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 course 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 course, 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
Outline
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
Tools
Orange, R
(R is optional and will be used for demo if time permits)
Pre-Requisites
Basic understanding of data analytics
Who Should Attend
Marketing Practitioners, Data Analysts
Mode of Training
Online Workshop using Zoom
Dr Guo Lei
Dr Guo Lei is an active educator and researcher in data science, behavioural study and design thinking, with extensive experience in delivering practice-based learning programmes and applied research projects with successful results.
Starting her career in Singapore as a marketing practitioner, Dr Guo worked across manufacturing, entertainment and education industries. She was the Chief Representative in China for a Singapore listed company. She was also responsible for setting up Shanghai Office and promoting executive education programmes for NUS Business School in Greater China market.
With the aspiration of bridging the gap between research and practice, Dr Guo pursued her PhD in the UK, where she worked on large-scale research projects with Cambridge University Service Alliance, BAE Systems and China Mobile.
Dr Guo returned to Singapore and joined NUS as a faculty member in 2011. She has particular experience in tackling complex challenges through applied research and education. She was the Principal Investigator for a series of research projects to inform better public transport policy decisions. She consults local and overseas corporate clients on data analytics, user experience design and service innovation. Dr Guo teaches executive programmes of Data Analytics and Design Thinking at NUS. She has a passion for engaging and inspiring working professionals at all levels by applying the theory to real world business applications.
Dr Guo holds a PhD in Marketing from University of Exeter, an MBA from University of Adelaide and a BA in Literature from Beijing Normal University.