Analytics Fundamentals & Frameworks

In order to be a great analyst, you need to understand customers, businesses, Digital Marketing and the Measurement landscape.

By Analysts for Analysts, this program brings you the most relevant knowledge to develop and accelerate your skills!

Initially developed as a 4-year program for Google to train graduates to become digital analysts.

Sparkline ran and evolved the program to align to the Digital Analytics Association competency framework, ensuring it covered all the necessary business applicable tools and techniques to kick start an Analytics Career.

This is one module in the entire curriculum for you to 'pick and mix' what tools/techniques are most relevant for you!

Our previous stats speak for themselves, with 100% employment opportunities and offers, entry level salaries at 16% above average, and 100% of participants recommending the course to others.

Google's feedback:

"The Sparkline team have been great partners to Google in delivering the SquaredData program, a flagship example of public-private sector upskilling for Singapore in the areas of data and analytics over the last 4 years "

Joanna Flint, Managing Director, Google

Anywhere, Anytime learning to bring a proven curriculum to ANYONE passionate about being an Analyst. Experience practical active learning, real world examples from businesses, quizzes, cheat sheets and interviews from Analysts and industry professionals on why these roles are so important to todays businesses.

We are not a training company, but rather an analytics company that trains global businesses and people. want to empower anyone passionate about the space to access content that will nurture these crucial skills, in practical, accessible and cost effective ways.

We hope this helps you in the stepping stone to a fabulous Data Driven Career xx

The Curriculum

Arming our Analysts

1. Plan

1.1 Know Who You Are Analysing

1.2 Performing Multi-tiered Analysis

1.3 Using Your Tools Checklist

1.4 Getting Ready for Analysis

1.5 Mind-mapping Exercise

2. Prepare

2.1 Getting to Know Your Business

2.2 Module 2.2. Toolkit

2.3 Due Diligence

2.4 Needs Assessment

2.5 Solutions Assessment

2.6 Getting to Know Your Customer

3. Take Action

3.1 Conducting Heuristics

3.2 Know Your Customer

3.3 Helping Hands 1

3.4 Helping Hands 2

4. Accelerate

4.1 Keynote

4.2 Piece of The Puzzle

4.3 Best Friends

4.4 Round Up

4.5 Getting to Know Yourself

The Digital Marketing Landscape

1. The Consumer

1.1 The Digital Consumer

1.2 The Challenges of Digital

1.3 The Consumer Journey

2. The Categories

2.1 Mental Modes for Buying

2.2 Digital Marketing Categorised

2.3 Points to Consider

3. The Ad Ecosystem

3.1 The Ad Ecosystem

3.2 Ad Serving Timelines

3.3 Programmatic Advertising

4. The Impact

4.1 The Impact of Programmatic Advertising

4.2 The Advertising Ecosystem

4.3 AdTech Deep Dive

5. The Tools

5.1 DSP

5.2 Ad Exchange

5.3 DMP

5.4 SSP

Digital Measurement Frameworks

1. Why We Need Frameworks

1.1 Digital Measurement Frameworks

1.2 Key Performance Indicators

1.3 The Customer Decision Journey

2. How to Approach Frameworks

2.1 The Approach

2.2 Sprint: KPI's 1

2.3 Module 4.1 Worksheet

2.4 Ladder of Awesomeness

2.5 The Winning Metrics

3. Key Performance Indicators

3.1 KPI: The Construction

3.2 SPRINT: KPI's 2

3.3 Module 4.2 Toolkit

3.4 KPI: Solution 1

3.5 KPI: Solution 2

4. Key Performance Indicators

4.1 KPI: Examples

4.2 KPI: The Execution

4.3 SPRINT: KPI's 3

4.4 So What

Funding Under Union Training Assistance Programme ("UTAP")

UTAP is a training benefit for NTUC members to defray the cost of training. This benefit is to encourage more union members to go for skills upgrading.

NTUC members enjoy 50% unfunded course fee support for up to $250 each year when you sign up for courses supported under UTAP (Union Training Assistance Programme).

For more information, please visit

Course Curriculum

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