Econsultancy’s Mastering Data and Analytics Workshop (SG)

A 2-day advanced workshop that aims to create a new generation of ‘data refiners’ who can extract, transform and analyse marketing data to draw valuable insights and help their companies improve marketing performance.

OVERVIEW

As the saying goes, data is the new oil – valuable and, in many cases, just waiting to be discovered. But, just like oil, if it remains unrefined it cannot be used to power our companies’ decision-making engine.

The Econsultancy’s Mastering Data & Analytics Workshop aims to create a new generation of ‘data refiners’ who can extract, transform and analyse marketing data to draw valuable insights and help their companies improve marketing performance.

Starting on day one with the purpose, possibilities and limits of analytics, this course will quickly segue into hands-on data analysis of digital marketing channels, platforms, and web-based businesses. Day two, then, provides numerous exercises which will help marketers clearly understand how they can apply analytics across to solve the marketing problems which companies face today.

Finally, participants will learn how to operationalise what they have learned so that they will finish the course with a clear notion about how to apply analytics to their everyday work.

WHO SHOULD ATTEND

Aimed at marketing analytics executives and above, this course will benefit anyone who seeks to gain new insights and improve business performance from the ‘oil’ of the 21st century data.

HOW WILL I BENEFIT

By the end of the course, attendees will

  1. Understand the analytics process and when to apply it
  2. Be familiar with a wide range of marketing analytics tools and platforms
  3. Know how to apply statistical methods and models to numerous real-life marketing situations
  4. Be ready to operationalise everything that they have learned about data-driven marketing

WHAT WILL I LEARN

Day 1

Digital marketing analytics overview

  • Why digital marketing analytics?
  • The analytics process
  • When to use digital marketing analytics

Overview of analytics concepts

  • Fundamentals of statistics and statistical analysis
  • Digital marketing response and explanatory metrics
  • Using dimensions to clarify and model data

Analytics tools

  • Web analytics and tag management
  • Reports, charts and data structures
  • Excel, R, and other statistical tools

Hands-on analytics workshop

  • Corporate site analytics
  • B2B lead gen site analytics
  • Ecommerce site analytics

Day 2

Audience analytics

  • Optimizing marketing tactics through segmentation
  • Improving marketing performance using post-hoc segments
  • Clustering analysis to find new segments and new customers

Channel analytics

  • Comparing channel performance
  • Multi-channel attribution
  • Measuring media impact on revenue

Behavioural analytics

  • Determining consumer interests through search behaviour
  • Personalizing content and offers
  • Identifying ‘at risk’ customers

Conversion analytics

  • Mapping the customer journey
  • Discovering leaks in the funnel
  • Identifying high potential customers and scoring leads

Operational analytics

  • Digital measurement frameworks
  • Planning and structuring tests
  • Digital analytics reporting
  • Measuring and proving digital ROI

 

COURSE FEE:

  • S$1,950 per participant (exclu GST)
  • 50% course fee subsidy is available for Singaporeans & Permanent Residents (PRs) subject to terms and conditions. Participants pay only the remaining 50% of course fees after all applicable discounts. The 50% course fee subsidy is claimed by Econsultancy/ClickAcademy Asia from NTUC/e2i.

NTUC Members can claim 50% of unfunded course fees up to $250 a year through UTAP. More information can be found here.

Click here to see our Refund Policy.

About The Instructor

Jeff Rajeck
Senior Trainer

Jeff Rajeck is currently a researcher, trainer, and consultant for Econsultancy in Asia-Pacific and posts frequently on the Econsultancy blog about digital marketing with a focus on analytics.

For the last 5 years, Jeff has been providing marketing training and consulting in the APAC region. He encourages his clients to take a critical look at their marketing tactics to ensure they support business goals and objectives. Additionally, he believes that marketers should form hypotheses, run experiments and use analytics to support their decisions.

Recent customers have included global firms such as Adidas, Cathay Pacific and Remy Cointreau as well as Asian companies including JetPrivilege, Great Eastern, and Singtel.

Before working in digital media, Jeff ran a team of system analysts at Thomson Reuters in London, New York and, most recently, in Singapore.

Jeff holds a BA in English from University Of Illinois (Urbana-Champaign), a PgD in Computing from Manchester Metropolitan University (UK), and a Master’s in Financial Engineering from Nanyang Technological University (Singapore).

Jeff is a proud father of 3 and enjoys spending time with family – as well as rare moments of peace and quiet.

About The Instructor

Jeff Rajeck
Senior Trainer

Jeff Rajeck is currently a researcher, trainer, and consultant for Econsultancy in Asia-Pacific and posts frequently on the Econsultancy blog about digital marketing with a focus on analytics.

For the last 5 years, Jeff has been providing marketing training and consulting in the APAC region. He encourages his clients to take a critical look at their marketing tactics to ensure they support business goals and objectives. Additionally, he believes that marketers should form hypotheses, run experiments and use analytics to support their decisions.

Recent customers have included global firms such as Adidas, Cathay Pacific and Remy Cointreau as well as Asian companies including JetPrivilege, Great Eastern, and Singtel.

Before working in digital media, Jeff ran a team of system analysts at Thomson Reuters in London, New York and, most recently, in Singapore.

Jeff holds a BA in English from University Of Illinois (Urbana-Champaign), a PgD in Computing from Manchester Metropolitan University (UK), and a Master’s in Financial Engineering from Nanyang Technological University (Singapore).

Jeff is a proud father of 3 and enjoys spending time with family – as well as rare moments of peace and quiet.