National University of Singapore
Digital Marketing Analytics: Data Analysis, Forecasting and Storytelling
Learn cutting-edge data analysis and visualisation skills to inform marketing strategy.
Starting soon
Start date
05 June 2024
Enroll by 28 May 2024
Course duration
6 weeks
Excluding orientation
Language
English
Access resources from start date
Effort
4–6 hours per week
Self-paced learning online
Course overview
The percentage of companies extracting the full potential of analytics.
Kearney (Nd). Accessed 12 July 2022.
The percentage of organisations that report successful outcomes achieved through big data and AI.
NewVantage Partners (2021).
Duration: 6 weeks (excluding orientation)
Data has been called ‘the new oil’, but there’s a sharp contrast between the two resources: while the former is in short supply, information reserves are overflowing. More and more businesses are realising the potential of data to drive decision-making and enhance their customer experiences. However, large swathes of data can’t guarantee results unless they’re translated into usable insights. It’s therefore crucial that data is not only collected and analysed, but presented in a clear and memorable way.
Make sense of the numbers 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 develop an understanding of the fundamentals of data analysis, visualisation and communication, and learn how to use design and storytelling principles to effectively communicate data through a Tableau dashboard. After engaging with experts on the course, you’ll be able to display and interpret marketing data which could ultimately inform marketing decisions and drive your organisation’s bottom line.
Is this course for you?
This course is ideally suited to professionals in marketing or data positions who are ready to expand their data analysis skill set and get noticed in their organisations. These individuals will benefit from the course’s focus on data storytelling to effectively visualise and communicate data to stakeholders. Those who are interested in extracting valuable insights that positively impact marketing strategies will find the course content beneficial. The course content may also be relevant to senior business or marketing executives who use marketing data to inform business decisions and strategies.
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.
Course overview
Introduction
Duration: 6 weeks (excluding orientation)
Data has been called ‘the new oil’, but there’s a sharp contrast between the two resources: while the former is in short supply, information reserves are overflowing. More and more businesses are realising the potential of data to drive decision-making and enhance their customer experiences. However, large swathes of data can’t guarantee results unless they’re translated into usable insights. It’s therefore crucial that data is not only collected and analysed, but presented in a clear and memorable way.
Make sense of the numbers 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 develop an understanding of the fundamentals of data analysis, visualisation and communication, and learn how to use design and storytelling principles to effectively communicate data through a Tableau dashboard. After engaging with experts on the course, you’ll be able to display and interpret marketing data which could ultimately inform marketing decisions and drive your organisation’s bottom line.
Is this course for you?
This course is ideally suited to professionals in marketing or data positions who are ready to expand their data analysis skill set and get noticed in their organisations. These individuals will benefit from the course’s focus on data storytelling to effectively visualise and communicate data to stakeholders. Those who are interested in extracting valuable insights that positively impact marketing strategies will find the course content beneficial. The course content may also be relevant to senior business or marketing executives who use marketing data to inform business decisions and strategies.
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.
What will set you apart
An understanding of the fundamentals of data analytics, and the tools to transform marketing data into insights and decisions.
The ability to apply design principles and use visual storytelling to effectively communicate data through a Tableau dashboard.
The knowledge and confidence to use forecasting, predictive analytics, segmentation, cluster analysis and text mining to inform marketing strategy and business decisions.
Unlimited access to 2U’s Career Engagement Network, offering you exclusive resources and events to support your professional journey and drive your career forward.Course curriculum
Orientation module
Welcome to your Online Campus
Module 1
An introduction to marketing analytics, metrics and data visualisation
Module 2
Data storytelling: creating powerful data dashboards in Tableau
Module 3
Forecasting in marketing and performance analysis
Module 4
Predictive analytics for customer retention strategies
Module 5
Tools and techniques for effective targeting: segmentation and cluster analysis
Module 6
Customer experience analysis to drive customer satisfaction and loyalty
Get more information
Course Convenor
Dr Guo Lei
Executive Education Fellow, National University of Singapore (NUS), Advanced Computing for Executives (ACE)
About the certificate
Learn about marketing analytics and earn an official certificate of professional achievement from the National University of Singapore (NUS) Advanced Computing for Executives (ACE).
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.
.png)
Get more information
Want to know more?
Why choose GetSmarter?
GetSmarter operates as edX's partner for premium online short course products from the world's leading universities and institutions. With edX, we leverage our people, technology, and resources to power your education and your potential.
We deliver market-led courses that equip working professionals with the expertise required to upskill, reskill or kickstart a completely new career. Through a data-driven approach, we analyze future skills requirements and ensure all courses address this need. We ensure that leading universities and institutions are your expert guides and our people, technology, and resources are your engine – together we power more than just education, we power your potential.
Read more about GetSmarter here and edX here.
Find out more about GetSmarter’s approach to digital learning, course design, and online delivery here.
Payment options
You can pay your course fees before the course starts, or you may opt for a split payment plan on courses that are nine weeks and shorter. For courses 10 weeks and longer, there is a three-part payment plan available. To find out more about payment options please visit our Payment and Financing page, or contact an Enrollment Adviser, to find out which option you qualify for.
Manage your time
GetSmarter's learning model is designed to help you, as a working professional, improve your skills without compromising on work and family responsibilities. The course work is broken up into weekly, manageable bite-sized modules, with incremental deadlines, designed to help you pace yourself over the duration of the course and allow you the legroom to work when it suits you best.
At the beginning of each module you'll be presented with the course content and assignments necessary for completion. You also have access to your Success Adviser who will help you manage your time, and support you with any administrative or technical queries you might have.
Seek employer assistance
By improving your skills and industry knowledge, you'll have an influence on the success of your organization. Why wouldn't you ask your boss to help you fund your studies if it's going to have an impact on the way you do business?
Of our past students, 37 percent have received financial assistance from their employers. You can ask for help, too. Here is a guide to show you how to request financial assistance from your employer.
If you are a Learning & Development (L&D) manager, or involved in training and upskilling for an organization, you can request information regarding our corporate offering on our GetSmarter for business page.
How to change your start date
As part of our commitment to your professional development, GetSmarter offers you a two-week period to change your course start date or request your money back if you’re not fully satisfied.
To qualify for a deferral of your course start date, or to cancel your enrollment and receive a refund of your course fee, your request would need to reach our Success Advisers before the release of Module 2. For more information, please read our Terms and Conditions.
Discover the Online Campus
The Online Campus will be your virtual classroom for the duration of your course. Through its easy-to-use interface you'll have access to a diverse variety of course content formats including: interactive videos, module notes, practice quizzes, presentations, assignment briefs, and additional web resources.
On the Online Campus, you'll also be able to ask questions and interact with your fellow students and teaching team through the discussion forums. If you are looking for your Online Campus login, please see the list of university partner login pages here.
