Hello Data Tribe!
It’s my pleasure to introduce Module 2 – Digital Analytics of our new Program SLDxDigital!
Are you ready to harness the power of data and propel your career to new heights?
In the dynamic world of digital marketing, data is the key to unlocking success. Our comprehensive curriculum is designed to equip you with the skills and knowledge you need to thrive in the digital age. Discover the foundation of digital analytics, including data collection, types, and the exciting prospects of a cookieless future. Gain expertise in measuring marketing channels, from web and social media analytics to email and mobile analytics. Learn how to optimize your campaigns, analyze results, and communicate insights effectively. Dive into the holistic customer journey, understanding the value of customer analytics and activation.
Don’t miss this opportunity to stay ahead of the curve and make data-driven decisions that will transform your marketing strategies. Join us and unlock your full potential in 2023 with our digital analytics training curriculum. Let’s embark on this exciting journey together!
Stay on top of the trends. Sign up now!
Quinn Pham, Module Lead
Module Classes
Each Module runs on 4 Saturdays in a row, each class will be 2-3 hrs long
[Click on the buttons to explore the classes]
Foundation of Digital Analytics
Date: Sat 24 June, 4pm SGT
Duration: 3 hours
In the first class, we cover the foundational concepts and building blocks of digital analytics - it starts with data!
Session 1
Introduction and structure of the whole module
Data sources, data types and how they are collected:
- Zero/First/Second/Third party data
- Cookies/pixel
- Cookieless future
- Different types of data: behavioural, demographic
- Data quality, data governance
- Types of analytics - descriptive → predictive
Session 2
- Measurement 360
- Statistical concepts
- Concept of Incrementality
- Correlation vs Causation
- Experimental Design
Module Trainers
Quinn Pham
Director of Client Services, Meiro
As a member of Meiro’s management team, Quinn leads the delivery of data integration and Customer Data Platform implementation projects for its largest clients in Asia Pacific by serving as a bridge between the business decision makers and technical experts. In her role, she advises her clients in activating data for personalizing customer engagement, optimizing business processes and operationalizing digital transformation initiatives.
Quinn also volunteers as an Instructor on data analytics for She Loves Data, a non-for-profit organization with a mission to nurture the data science, business intelligence & analytics community and inspire more women in pursuing careers in these fields.
Prior to Meiro and She Loves Data, Quinn had four years’ experience as a Project Manager in a professional services firm, enabling business process optimization, ERP implementation, and championing data-driven decision making within the organization.
Quinn received a Bachelor’s Degree in Accountancy from Nanyang Technological University.
Gianna Kristen Dela Cruz
Marketing Science Partner, Meta
Gianna is a marketing science practitioner who specializes in ads measurement to drive business growth, primarily in the industries of CPG, Financial Services and Retail. Prior to Meta, she worked on the client side to lead research and insights functions.
Rita Do
Marketing Science Partner, Meta
Rita is a Marketing Science Partner at Meta in Sydney, Australia. Her roles and responsibilities include using advanced analytics and data solutions to help our largest advertisers in Australia and New Zealand optimise their marketing spend and implement effective paid marketing strategies via the use of experimentation strategy, attribution techniques and measurement solutions.
Rita is a data science and analytics professional with 6+ years of experience in analytics, data science and marketing technology across different industries such as technology, finance, government and education. She is passionate about helping drive business decisions with smart experimentation and data science solutions. Outside of work, she enjoys baking, indoor climbing and studying towards her Master in Mathematical and Statistical Modelling.
Measure & Optimise Marketing Channels
Date: Sat 1 July, 4pm SGT
Duration: 2.5 hours
In this class, we will have an overview of marketing channels, how they are different, and establish the baseline measurement of individual channels’ performance.
Session 1
Overview of marketing channels and their metrics
Web analytics - Website traffic, user behaviour, and engagement metrics.
Social Media Analytics - Facebook Insights, Twitter Analytics, and LinkedIn Analytics
Email Analytics - campaign open rates, click-through rates, and conversion rates.
Mobile Analytics
Best practise for measuring & optimising paid search campaigns e.g. setting up conversion tracking
Session 2
- Google Analytics 4
- Brand lift
Module Trainers
I am a Martech Solutions Director with about 15 years of experience in the advertising and marketing industry. I am passionate about using technology to drive business growth and success. I specialize in helping businesses develop and implement effective martech strategies that align with their goals and objectives, and have a proven track record of delivering results for clients across a range of industries.
