About the Course

    This course aims to provide participants with insights into digital customer analytics. Learn how to use customer analytics and predictive analytics to make key business decisions including market segmentation, direct marketing, site selection and customer relationship management.

    Trainer Profile:

    Lau Tong Yen, Senior Lecturer

    Tong Yen graduated from University of Wollongong, Australia with a Master in Internet Technology. She also holds a Bachelor of Business Studies from Nanyang Technological University. Tong Yen has more than 10 years of experience in market research, analysing the dynamics in the IT industry ranging from competitive analysis, customer analytics and provide advice on go-to-market strategies.

    Tan Ser San, Senior Lecturer

    Ser San joined the polytechnic education industry in 1989. Over the years, he has taught and conducted research in the areas of life insurance, risk management, personal financial planning, productivity in business, business statistics and business Chinese.

    Currently, Ser San is a project supervisor mentoring final year learners at the Business Analytics & Consumer Insights Centre. He is also teaching the module on Service Operations & Innovation.

    Jaime Wee, Lecturer

    Jaime has over 10 years of market research experience working on various studies across the Retail, Emerging markets, Consumer Packaged Goods, Automotive and Telecom industries before joining NYP as a lecturer. She has worked is a global marketing information firm specialising in quality and customer satisfaction (Voice of Customer) measurement covering several markets such as United Kingdom, Germany, France, South Africa and Malaysia.

    Currently, Jaime is a project supervisor mentoring final year learners at Business Analytics & Consumer Insights Centre. She is teaching the module on Design Thinking and Customer Psychology and Analytics.

  • Course Outline

    1. Understand customer analytics and how it benefits your businesses
    2. Apply segmentation and profiling techniques to better appreciate your customers
    3. Identify profitable customers so that they can be strategically acquired through offering the most suitable product and marketing campaigns

  • Target Participants

    Sales/Marketing Executives and Quality and Service Excellence Executives seeking to deepen or broaden their skills and knowledge in this area for better decision making in their area of work

  • Certification

    Certificate of Completion

  • Admission Requirements

    No Minimum Requirements

  • Course schedule (conducting days & time)

    13 August 2021

    9am - 5pm

  • What You'll Study

  • Course Fees and Funding

    Please refer to course brochure.

  • Contact for course enquiries

  • Remarks

    NYP reserves the right to reschedule/cancel any prog and amend the fees/info without prior notice.