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): 27 to 28 Sep 2021

    Time: 9:00AM to 5:00PM

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

    Registration is closed.

  • Date(s): 18 to 19 Nov 2021

    Time: 9:00AM to 5:00PM

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

    Registration Closing Date: 04 Nov 2021

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$1498.00

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

Cat-A SSG Funded Courses


Enhanced Training Support for SMEs (ETSS)


Mid-Career Enhanced Subsidy (MCES)


  • All fees stated are inclusive of 7% GST
  • NTU/NIE alumni may utilise their $1,600 Alumni Course Credits. Click  here for more information.
Read more about funding
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.

Lee, Oon Ling

Oon Ling is an accomplished trainer and a multi-companies business owner. She started her first company in 2011 specialising in Intelligent corporate apparels, currently operating with a lean headcount via digitally driven business model and strong in-house infrastructure. Having spearheaded the digital transformation on her company, coupled with her experience in the academic field, she is skilled in providing high level consultation to SME business owners in business model transformation through digitalisation in sustainable ways. Her expertise in digital marketing, business establishment and digital process implementation has given her a unique edge to excel in today’s challenging business landscape.

Apart from this, Oon Ling is also a sought-after trainer with good reviews in the lifelong learning industry, providing effective training programs to professional adults in higher learning institutes on business related courses and digital marketing.

Oon Ling is an Associate Adult Educator recognized by IAL-AEN. She holds a Master of Business Administration and a first degree in Mechanical Engineering from National University of Singapore.