On a personal note, I am half Brazilian, half Australian, I love nature and sports and my favourite travel destination is Iceland. I’ve only been there once but can’t wait to visit again.
Measure & Optimise Marketing Campaigns
Date: Sat 8 July, 4pm SGT
Duration: 2.5 hours
Session 1
Campaign reporting
- Overview of campaign goal setting process - Linking goals to KPIs
- ROI, ROAS
- Analyze campaign data
- Communicate & interpret results
- Reporting automation
Attribution
Session 2
- A/B test
- What it is, how to use it
- How to interpret results
- Conversion Lift vs Split Testing, GeoLift
Marketing Mix Modelling (MMM) (+Robyn)
Module Trainers
Bhavna Shewakramani
Solutions Partner APAC, Publicis
Bhavna has over 13 years of agency experience, specializing in digital marketing. She is currently a Solutions Partner, APAC at Publicis Groupe. Her expertise lies in performance marketing, integrated marketing, ad tech, and measurement frameworks. Bhavna is focused on a results-oriented approach, placing a strong emphasis on leveraging digital platforms and data-driven strategies to create cross-channel audience plans for clients. She has successfully executed campaigns across various verticals and markets across the North America and APAC region. Her proficiency extends beyond media planning and activation, as she possesses a keen eye for identifying ideal measurement frameworks, setting key performance indicators (KPIs), and managing comprehensive learning agendas and defining a story out of all the numbers and data available on hand.
Aimy Le
Marketing Science Partner, Meta
As a Marketing Science Partner at Meta, Aimy brings 10 years of industry experience to help advertisers achieve their goals through digital measurement and improved advertising effectiveness. With a background in research agencies, client-side, and now publisher-side roles, Aimy is passionate about unlocking the value of data and analytics to make better decisions and drive business impact, with a specific passion in Market Mix Models.
Ruchi Agarwal
Marketing Science Partner, Meta
I currently serve as a Marketing Science Partner at Meta, where I play a crucial role in assisting advertisers in Southeast Asia by leveraging data-driven insights to optimize marketing budget allocation and enhance the overall performance and effectiveness of their marketing strategies on the Meta platform.
With a background in Product, Technology, and Analytics, I possess a wealth of experience spanning nine years, specializing in crafting innovative solutions and products that generate substantial value for businesses. By merging my passions for product development, data analytics, machine learning, data visualization, and product design, I have successfully engineered scalable products and analytical solutions for esteemed Fortune 500 clients within diverse industries, including retail, healthcare, and technology sectors
Understand & Measure the Holistic Customer Journey
Date: Sat 15 July, 4pm SGT
Duration: 3 hours
Session 1
Single view of customer
Marketing persona vs. customer segmentation
Identity resolution
Importance of cross device and cross channel tracking
Customer funnel (TOFU/BOFU) → metrics
Metrics to measure each part of the funnel
B2B / B2C customer journey - how they are different and similar
Session 2
Customer analytics and activation
CLV - how to measure, best practise, how it relates to CAC
Hyper-personalisation
RFM / Affinity / Churn / Predictive
Recommendation models
Module Trainers
Quinn Pham
Director of Client Services, Meiro
As a member of Meiro’s management team, Quinn leads the delivery of data integration and Customer Data Platform implementation projects for its largest clients in Asia Pacific by serving as a bridge between the business decision makers and technical experts. In her role, she advises her clients in activating data for personalizing customer engagement, optimizing business processes and operationalizing digital transformation initiatives.
Quinn also volunteers as an Instructor on data analytics for She Loves Data, a non-for-profit organization with a mission to nurture the data science, business intelligence & analytics community and inspire more women in pursuing careers in these fields.
Prior to Meiro and She Loves Data, Quinn had four years’ experience as a Project Manager in a professional services firm, enabling business process optimization, ERP implementation, and championing data-driven decision making within the organization.
Quinn received a Bachelor’s Degree in Accountancy from Nanyang Technological University.
Kate Cook
Analytics Translator, Blogger for attributiongal.com, Head of Analytics, The Lumery
A puzzle-loving data geek who jumped the fence from specialist and generalist and back again. Cutting her teeth collecting scout badges across search, social media, content marketing, email automation and CRO, Kate now combines her breath of omnichannel experience to help marketers unearth customer insights and attribute the impact of their strategies.
