Predictive Analytics for Marketing



Course Reference No:
TGS-2020513890 (Classroom Learning)
TGS-2020501990 (Synchronous e-Learning)

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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

    On-campus or Online (Live)

    Speaker

    Dr. Guo Lei

     

    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.

    DATE

    08 - 09 Mar 2021 

    DURATION

    2 Days
    9.00am to 5.30pm
    (Daily)

    VENUE

    National University of Singapore
    University Town

    International Participants

    S$2,033.00

    Incl. GST

    Singapore Citizens
    (39 yrs old or younger) 

    or 

    Singapore PRs

    S$609.90

    Incl. GST

    Singapore Citizens
    (40 yrs or older)

    S$229.90

    Incl. GST

    Enhanced Training Support for SMEs

    S$229.90

    Incl. GST

    Sign Up Now

    Fees & Fundings

    International
    Participant
    Singapore Citizen1
    39 years old or younger
    Singapore Citizen1
    40 years or older eligible for MCES2
    Singapore PRs Enhanced Training
    Support for SMEs3
    Full Programme Fee S$1,900.00 S$1,900.00 S$1,900.00 S$1,900.00 S$1,900.00
    SkillsFuture Funding
    (Refer to Funding Page for Claim Period)
    - (S$1,330.00) (S$1,330.00) (S$1,330.00) (S$1,330.00)
    Nett Programme Fee S$1,900.00 S$570.00 S$570.00 S$570.00 S$570.00
    7% GST on Nett
    Programme Fee
    S$133.00 S$39.90 S$39.90 S$39.90 S$39.90
    Total Nett Programme
    Fee Payable, Incl. GST
    S$2,033.00 S$609.90 S$609.90 S$609.90 S$609.90
    Less Additional Funding if
    Eligible Under Various Scheme
    - - (S$380.00) - (S$380.00)
    Total Nett Programme Fee, Incl. GST,
    after additional funding from the various funding schemes
    S$2,033.00 S$609.90 S$229.90 S$609.90
    S$229.90


    1. All self-sponsored Singaporeans aged 25 and above can use their $500 SkillsFuture Credit to pay for the programme. Visit http://www.skillsfuture.sg/credit 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. 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 http://www.ssg.gov.sg/programmes-and-initiatives/training/enhanced-training-support-for-smes.html?_ga=2.154478072.1748789781.1519700056-512306731.1519700056
    4. Eligible organisations (excluding government entities) may apply for the absentee payroll funding via SkillsConnect at www.skillsconnect.gov.sg 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. For more information, visit https://www.skillsconnect.gov.sg/sop/portal/e-Services/For%20Employers/AbsenteePayroll.jsp
    5. Eligible individuals may apply for training allowance capped at $6/hr under the WSS scheme, visit- https://www.wsg.gov.sg/programmes-and-initiatives/workfare-skills-support-scheme-individuals.html for more information on WSS.
    6. NTUC Training Fund (SEPs) – All self-employed (i.e. freelancers and sole-proprietors-with-no-employee) Singaporeans and Permanent Residents are eligible to apply for the NTUC Training Fund (SEPs) from NTUC’s Employment and Employability Institute (e2i). Click here for more information.
    NTUC members enjoy 50% of the unfunded course fee support for up to $250 each year for courses supported under UTAP (Union Training Assistance Programme). Terms and Conditions apply. Please visit http://skillsupgrade.ntuc.org.sg
    Sign Up Now
     
    23 December 2020