Professional Certification in Data-Driven Marketing
Data-driven marketing is the strategy of using customer information for optimal and targeted media buying and creative messaging. It is one of the most transformational changes in digital advertising that has every occurred. Some of the benefits of data driven marketing include efficient media buying, targeting the right consumers, and messaging audiences with relevant messages.
In this 2-day course, you will learn to master the use of Google Analytics Solutions Platform (Google Analytics, Google Tag Manager, Google Data Studio, Google Search Console, and Google Optimise) to correctly interpret data, and apply decision making that will drive performance and return-on-investment (ROI) to achieve robust and sustainable business growth. You will also uncover practical execution strategies on how to test various digital channels for better outcomes. At the end of the course, you will understand what levers and metrics count when evaluating your online performance and what you can do to apply what you’ve learned to future campaigns.
In this 2-day practical, hands-on, course, you’ll be learning the methodologies, processes, and execution of data driven marketing. You will also:
- Learn how to transform into a T-shaped marketer with a focus on digital analytics
- Gain insights on the leading and lagging metrics in measuring performance
- Understand the levers that drive performance
- Build confidence on what initiatives are working and not working
- Determine the most cost-effective marketing channels for investment
- Improve your reporting and KPIs
- Understand your web analytics reports
- Understand the best practice in running A/B/N testing and multivariate testing (MVT) testing
- Learn how to use a Google Analytics audit template
What You’ll Learn
This course is designed to take you from a beginner to advanced level analytics professional.
- The correct metrics to evaluate your marketing performance
- Use data to improve the efficiency and effectiveness in planning your digital acquisition marketing forecast and performance
- Use data to determine the value of your customers
- Implement a test program to improve campaign performance
- Leverage your marketing spend and improve ROI
- Professionals from digital marketing and campaigns
- Business leaders and owners
- Business Analysts
- Individuals with an interest in analytics
Participants should ideally have the necessary technical skills. Basic computer knowledge is required as participants are required to bring a laptop.
Module 1: Sales and ROI
This module will focus on creating a strategic digital analytics framework for your business and on setting up goals, strategies, KPIs, and funnels.
- Understanding customers purchase journey
- Setting up goals, strategies, and KPIs
- Funnel optimisation for conversions and ROI
Module 2: Google Analytics + Google Tag Manager
This module will focus on learning and using Google Analytics and Tag Manager set-up and basic configurations.
- Foundations: (basics, account structure, URL tagging)
- Configurations (filters, advance segments, channel grouping)
- Mastering Google Analytics admin
- Attribution modelling
Module 3: Data and Statistics
This module will focus on the maths and statistics behind digital analytics and conversion rate optimisation.
- Digital analytics foundation
- Overcoming the barriers to implementing analytics
- Understanding data in digital analytics
- Best excel charts for data analysis and reporting
- Understanding conversion and conversion rate
- Introduction to Key Performance Indicators (KPIs)
- Tracking metrics and KPIs
Module 4: Google Data Studio
This module will focus on the Google Data Studio essentials
- Getting started with Google Data Studio
- Data sources and connectors
- Working with Google Sheets
- Type of charts:
- Time charts
- Bar charts
- Pie charts
- Geo maps
- Line charts
- Area charts
- Scatter charts
- Pivot table
- Bullet tables
Award-Winning Digital Marketing Expert: Ariff Kamal
Ariff Kamal is the co-founder of Think Digital Academy, a training and advisory firm based in Singapore with a presence in Malaysia and Indonesia specializing in digital marketing excellence for brands and agencies. He is also the Group Organic Lead for MoneySmart Group, the leading finance comparison platform in SEA across Singapore, Hong Kong, Taiwan, Indonesia and the Philippines.
Ariff was formerly the SEO Director with GroupM APAC and has consulted regional brands like WPP, P&G, Fonterra, Sime Darby Motors, NUS Business School, General Electric and many more Fortune 500 companies in digital marketing strategies and best practices across South East Asia, Japan and Korea since 2006.
Ariff also actively speaks for Google at Industry Events across South East Asia. He was one of the few certified Google Regional Trainer that trains the official Google AdWords and Analytics certification courses for various agencies, brands, and universities throughout Singapore, Malaysia, and Indonesia.
“Ariff was outstanding in training us about data-driven marketing. His knowledge and experience was very useful towards our learning experience. I think it is a skillset that empowers people to progress within their fields of work.”
Vincent Lee, Consultant, Ministry of Home Affairs