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Digital Marketing Analytics Course Brochure

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1 WSQ DIGITAL MARKETING ANALYTICS COURSE Course Brochure Transform Data Into Actionable Insights Get Google Analytics Certified Choose from online-based or face-to-face classroom learning modes
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Page 1: Digital Marketing Analytics Course Brochure

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WSQ DIGITAL MARKETING ANALYTICS COURSE

C o u r s e B r o c h u r e

Transform Data Into Actionable Insights Get Google Analytics Certified

Choose from online-based or face-to-face classroom learning modes

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Clients and testimonials, key features.

Why Learn at Equinet?

Course fees, course schedules, and FAQs

Course Information

Course description, objectives, target audience, course outline, etc.

Course Overview

TABLE OF CONTENTSC O U R S E B R O C H U R E S U M M A R Y

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COURSE OVERVIEWWSQ DIGITAL MARKET ING ANALYT ICS COURSE

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Course Codes: TGS-2019503421 / TGS-2020505256

This course is accredited by SkillsFuture Singapore under the WSQ

Skills Framework ICT-SNM-5007-1.1 Market Research

Course Fee$ 8 8 8

SkillsFuture Funding Available

Mode of DeliveryOnline-based or Face to Face Classroom

Course Duration16 Hours

WSQ DIGITAL MARKETING ANALYTICS COURSE

Transform Data Into Actionable Insights Get Google Analytics Certified

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ACCREDITED BY:T H I S C O U R S E I S

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Singaporeans are a highly-connected net savvy population, driving commerce online.  SME’s and corporate brands are rapidly recognising that a simple online presence is not enough. Consumers review and differentiate products services online. E-commerce is the best “routes to market” with great retail and brand uplift opportunities.

F&B outlets and MNC producers of FMCG, can no longer rely on television, as consumer in-market audiences have already moved online. The solutions are performance based in-market, engagement and conquest channels, with audience and buy-point segmentation, requiring performance, KPI and ROI analysis.  The challenges facing employers is how to bridge the new skills gap, within company competencies and capacity building.

This intensive two-day Digital Analytics training workshop outlines the features, advantages and benefits of digital analytics. With theory and practical exercises, designed to enhance data planning and capture capabilities, producing actionable insight. The web analytics module also zooms in on the BIG WHYs customers do the things they do on a website such as abandoning a shopping cart, spend very little time on a website, and more.

Furthermore, participants will learn how to track and measure the effectiveness of both online marketing channels (SEO, Online ads, Social Media, Content) and offline marketing channels (flyers/brochures, TV, in-store promotions) with Google Analytics, and make important business decisions such as directing your marketing dollars to the best performing channels.

COURSE DESCRIPTIONW H A T I S T H I S C O U R S E A B O U T ?

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Google Analytics Certification

Throughout the course, participants will undertake quizzes via the Google Analytics Academy platform. Upon achieving a passing score of at least 80% for all quizzes, participants will attain a Google Analytics for Beginners Certification of Completion, awarded by Google Analytics Academy.

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Through intelligent quantitative and qualitative analysis on key user behaviour metrics and deploying industry-leading analytical tools to gain a clear perspective of modern-day consumer buying journeys, Digital Analytics teams will be able to make better business decisions to achieve business objectives.

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Target AudienceThis course is suitable for Marketing Managers, Marketing Executives, Small Business Owners, employees from Digital Marketing Agencies, and individuals who wish to:

• Gain a better appreciation of digital analytics, adopt a data-first approach, and cultivate a data-driven culture for their organisations and marketing projects • Translate data into action to achieve business objectives • Attain the Google Analytics Certification for Beginners

This course is not for:

• Digital analytics practitioners with more than a year of experience on the Google Analytics platform • Individuals who have passed the Google Analytics Exams

PrerequisitesFace-to-face classroom learning mode: Each participant will be provided a windows laptop for the duration of the course. Participants may however opt to bring their own laptops.

