and their contents are subject to change during course development.
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.
“This course offers targeted and specific training for marketing professionals to develop skill sets which are practical and transferable to solving business problems. I strongly believe that data science is for everyone – this means that no prior technical knowledge is required [to complete this course]. Instead, we utilise graphical user interface software [...] to produce professional and meaningful analysis of marketing data.”
This NUS online short course is delivered in collaboration with online education provider GetSmarter. Join a growing community of global professionals, and benefit from the opportunity to:
Gain verifiable and relevant competencies and earn invaluable recognition from an international selection of universities and institutions, entirely online and in your own time.
Enjoy a personalised, people-mediated online learning experience created to make you feel supported at every step.
Experience a flexible but structured approach to online education as you plan your learning around your life to meet weekly milestones.