WSQ Digital Marketing Analytics (Google Analytics) Course

Transform Data into Actionable Insights. Become Google Analytics 4 Competent.

This course is co-validated and marketed by Equinet Academy and conducted by @ASK Training.

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Up to 90% Subsidy. Reserve your seat today.

*Eligible for Singaporean Citizens, Permanent Residents, and Long-Term Visit Pass Plus Holders

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Course Description

Singapore has become a highly-connected net savvy population, driving commerce online. SMEs and corporate brands are rapidly recognising that a simple online presence is not enough and that they can no longer rely on the uncertain results of television and print.

This intensive two-day Google Analytics training course outlines the features, advantages and benefits of implementing digital marketing analytics. With both theory and practical exercises, this course is designed to teach trainees how to enhance data planning and capture capabilities, producing actionable insight.

Trainees will also learn how to track and measure the effectiveness of both online marketing channels (E.g. SEO and Social Media) and offline marketing channels (TV and Print) using Google Analytics 4 (GA4) and how to make important business decisions, such as directing your marketing dollars to the best performing channels.

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

Target Audience

This 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

This course is not for:

Digital analytics practitioners with more than a year of experience on the Google Analytics 4 platform
Individuals who have passed the Google Analytics Exams

Minimum Entry Requirements

1 GCE ‘O’ level or equivalent (≥ 21 years old); or
NITEC/Higher NITEC (≥ 21 years old); or
Mature candidates (≥ 30 years old with 8 years’ work experience); or
Candidates with other qualifications will be considered on a case-by-case basis

You are required to have basic computer navigational skills such as opening and closing, dragging and dropping, copying and pasting of files.

Some knowledge of sales and marketing concepts will be useful, although not a requirement.

Course Highlights

In this Digital Marketing Analytics course, you will learn:

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 4 and implement tracking parameters on a live website (installing tracking code, goal setting, linking Google Ads to Google Analytics 4, and more)
How to analyse and interpret Google Analytics User, Acquisition, Engagement, Monetisation, and Retention 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
And much more

Course Objectives

By the end of the class, trainees will be able to:

Interpret the types of data required for digital marketing analytics as well as the value and purpose of different kinds of market and digital data
Examine sources of market, competitor, customer and product data, consumer trends and sales tracking systems and technologies
Compare demand forecasting and statistical modelling techniques to analyse market trends and industry developments, and their impact on marketing activities
Deploy analytical tools and methodologies and develop questions to gather data from digital marketing analytics tools
Analyse customer and competitor dynamics through deployed analytics tools
Operate digital marketing analytics tools to monitor marketing and advertising performance, and apply the measurement of return on investment (ROI) to evaluate marketing effectiveness
Examine variables that affect product and/or service demand on your website via the deployed digital marketing analytics tool
Appraise business outcomes variables on service and ecommerce websites and forecast future demand on deployed digital marketing analytic tools

Certification

A SkillsFuture WSQ Statement of Attainment (SOA) under the Skills Framework TSC Marketing Mix Management and Certificate of Achievement issued by @ASK Training and co-validated by Equinet Academy will be awarded to candidates who have demonstrated competency in the WSQ Digital Marketing Analytics (Google Analytics) course assessment and achieved at least 75% course attendance.

Course Codes: TGS-2023020895 (@ASK Training)
Course Support Period: 01 Jun 2023 – 31 Jan 2025

Course Outline

Download the full course brochure here.

Curriculum has been revised from Google Analytics (Universal Analytics) to Google Analytics 4 (GA4).

Digital Marketing Analytics Fundamentals

Instructor-led | Mode of Delivery (Lecture & Illustration)

Introduction to Digital Marketing Analytics
Digital Marketing Strategy Framework
Focus of Analytics in Marketing
Mapping KPIs to Metrics

Digital Marketing Analytics Tools & Techniques

Instructor-led | Mode of Delivery (Lecture & Demonstration)

Different Analytics Tools
Conducting Competitor Research
Sales & CRM Tools
Determining Consumer Trends
Demand Forecasting: Types & Techniques
Predictive Analytics

Setting Up & Accessing Google Analytics 4

Instructor-led | Mode of Delivery (Lecture & Illustration)

How Google Analytics Works
Google Analytics 4 Setup
Let’s Explore Google Analytics 4
Basic Reporting Interface
Additional Concepts

Understanding Your User

Instructor-led | Mode of Delivery (Demonstration & Practical Application)

Why Understand Your User
User Reports

Exploring Your Traffic

Instructor-led | Mode of Delivery (Demonstration & Practical Application)

Source, Medium & Channel
Acquisition Reports
Google Ads Campaigns Report
Search Console Reports
Campaign Tagging & Data

Determining User Engagement

Instructor-led | Mode of Delivery (Lecture & Illustration)

Engagement Reports
Improving Your User Experience

Tracking Monetisation & Conversions

Instructor-led | Mode of Delivery (Lecture & Demonstration, Practical Application)

Tracking Monetisation
Tracking Conversions

Assessment Component

Written Assessment – Case Study with Questions
Individual Project Presentation

This course is part of the Advanced Certificate in Digital Marketing and Digital Marketing SkillsFuture Career Transition Programme (SCTP).