Class 1: Foundation
Foundation of Digital Analytics
Date: Sat 24 June, 4pm SGT
Duration: 3 hours
In the first class, we cover the foundational concepts and building blocks of digital analytics – it starts with data!
Session 1
Introduction and structure of the whole module
Data sources, data types and how they are collected:- Zero/First/Second/Third party data
- Cookies/pixel
- Cookieless future
- Different types of data: behavioural, demographic
- Data quality, data governance
- Types of analytics – descriptive → predictive
Session 2
- Measurement 360
- Statistical concepts
- Concept of Incrementality
- Correlation vs Causation
- Experimental Design
Module Trainers
Quinn Pham
Director of Client Services, Meiro
As a member of Meiro’s management team, Quinn leads the delivery of data integration and Customer Data Platform implementation projects for its largest clients in Asia Pacific by serving as a bridge between the business decision makers and technical experts. In her role, she advises her clients in activating data for personalizing customer engagement, optimizing business processes and operationalizing digital transformation initiatives.
Quinn also volunteers as an Instructor on data analytics for She Loves Data, a non-for-profit organization with a mission to nurture the data science, business intelligence & analytics community and inspire more women in pursuing careers in these fields.
Prior to Meiro and She Loves Data, Quinn had four years’ experience as a Project Manager in a professional services firm, enabling business process optimization, ERP implementation, and championing data-driven decision making within the organization.
Quinn received a Bachelor’s Degree in Accountancy from Nanyang Technological University.
Gianna Kristen Dela Cruz
Marketing Science Partner, Meta
Gianna is a marketing science practitioner who specializes in ads measurement to drive business growth, primarily in the industries of CPG, Financial Services and Retail. Prior to Meta, she worked on the client side to lead research and insights functions.
Rita Do
Marketing Science Partner, Meta
Rita is a Marketing Science Partner at Meta in Sydney, Australia. Her roles and responsibilities include using advanced analytics and data solutions to help our largest advertisers in Australia and New Zealand optimise their marketing spend and implement effective paid marketing strategies via the use of experimentation strategy, attribution techniques and measurement solutions.
Rita is a data science and analytics professional with 6+ years of experience in analytics, data science and marketing technology across different industries such as technology, finance, government and education. She is passionate about helping drive business decisions with smart experimentation and data science solutions. Outside of work, she enjoys baking, indoor climbing and studying towards her Master in Mathematical and Statistical Modelling.
Class 2: Measuring
Measure & Optimise Marketing Channels
Date: Sat 1 July, 4pm SGT
Duration: 2.5 hours
In this class, we will have an overview of marketing channels, how they are different, and establish the baseline measurement of individual channels’ performance.
Session 1
- Overview of marketing channels and their metrics
- Web analytics – Website traffic, user behaviour, and engagement metrics.
- Social Media Analytics – Facebook Insights, Twitter Analytics, and LinkedIn Analytics
- Email Analytics – campaign open rates, click-through rates, and conversion rates.
- Mobile Analytics
- Best practise for measuring & optimising paid search campaigns e.g. setting up conversion tracking
Session 2
- Future of Measurement & Mindset Shift
> Evolving Digital Ecosystem: Privacy Changes, Technology Changes
> Privacy-centric Measurement: Preparing for cookie-less
> Pillars of Measurement: Preserve existing measurement, Enriching our data, Strengthening our setup - Next Generation of Analytics, GA4
Module Trainer – Session 1
I am a Martech Solutions Director with about 15 years of experience in the advertising and marketing industry. I am passionate about using technology to drive business growth and success. I specialize in helping businesses develop and implement effective martech strategies that align with their goals and objectives, and have a proven track record of delivering results for clients across a range of industries.
On a personal note, I am half Brazilian, half Australian, I love nature and sports and my favourite travel destination is Iceland. I’ve only been there once but can’t wait to visit again.
Module Trainer – Session 2
Ella is an Advertising Solutions Architect at Google, part of gTech Professional Services (gPS). gPS problem solves alongside Google’s largest advertisers, agencies, and partners to achieve their business goals through technical implementation, optimization and solutions. She supports various industries, CPG, Healthcare, and Retail, leveraging best-practice Measurement and Shopping solutions to help advertisers innovate across their customer purchase journey.
