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Certified Academy

Unleash the Power of Data to Optimise Your Digital Marketing Performance

Learn how to collect, analyse, apply data science to enhance digital marketing result



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Starting on 28 October 2020
Online
USD 49
YES

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, the gap in our understanding of what it can do to optimise processes, improve return of investments and maximise profits remain to be large.

By looking into the depths of data collected across the various phases on your customer’s journey, 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. Leveraging on these data-driven insights are how you can elevate your digital marketing strategy to work for your business.

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 refine your data collection to boost your digital marketing capabilities.

Who should attend?

  • Marketing professionals
  • Project managers
  • Business owners
  • Entrepreneurs
  • Data scientists
  • Digital marketers

Key learning outcomes:

  • The importance of Data Analytics in Digital Marketing
  • Understanding and exploiting data analytics to reveal new insights
  • Securing the upper management buy-in
  • Increase ROI in Digital Marketing using Data and Insights

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

Introduction – digital marketing and data

Understanding the intersection between the two is critical in the process of optimising your digital marketing channels. Data-driven marketing is the future and the foundations of your digital efforts begin here.

Module  2

Digital marketing funnel – How to plan your digital phases and use data to support

A digital campaign doesn’t begin and end with a singular ad being showcased to an internet goer. Deep dive into the processes involved in order to be able to improve your conversion rate by using data you collect along the way.

  • Digital marketing phases and marketing funnels
  • Identification of different stages of the phase
  • Campaign focus throughout phases/funnel - acquisition, retention and conversion
  • Collection of data for each phase/funnel
Module  3

KYC – Understand your target consumers / customers using data

Building rich customer profiles is the core of data collection. It’s only through these meaningful insights are organisations able to pinpoint the right offerings and pre-empt the needs of their customers. Therefore, this module will focus on the data you need for such profiles.

  • Where and how to generate customer data
  • Interpret data, organise customer related information, and extract insight
  • Develop Target Audiences (TA) consumer/ customer persona and profiling
  • Map TA consumer / customer digital journey and media touch points
Module  4

Content is king – decipher the hidden messages within your digital content

Using digital platforms and social media is a surefire way to engage your digital marketers but how can we be sure the work out there is worthwhile for your business? By delving into the numbers behind the words, you’ll be able to evaluate if you need to pivot your digital marketing direction.

  • Social content strategy
  • Social performance tracking
  • Analyse social performance
Module  5

Digital ads – tracking, A/B testing, winning formula

Delve into the world of analytics with this module. As marketers, we’re oftimes offered these numbers without much context so this is your chance to understand what goes on behind the scenes to improve your adspend conversion.

  • Introduction to Google Analytics
  • Elements that affect digital ads campaigns
  • A/B testing
Module  6

How do marketers unleash the power of data

The question we’re asking is this module is how can we be better? What should marketers do in order to break the mold and go beyond the same old insights and analytics you’ve gotten from your data. What can you do to make data work for you?

  • Effective data strategies
  • Data vs Information vs Knowledge vs Insights
  • Descriptive, Predictive and Prescriptive Analytics
Module  7

Understanding Data Analytics

This module will show you practical ways in which you can achieve the above. By getting your hands on the raw data, you can shape and sculpt it to give you the answers you did not think you need but sorely do. 

  • Methodology and Practical Techniques
  • 6 phases of Data Analytics
Module  8

Deep Dive into Data Analytics

Further refine your data analytics knowledge in this module. Learn the ways in which you can unearth new insights, and pioneer fresh understandings of your customers by looking at data in innovative ways.

  • Unpacking raw data into building blocks to discover knowledge and insights
  • Active and Passive target throughout the Digital Marketing funnel
  • Improving ROI of Digital Marketing
Module  9

Utilising Data Analytics to Optimise Your Digital Marketing Performance

Further unearth the mines of your data collection in this module by putting to use everything you have learned before into a tangible strategy that could help a marketer’s first priority: improving the return of investment for your business.

  • Practical steps to improve conversion
  • Understanding and exploiting data analytics to reveal new insight

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.