Marketing Analytics Program

Why Marketing Analytics Skills Matter in Singapore

According to IMDA, 95.1% of SMEs in Singapore have adopted at least one digital area, making marketing measurement more important than ever. This means that they also need professionals who can measure campaign performance and understand customer behaviour. Marketing analytics enables organisations to optimise budgets, improve customer experiences, and make informed business decisions using real data.

Key trends driving demand for marketing analytics skills:

• Singapore’s digital economy reached S$128.1 billion, contributing 18.6% of GDP in 2024.
• Singapore recorded 5.78 million internet users, representing 98.4% internet penetration.
• SMEs now use an average of 2.3 digital solutions, creating more customer and marketing data than ever before.
• 62% of businesses say connecting marketing technologies remains a major challenge when managing customer data.
• 46% of organisations struggle to interpret marketing and customer data effectively for business decisions.

Source: IMDA, DataReportal, Salesforce

As digital channels continue expanding, organisations need professionals who know how to collect, analyse and communicate marketing performance using tools such as Google Analytics 4.

Build Marketing Analytics Skills with Vertical Institute

This Marketing Analytics Program is delivered through Vertical Institute’s WSQ Mastering Google Analytics 4 (GA4) course. You’ll gain practical experience setting up GA4, tracking website performance, analysing marketing channels, and creating dashboards that support better business decisions.

The course is available online or in-person, with flexible weekday and weekend schedules. Eligible learners can receive government subsidies and use SkillsFuture Credit and PSEA to reduce course fees.

You’ll learn how to:

• Set up GA4 for accurate website data collection
• Analyse traffic from Google, social media, email and other marketing channels
• Understand customer journeys and website behaviour
• Create custom GA4 reports and dashboards
• Turn marketing data into actionable business insights

Who Should Join This Course

Skills You Will Gain from the Marketing Analytics Program

GA4 Setup & Data Collection: Learn how to correctly implement Google Analytics 4 to capture meaningful website data.

Marketing Channel Analysis: Measure how different channels contribute to traffic, engagement and conversions.

Website Analytics & Customer Behaviour: Understand how visitors interact with your website and identify improvement opportunities.

Custom Reports & Dashboard Creation: Build easy-to-understand reports and dashboards that support marketing decisions.

Digital Marketing Performance Analysis: Interpret campaign data to improve future marketing strategies and business outcomes.

Why Choose Vertical Institute

Learn Through Practical Marketing Scenarios

Gain hands-on experience using Google Analytics 4 to analyse real marketing data rather than simply learning theory.

Earn a Recognised WSQ Certification

Receive a recognised certification from Vertical Institute together with a WSQ Statement of Attainment, helping demonstrate your marketing analytics skills to employers.

Beginner-Friendly Learning Experience

Whether you’re completely new to analytics or looking to strengthen your digital marketing knowledge, the course provides structured guidance from start to finish.

Continued Learning & Community Support

Continue learning beyond the classroom through course resources, alumni events and ongoing support from Vertical Institute.

Our instructors and students come from top companies

What Our Students Say About Vertical Institute

FAQs About the Marketing Analytics Program