Digital Marketing - Gaining Customer Insights with Digital Marketing Analytics!

Course Provider

Centre for Professional and Continuing Education (PaCE@NTU)


Continuing Education and Training Certificate


You have learnt about digital marketing, how social media marketing and paid campaigns work. This module will further explore the use of digital analytics to gain actionable insights to discover your customers’ needs and wants, get a good overview of which specific social media channels or paid campaigns did your customers know about your product and services, assess the amount of time spent on your website before your customers finally “abandon” your site or purchase an item successfully. The ability to apply digital analytics will equip you with essential technique to improve your current marketing strategy, establish key performance indices (KPI) for ROI tracking and ultimately, improve your revenue.

The course will be useful for professionals who have a basic understanding of digital marketing, social media marketing and how marketing campaign works but would like to explore the data capability in digital marketing analytics.

Course Availability

  • Date(s): 28 to 29 Feb 2024

    Time: 9:00AM to 5:00PM

    Venue: NTU@one-north campus, Executive Centre (Buona Vista)

    Registration is closed.

  • Date(s): 02 to 03 May 2024

    Time: 9:00AM to 5:00PM

    Venue: NTU@one-north campus, Executive Centre (Buona Vista)

    Registration Closing Date: 11 Apr 2024

At the end of this course, learners will be able to:

• Gain knowledge in the fundamentals of Digital Marketing Analytics
• Understand the application of digital marketing analytics in organizations
• Map marketing KPI to digital analytics metrics to achieve marketing objectives
• Set up Google analytics account
• Link ad campaign account into GA account for tracking purposes
• Interpret the main reports in Google Analytics
• Re‐align existing marketing strategies
• Generate key reports and recommendations for management and stakeholders

Day 1: Fundamentals of Digital Marketing Analytics
o Introduction to digital marketing analytics
o Applications of digital marketing analytics in organizations
o Understanding how Google Analytics works
o Class activity #1 to build on concept
o Exploring Google Analytics Reports in details
o Gaining audience insights of your persona with GA
o Understanding traffic channels with GA
o Improve your user experience by analysing their behaviour with GA
o Measuring campaigns and ROI with conversions data
o Mapping marketing KPIs to metrics
o Class activity #2 to build on concept

Day 2: A Practical Approach
o Setting up your Google Analytics Account
o Installation of tracking codes in GA account
o Hands on session on data extraction
o Generate reports from GA to meet specific objectives
o Create dashboards and custom segments
o Interpret collected data for strategy re‐alignment
o Course Debrief
o 30 mins written assessment



This course will be useful for digital marketers, analytics manager, digital marketing strategist, marketing managers, entrepreneurs, business owners and marketing management roles that require you to manage third party agencies.


  • GCE ‘O’ level with minimum 2 years relevant working experience OR
  • GCE ‘A’ Level or polytechnic diploma OR
  • NITEC in any specialization with 3 years working experience
  • Language Proficiency: IELTS 5.0

Standard Course Fee: S$1,512.00

SSG Funding Support

 Course fee

Course fee payable after SSG funding, if eligible under various schemes


BEFORE funding & GST

AFTER funding & 8% GST

AFTER funding & 9% GST

Singapore Citizens (SCs) and Permanent Residents (PRs) (Up to 70% funding)




Enhanced Training Support for SMEs (ETSS)



SCs aged ≥ 40 years old
SkillsFuture Mid-career Enhanced Subsidy (MCES)
(Up to 90% funding)

• NTU/NIE alumni may utilise their $1,600 Alumni Course Credits. Click here for more information.

Note: Course fee payment made before 1 Jan 2024 will be subject to GST at 8%, and payment made on or after 1 Jan 2024 will be subject to GST at 9%.

Read more about funding
Jayne Tew

Ms Jayne Tew

Jayne Tew holds a Bachelor of Business (2nd class upper Honors) from NTU and has more than 10 years of working experience in digital marketing. Jayne has rich knowledge of all things digital - From content marketing, SEO, SEM to programmatic and social media marketing.

Having worked across multiple industries such as consulting, hospitality and recruitment, she has led regional teams to create and implement digital marketing strategies and large-scale campaigns that drive results for both B2B and B2C audiences.

She is Google Analytics certified and is a strong advocate of data-driven, customer centric marketing. She is currently a trainer with Intangibles Consultancy.

Mr Ivan Chew

Mr Ivan Chew

Ivan Chew is an advocate of digital technology and a passionate trainer when it comes to Data Analytics and Data Science application that enables digital transformation and improving business efficiency.

With 20 years of vast experience in both MNCs and Small Medium Enterprise arena, from spearheading projects in Silicon Valley (San Jose) as an avid SAP developer to a Solution Architect in Cognos and Internet of things (IoT), Ivan is well sought after by learners who share the same passion especially in the Digital landscape.

Ivan holds a Master In Computing and a Bachelor Degree in Engineering (Second Upper) from The National University of Singapore. He is currently heading a leading IoT solution provider, that leverages a suite of propriety technologies to enhance existing IT infrastructures with the integration of IoTs and RFID technology to bridge functional gaps to meet new and emerging demands.