Online-classroom learning mode: Personal computer, stable internet connection of at least 10mbps, webcam, microphone, video conferencing platform, and other logistical requirements outlined in the Online-based Classroom Learner Guide.

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COURSE HIGHLIGHTS

✓ The importance of digital marketing analytics to any organisation

✓ How to map marketing KPIs to digital analytics metrics and why is it important

✓ How to set up Google Analytics and implement tracking parameters on a live website (installing tracking code, goal setting, linking Google Ads to Google Analytics, and more)

✓ How to analyse and interpret Google Analytics Audience, Acquisition, Behaviour, and Conversions reports and translate data into actionable optimisation plans

✓ How to make better marketing decisions through understanding the impact of marketing budget allocation and benchmarking

✓ How to redefine organisational approach to analytics through the people, process, technology framework

In this course, you will learn:

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COURSE OBJECTIVES

✓ Understand the role of digital marketing analytics in the commercial and technical aspects of a modern enterprise website and market research

✓ Define critical questions throughout the user journey, map business objectives to marketing KPIs and metrics, and understand the importance of digital marketing analytics and digital data optimisation

✓ Deploy digital marketing analytics tools to establish and monitor marketing and advertising performance, KPI benchmarking, and apply key performance indicators (KPI’s) for the measurement of return on investment (ROI)

✓ Set up campaign tracking and measuring overall marketing effectives such as calculating the marketing return on investment (ROI) through applying appropriate marketing attribution models

✓ Redefine organisational approach to analytics, present marketing intelligence insights, and make key recommendations to senior management

By the end of this course, you will:

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COURSE OUTLINE

DIGITAL MARKETING ANALYTICS FUNDAMENTALSInstructor-led | Mode of delivery (Lecture, ice-breaker, group activity)

▷ What is Digital Marketing Analytics ▷ What is its Role in a Digital Framework ▷ Why Digital Marketing Analytics

DIGITAL MARKETING ANALYTICS FROM A MARKETING STANDPOINTInstructor-led | Mode of delivery (Lecture, case study, group discussion, group presentation, class discussion)

▷ Focus of Digital Analytics in Marketing and its Importance

▷ User Journey from Media to Measured Objectives ▷ Mapping Marketing KPIs to Metrics

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This course comes with 3-year free access to the e-learning course videos.

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COURSE OUTLINE (CONT…)

SETTING UP GOOGLE ANALYTICSInstructor-led | Mode of delivery (Lecture, case study, demonstration and modelling, practical, group discussion, group presentation)

▷ Google Analytics Hierarchy ▷ Creating a Google Analytics account ▷ Understanding Google Analytics permissions ▷ Setting up Google Analytics on your website ▷ Creating Standard Views ▷ Cleaning up your views with filters

ACCESSING GOOGLE ANALYTICS REPORTSInstructor-led | Mode of delivery (Lecture, demonstration and modelling, practical, class exercise)

▷ Exploring the Google Analytics interface ▷ Overview Reports vs Full Reports ▷ Creating & Sharing Dashboards & Reports

GAINING INSIGHTS INTO YOUR AUDIENCEInstructor-led | Mode of delivery (Lecture, demonstration and modelling, group project work)

▷ Analysing Audience Reports ▷ Understanding your audience ▷ Sample Customer Persona

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COURSE OUTLINE (CONT…)

EXPLORING YOUR TRAFFIC Instructor-led | Mode of delivery (Lecture, demonstration and modelling, group discussion, group presentation)

▷ Source vs Medium vs Channel ▷ Important Traffic Reports (Acquisition Channels) ▷ Accessing benchmarking reports ▷ How to Improve Your Marketing Efforts

DETERMINING VISITOR BEHAVIOURInstructor-led | Mode of delivery (Lecture, demonstration and modelling, group project work, practical)

▷ Analysing Behaviour reports ▷ How to improve your user experience

MEASURING CAMPAIGNS & CONVERSIONS

▷ Campaign Tagging ▷ Analysing Goals Reports ▷ Setting Up Goals ▷ Tracking Google Ads in Google Analytics ▷ Measuring ROI

