Sign up before 13 July 2020 to enjoy our pre-order rate.

Pre-order rate: USD49

Standard rate: USD139

*7% GST  on above rates is applicable for Singapore residents.

Certified Academy

Effectively Manage, Report & Present Unstructured Data for Marketers

Understanding the how to’s of collecting and creating efficient reports

Starting on 24 August 2020
USD 49

About the course:

While the world of data has been unequivocally important to marketers in evaluating performance, making the necessary changes and improving business growth efficiency, too much focus on the structured data surrounding the business can leave a vulnerable gap in our understanding and relationship with our customers.  

By looking into the qualitative, unstructured data made available now with the use of social media and customer feedback, marketers will be able to pinpoint the reasons behind certain consumer actions taken when it comes to interacting with your business. This creates a richer, deeper understanding to the reasons why trends or habits exist. Unstructured data can help bridge the gap between different touchpoints in your consumer journey and provide a more seamless experience. 

Therefore, marketers need to fully leverage their data and create insights that can convince your organisation to act. In this online course, we will focus on how you can collect unstructured data, manage it into deliverable insights and turn those insights into actionable projects.

Who should attend?

  • Marketing professionals
  • Project managers
  • Business owners
  • Entrepreneurs

Key learning outcomes:

  • Understanding and collecting unstructured data
  • Creating a reporting structure for unstructured data
  • Presenting actionable insights for upper management's buy-in

Course content

  • 8+ hours of on-demand training and instruction videos 
  • Flexible and mobile learning mode 
  • 100% online course 
  • Certificate upon completion of a post-course evaluation

Course Syllabus

Module  1

Begin with the end in mind

There are many ways you can manipulate around your unstructured data but rather than hoping to unearth some new insight, you would do well in narrowing your focus of research to reveal the sort of information you might need.  

  • Developing a clear marketing objective
  • Working backwards to understand the questions to ask 
  • Targeting on the right kind of data
Module  2

Understanding unstructured data

In this module, we go beyond what unstructured data means and where you can find it. In order to be able to churn a non-biased report, we have to be able to cut through a large swath of your consumers. Therefore, learn how to effectively mine here.

  • Understanding the different channels for different data
  • Collecting across all audience demographics
  • Minimising the data skew
Module  3

Collecting the unstructured data

This module will focus on the different ways you can go about collecting your unstructured data. We will go through the pros and cons of each method to be able to advice you on what works best for your research.

  • Data mining
  • Natural language processing
  • Text analytics
Module  4

The right tools for the job

There are many programs available out there to be able to do the aforementioned data collection for you. This module will focus on a few platforms to be able to highlight some key differences for you to find one that fits your organisation’s performance.

  • Data mining tools
  • NLP tools
  • Text analytics tools
Module  5

Preparing your report

Once you’ve gotten all your data sorted to be able to meet your marketing objective, it’s time to prepare the report. Know how to segment your insights to create a natural flow in the research. This module will highlight how you can present data in a compelling way.

  • Creating a report flow
  • Using graphs, charts and images to present your findings
  • The importance of language
  • Creating a call to action
Module  6

Presenting your unstructured data, structurally

Now comes the hardest part. The purpose of harnessing all these data is to be able to target areas that could be boosted by a marketing initiative or campaign. Now, it’s time to convince them to buy into your plan. In this module, we will teach you some of the do’s and don’ts in pitching to be able to develop a strong skill-set for public speaking and presenting.

  • Delivering it bite-sized
  • Solution driven reporting

How does this online course work?

Real life best practices
We show real case studies, techniques and methods used by experienced specialists
Optimisation of learning
The course is based on the principle: Know-See-Do, according to which the completion of each individual modules enables the quick implementation of specific activities in practice
Practical application
Apply what you learn to real-life solutions straight away with guidance from our detailed teaching materials and video recording
Learn on the go
Materials are available 24/7 on our dedicated platform. Access your course any time, anywhere
Certification of course completion
The certificate issued confirms the knowledge acquired by the participant and documents the participant’s professional development, and is available in a digital format for print or download.
Top expert
  • World-class knowledge
  • Quality study materials
  • Practical exercises
  • Frequently Asked Questions


    What background knowledge is necessary?

    Some foundational knowledge in data analytics specific to your current work function would be helpful in this course.

    Are there any dates for in-person meetings?

    No, there are no in-person meetings at an indicated place for this course. The whole course is based on online learning through an interactive educational platform. By joining the course, you gain access to all materials, video lectures, and online presentations.

    Will I receive a certificate after completing the course?

    Yes, at the end of the course, each participant will receive a certificate confirming the participation and completion of the course.