NUS AMP – 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 understanding of marketing analytics strategy, tools and techniques for UMM, and growth hacking.

Private

Course Learning Objectives:

  • Gain an understanding of what marketing analytics is and its importance.
  • Learn different areas of marketing analytics such as RFM analysis with examples.
  • Acquire an understanding of marketing analytics tools and techniques. 
  • Familiarize yourself with the concept, channels, tools and tactics of growth hacking.

Faculty

Dr Guo Lei

Dr Guo Lei

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. She consults corporate clients on data analytics, user experience design and service innovation. Dr Guo teaches executive programmes of Data Analytics and Design Thinking at NUS. She has a passion for engaging and inspiring working professionals at all levels by applying the theory to real world business applications.

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

Syllabus

Learning Objectives:
  • Gain an understanding of what marketing analytics is and its importance.
  • Learn different areas of marketing analytics such as RFM analysis with examples.
Module Components:

Video Lectures:

  • Marketing Analytics: What it is and Why it Matters
  • RFM analysis for customer segmentation and loyalty marketing

Readings:

  • How Target Figured Out a Teen Girl Was Pregnant Before Her Father Did
  • How Companies Learn Your Secrets
  • Using Marketing Analytics to Drive Superior Growth

Quiz:

  • Marketing Analytics Strategy
Learning Objectives:
  • Acquire an understanding of marketing analytics tools and techniques.
Module Components:

Video Lectures:

  • Getting Started with Orange: Welcome to Orange
  • Data Workflows with Orange
  • Widgets and Channels with Orange
  • Loading Your Data with Orange
  • Marketing Analytics Workshop for Aug 19_AMP

Readings:

  • Customer Segmentation
  • Customer Segmentation for Geo-Targeted Marketing
  • Explaining Customer Segments for Business

Quiz:

  • Marketing Analytics Tools and Techniques for UMM

     

     

     

     

     

     

     

     

     

     

     

     

     

     

 

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

Video Lectures:

  • Growth Hacking 101
  • Growth Marketing Channels
  • A Framework for Growth Marketing
  • Growth Hacking Example – Air BnB
  • Growth Hacking Example – Pinduoduo

Readings:

  • The Principles of Growth
  • Referral Marketing Explore the Strategy of Referral Marketing
  • Dropbox grew 3900% with a simple referral program. Here’s how!
  • Hacking Word-of-Mouth: Making Referrals Work for Airbnb
  • Growth Marketing Tools and Tactics
  • Growth Hacking Tactics for Small Business

Quiz:

  • Growth Hacking for Driving Scale

     

     

     

     

     

     

     

     

     

     

     

     

     

     

 

Support

Please email [email protected] for any support required with respect to the program, course or platform.