This 1-day course explores what data science is and what it can do for marketers. You will walk through each stage of the data science process, with plenty of hands-on exercises along the way.

  • 22 January 2019
    1 day
    Singapore
    • $695.00 excl. GST
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    Description

    By the end of the one-day course, you will

    1. Understand the importance of data science and how it applies to marketing
    2. Be able to plan a well-structured data science project and 
    3. Deliver new data-driven insights to your business.

    Overview

    Data has become an essential part of marketing. But with the increase in the data available, new analytics techniques are required to get the most out of it.

    Recently, a new discipline, data science, has emerged which promises to help marketers leverage their data to improve results. But how does data science apply to marketing? And how can marketers use it to improve their results?

    Who Should Attend?

    This course would benefit anyone who is involved in marketing and wants to learn about innovations in analytics and how to apply them.

    While there is no specific math background required, the course will be covering statistics and spreadsheets will be used throughout the day.

    Programme

    Why data science?

    • The importance of using data to make business decisions
    • The role of statistics and analytics
    • The data science process
    • Data science vs. data analytics

    The goals of using data science for marketer

    • Understanding customers
    • Improving marketing strategies
    • Enhancing marketing performance

    Getting the data

    • Identifying what data you need for marketing
    • Statistical methods which are most useful for marketing
    • The data scientist toolkit

    Exploratory data analysis

    • Summarizing marketing data
    • Using data visualization to discover new relationships
    • Describing the distributions of data

    Data models

    • Analyzing customer behaviour using linear regression
    • Churn analysis using logistic regression
    • Creating new segments with clustering
    • Understanding A/B tests

    Data science practical

    In the final section, participants will complete a data science project including collecting, analyzing, modeling and presenting results.

    Course fee: SGD695/pax

    Early Bird Discount: Register 30 days before course start date to enjoy 10% discount

    Group Discount: Register for 3 or more participants to enjoy 5% discount

    Trainer

    jeff-rajeck

    Jeff Rajeck is currently a researcher, trainer and consultant for Econsultancy in APAC and posts frequently on the Econsultancy blog about social media marketing, analytics and statistics (http://econsultancy.com/blog/authors/jeff-rajeck).

    For the last 5 years, Jeff has been providing SEO, SEM, social and digital marketing analytics consulting in Singapore. His approach is to look at his customers' businesses from first principles and determine how best to reach and interact with their target audience using the available platforms and technology.

    Recently he has advised customers on how to use new social channels for recruitment, using an analytical approach to optimize spend and demonstrate ROI. Previous clients include Deutsche Bank, DBS, Siemens, JP Morgan, BASF, and Fujitsu - each of whom faced difficulty recruiting using other digital channels and experienced superior results on social media.

    Before working in digital media, Jeff provided analytics training to Standard Chartered Bank, The Singapore Exchange, and hedge funds. Originally from Chicago, Jeff has worked on Internet information systems for 20 years, including 10 years of managing a team of system analysts at Thomson Reuters.

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

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