Campaign Analytics

Overview

This is a hands-on course that teaches you how to select optimal mix of media channels, best creative(s) for campaign and measure effectiveness of overall campaign. Topics will be taught by practical workshops using combination of various software like SPSS statistics, SPSS Modeller, and Excel.

Course Description & Learning Outcomes

This course is part of the Data Science and Graduate Certificate in Customer Analytics Practice Series offered by NUS-ISS. It is the third course in a series of three courses for the Graduate Certificate in Customer Analytics. Candidates interested in Stackable Certificate Programme in Data Science must complete two Fundamental Certificates before registering for this certificate as this is a certificate at specialist level. At the end of the course, participants will be able to: - Acquire comprehensive knowledge of Media Landscape and its role in marketing strategy - Enlist key business decisions associated with various stages of campaign strategy - Evaluate the quality of creatives and its impact on marketing goals - Develop Audience targeting strategy - Measuring the ROI of various media channels - Apply the knowledge of analytics modelling solutions to measure the short-term and long-term impacts of media channels on business KPIs

Recommended Prerequisites

- Participants should have basic knowledge in business, marketing, media and be familiar with computer/statistical software (at least perform data analysis using excel). - It will be assumed that participants will have foundational knowledge in Statistics at the level of the Statistics Bootcamp II. - Knowledge in Predictive Analytics (equivalent to our course Predictive Analytics - Insights of Trends and Irregularities is desirable.

Pre-course instructions

- No printed copies of course materials are issued. - Participants must bring their internet-enabled computing device (laptops, tablet etc) with power charger to access and download course materials. Registration close date: 03/01/2024