Instructor-led | Mode of delivery (Lecture, demonstration and modelling, practical)

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COURSE OUTLINE (CONT…)

REDEFINING ORGANISATIONAL APPROACH AND ANALYTICSInstructor-led | Mode of delivery (Lecture, class discussion)

▷ People: No ‘I’ in team ▷ Process: Standardise Efforts ▷ Technology: Simplify Life ▷ Emerging Trends: What's Coming Up

ASSESSMENT COMPONENT▷ Short Answers/ Structures Questioning (Written

Assessment) ▷ Case study (Written Assessment) ▷ Competitor Analysis

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CERTIFICATIONW S Q D I G I T A L M A R K E T I N G A N A L Y T I C S C O U R S E

A SkillsFuture WSQ Statement of Attainment (SOA) – ICT-SNM-5007-1.1 Integrated Marketing under the

National Infocomm Competency Framework (NICF) and Certification of Completion by Equinet Academy

will be awarded to candidates who have demonstrated competency in the WSQ Digital Marketing

Analytics assessment and achieved at least 75% attendance.

Participants will also attain the Google Analytics for Beginners Certificate of Completion issued

by Google Analytics Academy upon achieving a passing score of at least 80%

Google Analytics For Beginners Certificate of Completion

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CERTIFIED DIGITAL MARKETING STRATEGISTC O M P L E T E 6 D I G I T A L M A R K E T I N G C O R E M O D U L E S T O B E C O M E A

Certified Digital Marketing Strategist (CDMS) Programme

Modules

DIGITAL MARKETING STRATEGY

CONTENT MARKETING

SEARCH ENGINE

OPTIMISATION

DIGITAL ADVERTISING

SOCIAL MEDIA

MARKETING

DIGITAL MARKETING ANALYTICS

1 2 3 4 5 6

CERTIFIED DIGITAL MARKETING STRATEGIST

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DHAWAL SHAHT R A I N E R P R O F I L E

Dhawal Shah is an entrepreneur, coder and adventurer with extensive experience in digital marketing, digital transformation and management.

He is a Director at 2Stallions Digital Marketing Agency, an award-winning regional digital marketing agency, that he co-founded in 2012, with a growing team of specialists spread across Singapore, Malaysia, Indonesia, India & the Philippines. He has worked on hundreds of successful digital marketing projects with clients ranging from startups to MNCs.

He is well-versed in product development & management and possesses deep knowledge in performance-driven digital marketing strategy and analysis that incorporates SEO, online advertising, social media, email automation and data analytics.

Additionally, Dhawal has developed and delivered courses around the region in Singapore, Malaysia, Vietnam, Cambodia. These include digital marketing training for corporate clients and digital transformation & technopreneurship workshops for international governments via the Ministry of Foreign Affairs Singapore.

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DHAWAL SHAH (CONT…)T R A I N E R P R O F I L E

He was an early employee at a startup in Silicon Valley, which was later acquired by Skype and an engineer at the Defense Science Technology Agency (DSTA) in Singapore, where he managed large-scale, multi-million dollar Enterprise IT projects.

Dhawal co-founded a self-developed eCommerce startup in 2012 for which he successfully raised $50,000 in 30 days via a Kickstarter campaign. Through the use of SEO and content marketing, he built a blog that grew to over 100K unique visits per month in organic traffic in the space of 8 months to grow sales.

Driven by a keen sense of adventure, he most recently braved Class 5 rapids in New Zealand’s Rangitata River and swam with dolphins in Kaikoura, NZ. He has also summited Mt Kilimanjaro, the highest peak on the African continent.

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WHY LEARN AT EQUINET?WSQ DIGITAL MARKET ING ANALYT ICS COURSE

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COMPANIES WHO HAVE ATTENDED OUR COURSESO U R C L I E N T E L E

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COMPLIMENTARY REFRESHERRe-attend the course, free of charge. Up to 1 complimentary refresher for up to 3 years after the last date of the course attended.*

POST-TRAINING SUPPORTThe post-training support programme is available to past trainees who have successfully completed the course. It serves as a consultation to address any hurdles faced while implementing the strategies and tactics shared during the course on real world campaigns. Contact your course trainer directly via email.

