Advanced Mastering Analytics – Singapore Training


Data analytics is becoming increasingly important for marketers.  Whether it’s reviewing web logs, measuring social media engagement, or conducting user surveys, being able to analyse data is a critical skill for effective marketing.

And the value of high-quality data analysis extends beyond the marketing department. If we expect companies to keep investing in marketing strategies, then we need to be able to access, analyse, and present data in a way which makes sense to the business.

The discipline of data analytics provides the framework for ensuring that the data you collect, transform, and analyse delivers a picture which both communicates the value of what you do and make sense to others at your firm.

3 Free Econsultancy Report Credits (USD 895/report) for every course participant! 

Who should attend?

This course is ideal for those in digital marketing and/or website management who are responsible for analysing customer behaviour and business objectives.  You may also be a marketing manager or agency account manager who needs to apply data analytics to build a case for investment in the marketing activities you are responsible for.

What will I learn?

This one-day course contains 4 main modules, and includes case studies and discussions about marketing data analytics. The key concepts covered include the 4 types of analytics, analytics tools and methods, customising Google Analytics, Google tag manager and A/B testing.

Analytics overview

  • The 4 types of analytics
  • How to use each type for daily tasks
  • Case studies and examples

Analytics: Data, tools, and methods

  • Relational database theory
  • Pivot tables
  • Exploratory data analysis tools and techniques

Advanced Google Analytics

  • How Google Analytics works ‘under the hood’
  • Custom metrics, dimensions, and reports
  • Tag management


  • The principles of A/B testing
  • How to conduct an A/B test
  • A/B testing pitfalls and how to avoid them



Jeff Rajeck

Research, Trainer & Consultant, Econsultancy

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 (

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. 

Tutor for: Advanced Mastering Analytics – Singapore, Econsultancy's Professional Certificate in Digital Marketing - Singapore, Proving Digital ROI Masterclass - Singapore