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Marketing Analytics

Course Reference No: CRS-N-0046393

Course Objectives
As part of any marketing plan, marketers must track, measure and predict the impact of all key marketing programmes. There are three important questions to be answered:

• What will you measure?
• When will you measure?
• How will you measure?

Without knowing the answers, marketers cannot successfully manage or improve their marketing programmes. The 2-day programme will introduce techniques and metrics that enable marketers to evaluate marketing initiatives by measuring performance. They will be able to report on the past, analyse the present and predict the future.

Marketing analysis can be a challenging and intimidating process. Yet, analytics is perhaps the most important aspect for marketers to change the perception that marketing is a cost center. Measuring marketing activities or predicting the results are essential to successfully achieving marketing goals.
Upon completion of the programme, participants will be able to:

• Understand how marketing analytics help to attract and retain customer
• Apply analytical techniques to solve problems in customer acquisition and customer relationship   management 
• Learn how to use data to support marketing decisions 

Day 1
• Trends and Development in Marketing Analytics
• Customer Lifetime Value Calculation
• Supervised Learning and its applications        
    - Linear Regression 
    - Logistic Regression
    - Random Forest

Day 2
• Unsupervised Learning and its applications    
    - Cluster Analysis
    - Market Basket Analysis

R studio and Orange with ‘Associate’ (which is an add-on feature of basic Orange)

Basic understanding of data analytics

Who Should Attend
Marketing Practitioners, Data Analysts

Mode of Training

Marketing Analytics


28 - 29 Mar 2019


2 Days
9.00am to 5.30pm


National University of Singapore
University Town

International Participants

S$ 1605.00

  • Incl. GST

Singapore Citizens
(39 yrs old or younger) 
or Singapore PRs

S$ 481.50

  • Incl. GST

Singapore Citizens
(40 yrs or older)

S$ 181.50

  • Incl. GST

Enchanced Training Support for SMEs

S$ 181.50

  • Incl. GST

Fees & Fundings


Singapore Citizen1
39 years old or younger
Singapore Citizen1
40 years or older eligible for MCES2
Citizen1 eligible
for WTS3
Singapore PRs 

Enhanced Training
Support for SMEs4
Full Programme FeeS$1,500.00S$1,500.00S$1,500.00S$1,500.00S$1,500.00S$1,500.00
SkillsFuture Funding
Eligible for Claim Period
(19 Oct 2017 - 30 Sep 2020)
Nett Programme FeeS$1,500.00S$450.00S$450.00S$450.00S$450.00S$450.00
7% GST on Nett
Programme Fee
Total Nett Programme
Fee Payable, Incl. GST
Less Additional Funding if
Eligible Under Various Scheme
Total Nett Programme Fee, Incl. GST,
after additional funding from the various funding schemes
1 All self-sponsored Singaporeans aged 25 and above can use their $500 SkillsFuture Credit to pay for the programme. Visit to select the programme.
2 Mid-Career Enhanced Subsidy (MCES) - Singaporeans aged 40 and above may enjoy subsidies up to 90% of the programme fee.
3 Workfare Training Support (WTS) - Singaporeans aged 35 and above (13 years and above for persons With disabilities) and earn not more than S$2,000 per month, may enjoy subsidies up to 95% of the programme fee.
4 Enhanced Training Support for SMEs (ETSS) - SME-sponsored employees (Singaporean Citizens and PRs) may enjoy subsidies up to 90% of the programme fee. For more information, visit
5 Eligible organisations (excluding government entities) may apply for the absentee payroll funding via SkillsConnect at for Singaporean/permanent resident participants attending the programme during working hours. The absentee payroll funding is computed at 80% of hourly basic salary capped at $4.50 per hour or $7.50 per hour for SME or 95% of hourly basic salary for WTS. For more information, visit

Registration will close 5 working days prior to programme commencement date