HANDS-ONRetain knowledge better through practice and feedback. We apply instructional design methodologies such as Gagne’s 9 Events of Instruction to enhance your learning and retention.

STRUCTURED CURRICULUMC O M P R E H E N S I V E A N D

Course modules are designed to build on the foundations, gradually leading up to the main course, and finally reinforcing the concepts learned through practice and feedback.

* Refresher seats are specially allocated for refresher trainees and are non-participative. Refresher trainees may opt to take up participative seats subject to availability.

E N J O Y A C C E S S

G E T

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Feature NameW R I T E H E R E

INDUSTRY EXPERTSD E V E L O P E D A N D D E L I V E R E D B Y

Our team of digital marketers are passionate individuals dedicated to imparting their years of knowledge and experience to our learners.

UP-TO-DATEC U R R I C U L U M A N D C O U R S E W A R E A R E

Our curriculum developers who are in charge of keeping the curriculum and courseware up to date are active practitioners and experts in their respective fields.

REAL-WORLD PRACTICAL SETTING

R E A L I S T I C ,

Shorten your learning curve through real-world case studies and practical examples.

MODERN TRAINING FACILITIES

E X P E R I E N C E

Our training rooms are equipped with laptops, 500mbps internet connection, hexagon-shaped cluster seating, and comfortable swivelling chairs, providing you a cozy yet open learning environment.

ACTIONABLE STRATEGIES

T A K E A W A Y

Takeaway actionable strategies, frameworks, and processes you can implement to new or existing campaigns.

3-YEAR ACCESS TO COURSE MATERIALS

G A I N

Worried your course materials accessed a year ago have become outdated? Fret not, signing up for this course gains you 3-year access to the course materials via our learning management system.

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TESTIMONIALSW H AT O U R T R A I N E E S S A Y A B O U T O U R C O U R S E

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Audrey Wu

“Though there was a lot of information to be absorbed, Dhawal was able to share insights in a layman's perspective and it made it easy for me to understand the module.”

E s q u i r e

Ina Jasni

“This is my second course with Equinet, I am thoroughly amazed at how the trainers condensed the course content into something that was easier to digest! For this Google Analytics course, I was surprised I was even able to follow through the class with not much difficulties (given that I am not a data savvy person).”

I n t e g r a t e d H e a l t h I n f o r m a t i o n S y s t e m s

Sim En Qi

“Even though I’ve been using GA for years (self-taught and learned from former managers), I learned a lot more from this course as it is much better than the videos offered in Google Analytics academy.”

N a t i o n a l H e r i t a g e B o a r d

Aye Mon

“A course that exceeded my expectations overall. Detailed and patient guidance by the trainer – who not only taught us how to use GA, but also shared plenty of current industry insights and relevant real-life examples. Would highly recommend for anyone looking to learn more about data analytics in marketing.”

W o r k f o r c e S i n g a p o r e ( W S G )

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COURSE INFORMATIONWSQ DIGITAL MARKET ING ANALYT ICS COURSE

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COURSE FUNDING

WSQ Course Funding (Up to 70% Subsidy)

Calculation of funding eligibility Original Course Fee: $888 Net payable fees after funding are as follows:

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What are WSQ Courses? The Singapore Workforce Skills Qualifications (WSQ) is a national credential system by SkillsFuture Singapore that trains, develops, assesses and certifies skills and competencies for the workforce.

Skillsfuture CreditWhat is SkillsFuture Credit? Singapore Citizens above 25 with SkillsFuture Credits in their SkillsFuture Credit account may use it to offset any outstanding course fees for SkillsFuture approved courses.

Absentee PayrollWhat is Absentee Payroll? Absentee Payroll (AP) funding is a grant to help employers defray the manpower costs incurred when they send their employees for certifiable skills training during working hours.