Ella is also a passionate advocate for women in tech. She serves on the Gender Lens Investing Committee at the Manila Angel Investors Network, where she mentors women-led startups and advocates for increasing investment in women-led startups.
Class 3: Measure & Optimise
Measure & Optimise Marketing Campaigns
Date: Sat 8 July, 4pm SGT
Duration: 2.5 hours
Session 1
Campaign reporting- Overview of campaign goal setting process
- Linking goals to KPIs
- ROI, ROAS
- Analyze campaign data
- Communicate & interpret results
- Reporting automation
Session 2
- A/B test
- What it is, how to use it
- How to interpret results
- Conversion Lift vs Split Testing, GeoLift
Marketing Mix Modelling (MMM) (+Robyn)
Module Trainers
Bhavna Shewakramani
Solutions Partner APAC, Publicis
Bhavna has over 13 years of agency experience, specializing in digital marketing. She is currently a Solutions Partner, APAC at Publicis Groupe. Her expertise lies in performance marketing, integrated marketing, ad tech, and measurement frameworks. Bhavna is focused on a results-oriented approach, placing a strong emphasis on leveraging digital platforms and data-driven strategies to create cross-channel audience plans for clients. She has successfully executed campaigns across various verticals and markets across the North America and APAC region. Her proficiency extends beyond media planning and activation, as she possesses a keen eye for identifying ideal measurement frameworks, setting key performance indicators (KPIs), and managing comprehensive learning agendas and defining a story out of all the numbers and data available on hand.
Aimy Le
Marketing Science Partner, Meta
As a Marketing Science Partner at Meta, Aimy brings 10 years of industry experience to help advertisers achieve their goals through digital measurement and improved advertising effectiveness. With a background in research agencies, client-side, and now publisher-side roles, Aimy is passionate about unlocking the value of data and analytics to make better decisions and drive business impact, with a specific passion in Market Mix Models.
Ruchi Agarwal
Marketing Science Partner, Meta
I currently serve as a Marketing Science Partner at Meta, where I play a crucial role in assisting advertisers in Southeast Asia by leveraging data-driven insights to optimize marketing budget allocation and enhance the overall performance and effectiveness of their marketing strategies on the Meta platform.
With a background in Product, Technology, and Analytics, I possess a wealth of experience spanning nine years, specializing in crafting innovative solutions and products that generate substantial value for businesses. By merging my passions for product development, data analytics, machine learning, data visualization, and product design, I have successfully engineered scalable products and analytical solutions for esteemed Fortune 500 clients within diverse industries, including retail, healthcare, and technology sectors.
Class 4: Understand & Measure
Understand & Measure the Holistic Customer Journey
Date: Sat 15 July, 4pm SGT
Duration: 3 hours
Session 1
Single view of customer
- Marketing persona vs. customer segmentation
Identity resolution - Importance of cross device and cross channel tracking
Customer funnel (TOFU/BOFU) → metrics
- Metrics to measure each part of the funnel
- B2B / B2C customer journey – how they are different and similar
Session 2
Customer analytics and activation
CLV – how to measure, best practise, how it relates to CAC
Hyper-personalisation
RFM / Affinity / Churn / Predictive
Recommendation models
Module Trainers
Quinn Pham
Director of Client Services, Meiro
As a member of Meiro’s management team, Quinn leads the delivery of data integration and Customer Data Platform implementation projects for its largest clients in Asia Pacific by serving as a bridge between the business decision makers and technical experts. In her role, she advises her clients in activating data for personalizing customer engagement, optimizing business processes and operationalizing digital transformation initiatives.
Quinn also volunteers as an Instructor on data analytics for She Loves Data, a non-for-profit organization with a mission to nurture the data science, business intelligence & analytics community and inspire more women in pursuing careers in these fields.
Prior to Meiro and She Loves Data, Quinn had four years’ experience as a Project Manager in a professional services firm, enabling business process optimization, ERP implementation, and championing data-driven decision making within the organization.
Quinn received a Bachelor’s Degree in Accountancy from Nanyang Technological University.
Analytics Translator, Blogger for attributiongal.com, Head of Analytics, The Lumery
A puzzle-loving data geek who jumped the fence from specialist and generalist and back again. Cutting her teeth collecting scout badges across search, social media, content marketing, email automation and CRO, Kate now combines her breath of omnichannel experience to help marketers unearth customer insights and attribute the impact of their strategies.
