Marketing Analytics and Growth Hacking for Scale

Marketing analytics is the process of tracking and analyzing data from marketing efforts, often to reach a quantitative goal. Insights gleaned from marketing analytics can enable organizations to improve their customer experiences, increase the return on investment (ROI) of marketing efforts, and craft future marketing strategies, according to an HBS article. According to a report conducted by PwC, highly data-driven companies are three times more likely than their less data-driven counterparts to see significant improvements in decision-making. Whether you work with marketers or are one yourself, it’s important to be familiar with the basics of marketing analytics and how it can inform your organization’s decisions. According to another PwC report, marketing and analytics teams often don’t work together as much as they could. Yet with each other’s help, they can significantly grow the business with customer insight and targeted marketing. This course provides an overview of the fundamentals of marketing analytics and the different types of modeling and builds a foundation for growth hackers to enable the core concepts in a systematic manner.

Course Learning Objectives:

  • Gain an understanding of what marketing analytics is and its importance and learn different areas of marketing analytics such as MMM, Attribution Modeling, and UMM with help of examples.
  • Familiarize yourself with the concept, channels, tools and tactics of growth hacking.

Faculty

Dr Guo Lei

Dr Guo Lei

Senior Fellow, NUS Business School

Dr Guo is an active educator and researcher in data science, behavioural study and design thinking, with extensive experience in delivering practice-based learning programmes and applied research projects with successful results.

Starting her career in Singapore as a marketing practitioner, Dr Guo worked across manufacturing, entertainment and education industries. She was the Chief Representative in China for a Singapore listed company. She was also responsible for setting up Shanghai Office and promoting executive education programmes for NUS Business School in Greater China market.

With the aspiration of bridging the gap between research and practice, Dr Guo pursued her PhD in the UK, where she worked on large-scale research projects with Cambridge University Service Alliance, BAE Systems and China Mobile.

Dr Guo returned to Singapore and joined NUS as a faculty member in 2011. She has particular experience in tackling complex challenges through applied research and education. She was the Principal Investigator for a series of research projects to inform better public transport policy decisions. Dr Guo has a passion for engaging and inspiring working professionals at all levels by applying the theory to real world business problems.

Dr Guo holds a PhD in Marketing from University of Exeter, an MBA from University of Adelaide and a BA in Literature from Beijing Normal University.

Syllabus

Learning Objectives:
  • Gain an understanding of what marketing analytics is and its importance and learn different areas of marketing analytics such as MMM, Attribution Modeling, and UMM with help of examples.
Module Components:

Video Lectures:

  • Marketing Analytics: What it is and Why it Matters
  • Marketing Mix Modeling
  • Attribution Modeling

Readings:

  • Understanding Marketing Analytics in Detail
  • Case Study: L’Oreal Utilized MMM
  • Unified Marketing Measurement
  • Case Study: How Regions Bank Improved ROI With UMM
  • B2B vs. B2C Marketing Analytics

Quiz:

  • Marketing Analytics and UMM
Learning Objectives:
  • Familiarize yourself with the concept, channels, tools and tactics of growth hacking.
Module Components:

Video Lectures:

  • What is Growth Hacking?
  • Growth Hacking Example – Air BnB
  • A Framework for Growth Marketing
  • Growth Marketing Channels

Readings:

  • The Principles of Growth
  • Growth Hacking 101
  • Growth Marketing Tools and Tactics

Quiz:

  • Growth Hacking for Driving Scale 

     

     

     

     

     

     

     

     

     

     

     

     

     

     

     

     

     

     

 

Readings:

  • An Introduction to Inbound Marketing Analytics and Tools by HubSpot

 

Support

Please email support@northwest.academy for any support required with respect to the program, course or platform.