Post-Secondary Education Account (PSEA)What is PSEA? Singaporean Citizens can use his/her PSEA funds to pay for approved fees and charges for WSQ programmes. The PSEA will be closed when the account holder turns 31. Any unused funds in the PSEA will be transferred to the account holder’s CPF.

Skillsfuture Enterprise Credit (SFEC)For SSG-funded courses, companies can tap on the SFEC to subsidise up to 90% of out-of-pocket fees (i.e. nett course fees after funding, certification fees, assessment fees) for WSQ courses, capped at $10,000 per company.

The following course funding & subsidies are available for WSQ courses. For more detailed funding information, visit www.equinetacademy.com/faq

SINGAPOREAN CITIZEN SINGAPOREAN PR

COMPANY-SPONSORED (SME)

$328.56 (Before GST: $266.40)

$328.56 (Before GST: $266.40)

COMPANY-SPONSORED (Non-SME)

$506.16 (Before GST: $444)

$506.16 (Before GST: $444)

SELF-SPONSORED (21 - 39 years old)

$506.16 (Before GST: $444)

$506.16 (Before GST: $444)

SELF-SPONSORED (Above 40 years old)

$328.56 (Before GST: $266.40)

$506.16 (Before GST: $444)

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COURSE SCHEDULES

View Available Course Dates via

www.equinetacademy.com/courses/digital-web-analytics-course-registration/

Course Duration: 2 Days (9am – 6pm)

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Online classroom and Face-to-face learning modes available.

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FAQsF R E Q U E N T L Y A S K E D Q U E S T I O N S

+ How is this course different from other digital marketing analytics courses in the market?This course provides you with bite-sized, yet comprehensive and actionable digital marketing analytics strategies and tactics that you can implement right after the course. Unlike other Diploma and certification courses, which are packed with assignments and require a long-term time commitment, you can get a comprehensive overview of what digital marketing analytics is all about in two days. After completing this course, you can then progress to the Advanced Digital Marketing Analytics course and other advanced and elective digital marketing courses.

At Equinet Academy, we are committed to delivering quality training:

• We provide you with 3-year access to up-to-date course materials (learner’s guide, slides, templates, and other training resources) which you can still access after the training via the learning portal. • You will not sit through hours and hours of dry and tormenting lecture. Instead, you will experience fun and engaging sessions as we apply instructional design learning methodologies such as group discussions, group project work, case studies, interactive quizzes, and hands-on implementation of the concepts learnt. • You will be guided by an experienced professional in the field of digital marketing analytics, who will be able to provide you with actionable advice and costly mistakes to avoid, thus shortening your learning curve. • You will be provided with additional support after completing the course.

+ What is the difference between online classroom and face-to-face traditional classroom?Typically, in a traditional classroom, classes are conducted with 1 trainer to 20 – 24 learners in a cluster or classroom seating format. Group discussions, group presentations, lectures, peer-to-peer coaching are all conducted face-to-face (in-person).

In an online-based classroom, lessons will be delivered via a video conferencing software, Zoom. Lectures will be conducted via screensharing, while group discussions and group brainstorming will be conducted via “breakout” rooms (individual virtual rooms) to split up discussions into smaller groups.

Both learning modes essentially offer the same course content and learning outcomes.

Read the Online-based Classroom Learner Guide for a more detailed comparison on both formats.

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FAQs (CONT…)F R E Q U E N T L Y A S K E D Q U E S T I O N S

+ Is 2 days sufficient to meet the learning objectives?

Equinet Academy's courses are designed to provide bite-sized yet comprehensive information to be delivered within 1-3 days. The courses not only include theory but also hands-on practical experience so that trainees can take away applicable knowledge.

If you feel that you have not met the learning objectives at the end of the course, you are always welcomed to resit the course online without any cost on your end. You will also have 3-year access to the courseware online which you may review, and post-training Ask Me Anything sessions to address your challenges with a subject matter expert.

