Analytics for Commercial Excellence
About This Course
As companies increasingly integrate data across functions, the boundaries between marketing, sales and operations have been blurring. This allows them to find new opportunities that arise by aligning and integrating the activities of supply and demand to improve commercial effectiveness. Instead of conducting post-hoc analyses that allow them to correct future actions, companies generate and analyze data in near real-time and adjust their operations processes dynamically.
This course will leverage the combined strengths of predictive and prescriptive techniques across disciplines (eg statistical and machine learning/AI, mathematical optimization, marketing technology/digital analytics etc) to derive actionable insights for marketing/sales and operations integration for demand generation and management.
This course is part of the Data Science Series offered by NUS-ISS. The course provides an intermediate pathway to the ISS portfolio in the Data Science Graduate Certificate in Specialised Predictive Modelling & Forecasting syllabus that will be one of the graduate certificates in analytics, stackable towards a Masters of Technology in Enterprise Business Analytics.
This is a new course within NUS-ISS Data Science program.
What You'll Learn
Learn and apply Commercial Excellence objectives, Marketing Technology (Martech) ecosystem and recent developments to drive commercial effectiveness
Learn and apply Statistical and Machine Learning for demand generation and management based on supervised and unsupervised learning eg support vector machine, sequence pattern mining, structural models etc
Implement location analytics for geomarketing and optimization techniques for driving salesforce effectiveness including salesforce sizing and coverage, channel optimization etc
Design real-time streaming analytics and implement foot traffic for sales analytics, demand management and targeted marketing; as well as capacity analytics for resource planning, allocation and optimization
Apply AI and deep learning approaches for omnichannel attribution and optimization to drive marketing and sales channel effectiveness
Entry Requirements
Please see course weblink for more information