Trainer

Dhawal Shah

Dhawal is the co-founder and Regional Managing Director at 2Stallions Digital Marketing Agency, an award-winning 360° full-service digital marketing agency since 2012 with presence in Singapore, Malaysia, Indonesia and India. He has trained 2K+ students around the region on various topics including digital marketing and digital transformation. He is also an angel investor and a startup mentor.

Why Learn With Us?

Get expert advice, learning resources, and post-training support for up to 3 years.

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Re-Sit the Course

Refresher seat (re-sit the course online) within 3 years after the course.

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Ask Me Anything Sessions

Attend Ask Me Anything sessions with industry experts.

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Equinet Academy Insider

Be part of an exclusive support group where you can post questions, discuss, and get feedback from fellow learners and experts.

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Course Resources

Get 3-year access to constantly updated Digital Marketing Analytics (Google Analytics) course resources.

Course Fees & Fundings

*Eligible for Singaporean Citizens, Permanent Residents, and Long-Term Visit Pass Plus Holders

Course Fee:
S$900 (exclusive of 8% GST)

Course Fee After Eligible SSG Subsidies:
From S$111.60 (inclusive of 8% GST) after 90% SSG Subsidies

Self-Sponsored Individuals

SkillsFuture Mid-Career Enhanced Subsidy (MCES) – 90% Funding

Eligible for Singapore Citizens, aged 40 years old and above

Nett course fee payable (including 8% GST): S$111.60

Course fees after subsidies can be further offset by SkillsFuture Credit.

SkillsFuture Baseline Funding – 70% Funding

Eligible for 21 years old and above, and a

Singaporean Citizen; or
Permanent Resident; or
Long Term Visitor Pass Plus (LTVP+) Holder

Nett course fee payable (including 8% GST): S$291.60

Course fees can be further offset by SkillsFuture Credit for Singapore Citizens aged 25 and above. Singapore Citizens aged 21 to 31 may also offset fees with the Post Secondary Education Account Funds.

Company-Sponsored (SMEs)

Enhanced Training Support for SMEs (ETSS) – 90% Funding

Eligible for SME Company-Sponsored, 21 years old and above, and a

Singapore Citizen; or
Permanent Resident; or
Long-Term Visitor Pass Plus (LTVP+) Holder

Nett course fee payable (including 8% GST): S$111.60

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

Company-Sponsored (Non-SMEs)

SkillsFuture Baseline Funding – 70% Funding

Eligible Non-SME Company-Sponsored, 21 years old and above, and a

Singaporean Citizen; or
Permanent Resident; or
Long Term Visitor Pass Plus (LTVP+) Holder

Nett course fee payable (including 8% GST): S$291.60

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

SkillsFuture Mid-Career Enhanced Subsidy (MCES) – 90% Funding

Eligible for Non-SME Company-Sponsored, Singapore Citizens, aged 40 years old and above

Nett course fee payable (including 8% GST): S$111.60

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

Check your eligible grant amount and nett payable course fees when you sign up now.

Course Schedule

WSQ Digital Marketing Analytics (Google Analytics) Course
Location	Course Dates	Duration
International Plaza, #25-08	03, 04 Oct 2023 (Tue, Wed)	8.30am - 6.30pm
International Plaza, #25-08	02, 03 Nov 2023 (Thu, Fri)	8.30am - 6.30pm
JTC Summit (Jurong), #27-01	07, 08 Nov 2023 (Tue, Wed)	8.30am - 6.30pm
International Plaza, #25-08	28, 29 Nov 2023 (Tue, Wed)	8.30am - 6.30pm
JTC Summit (Jurong), #27-01	07, 08 Dec 2023 (Thu, Fri)	8.30am - 6.30pm
International Plaza, #25-08	21, 22 Dec 2023 (Thu, Fri)	8.30am - 6.30pm

Testimonials

“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.”

Audrey Wu, Esquire

“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).”

Sim En Qi, National Heritage Board

“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.”

Ina Jasni, Integrated Health Information Systems

“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.”

Aye Mon, Workforce Singapore (WSG)

FAQs

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 4.

The Advanced Digital Marketing Analytics course goes into more detail covering more advanced concepts of Google Analytics and preps you for 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.

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.

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.

Are there any funding or government subsidies for this course?

You may be eligible for up to 90% SkillsFuture subsidies. For funding information, please see the course funding section on this page.

If I have any questions after the course, can I consult the trainer?

Yes, you may contact your trainer after the course. There are other post-training support channels such as the Equinet Academy Insider Community where you may network with like-minded individuals and industry experts and live Ask Me Anything sessions where you may seek advice from a subject matter expert.

Still have unanswered questions? Check out the FAQs page or submit an enquiry.