If you want to further your knowledge and skills in digital marketing analytics, you may progress to the advanced Digital Marketing Analytics course to learn practitioner-level skills.

+ What is the difference between this course and the Advanced Digital Marketing Analytics course?

The WSQ Digital Marketing Analytics course covers the fundamental concepts of Google Analytics. By the end of the course, you will earn the Google Analytics for Beginners certificate awarded by Google Analytics Academy.

The advanced Digital Marketing Analytics course goes into more detail covering more advanced concepts of Google Analytics. Toward the end of the course, you will attempt to pass the Google Analytics Individual Qualification (GAIQ). This certification is also awarded by Google Analytics Academy and it demonstrates a high level of proficiency in Google Analytics.

You may go through and review both course outlines in detail and contact us should you have any specific questions on this.

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FAQs (CONT…)F R E Q U E N T L Y A S K E D Q U E S T I O N S

+ Can’t I learn everything online?Our courses offer a very hands on approach so that you will be able to apply these concepts learnt in the course in real life practical situations. Moreover, our trainers are industry experts who can clarify your doubts in real time. We also offer post-training support which includes unlimited 2-hour Ask Me Anything sessions with an industry expert for up to 3 years, an online refresher seat within 3 years post-training, forum support, and 3-year access to up-to-date courseware via the learning portal.

+ If I have specific questions relating to digital marketing analytics after the course, can I consult the trainer?Yes, you may most certainly book unlimited complimentary 2-hour Ask Me Anything sessions with a subject matter expert for up to 3 years to clarify your doubts or address any challenges you may be facing. The links to book your Ask Me Anything sessions will be emailed to you after your course.

+ Do I have to prepare anything before attending the course?For in-person training, do bring along a laptop. You also have the option to loan a laptop from us for the duration of the course. You may also want to bring along a jacket in case the room gets cold.

For online classes, do ensure you have a functional laptop and have Zoom installed prior to class. For more details, you may read the Online-based Classroom Learner Guide.

As there will be WSQ assessments conducted in this course, you are required to bring along your NRIC or any form of photo identification for ID verification purposes.

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FAQs (CONT…)F R E Q U E N T L Y A S K E D Q U E S T I O N S

+ Will this course allow me to acquire sufficient skills to find a job as a digital marketer?Though you may gain useful skills and applicable knowledge after completing this course, landing a job in digital marketing is a different level as some field experience is required. For more information on kickstarting a career in digital marketing, you may explore our Digital Marketing Career Portal.

+ Are there any funding or government subsidies for this course?You may be eligible for up to 70% SkillsFuture subsidies. If you wish to check your funding eligibility, you may complete step 1 of the course registration form to check your nett course fees payable after all available subsidies.

For more information on all available course funding/grants/subsidies, you may check out this FAQ page.

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+ Are there any other prerequisites/criteria I need to meet in order to attend this course?You are required to have basic computer navigational skills such as opening and closing, dragging and dropping, copying and pasting of files.

If you have no prior experience in sales and marketing, attending the Digital Marketing Strategy course prior to this course is recommended, although not a requirement.

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FAQs (CONT…)F R E Q U E N T L Y A S K E D Q U E S T I O N S

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+ I’m still unsure whether this course can help me meet my objectives.If you’re unsure about your learning objectives, you may use the Course Selector Tool to get course recommendations tailored to your needs, or claim your free 5-step Digital Marketing Strategy Guide.

If you are still unsure whether this course is suitable for you, please leave your contact details here. A course consultant will get in touch with you to recommend appropriate course(s) based on your learning objectives.

+ How do I sign up?You can sign up for this course through this link. Once you have registered for the course, we will follow up with you via email regarding your course registration.

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SIGN UP NOW

W S Q D I G I T A L M A R K E T I N G A N A L Y T I C S ( G O O G L E A N A L Y T I C S C E R T I F I C A T I O N )

*www.equinetacademy.com/digital-web-analytics-google-analytics-training-course

Choose from online-based or face-to-face classroom learning modes

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SkillsFuture Funding Available*


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