The importance of data analytics in digital marketing is undeniable. Data-based actionable insights are the lifeblood of digital marketing campaigns in Singapore and even globally. Singapore is aiming to be a Smart Nation, and this has set the stage for businesses to utilise data for better decision-making. For example, the HR analytics market in Singapore may grow to US$133.3 million by 2030, posting a 16% CAGR from 2023 onwards.
On that note, it is crucial to build vital data analytics skills that help you thrive in digital marketing jobs in Singapore. Let us look at these aspects below.
Take your skills to the next level — Explore Data Science Online Course
Why Data Analytics in Digital Marketing Is Reshaping Career Roles in Singapore
The role of data analytics in digital marketing can be understood by examining several aspects.
What Is Data Analytics in the Context of Digital Marketing?
Data analytics is the procedure of evaluating digital data to unearth patterns, trends, and insights that optimise and inform marketing campaigns. Here are some other aspects worth noting in this regard.
- Gathering, analysing, and interpreting data from multiple sources.
- Data is used to understand customer behaviour, market trends, and campaign performance.
- Multiple data analysis techniques are used, like data mining, machine learning, and statistical analysis.
- Generating actionable insights to guide marketing decisions and campaigns. KPIs like conversion rates and website traffic are used to measure performance.
Marketing Roles Where Data Skills Are Now Essential
Marketing roles now increasingly prioritise data analytics in digital marketing. There are several roles where data skills are now indispensable.
- Marketing Analyst.
- Marketing Data Analyst.
- SEM Specialist.
- Growth Hacker.
- Social Media Marketing Specialist.
Some other roles include email marketing specialist, market research analyst, content marketing specialist, and more. You will thus need the following skills to thrive in these roles:
- Data analysis.
- Data visualisation.
- SQL.
- Statistical analysis.
- Critical thinking.
- Excel.
- Communication of data-driven insights for both non-technical and technical audiences.
Key Benefits of Using Data Analytics in Marketing Campaigns
Some of the biggest benefits of leveraging data analytics for marketing campaigns include:
- Better Customer Understanding: This is achieved through understanding customer behaviour, creating targeted campaigns, and analysing data.
- Optimised Marketing Strategies- Digital marketers can make better data-driven decisions based on insights, along with identifying what’s working and what’s not.
- Competitive Benefits – You can identify market trends and new opportunities by analysing competitor data to understand areas for differentiation.
- Added advantages include better operational efficiency and identifying potential risks to mitigate them in advance.
Singapore Hiring Trends: Data-Savvy Marketers in Demand
The current trends in Singapore indicate the predominance of data-savvy marketers across multiple sectors. Here are some key trends worth noting in this regard.
- Demand is higher for data-savvy marketers due to their increased dependence on data analytics for effective business strategies.
- It is driven by the growth of digital marketing, e-commerce, and the need to interpret data and optimise campaigns.
- Digital marketing strategies depend on data analytics to personalise campaigns, understand customer behaviour, and boost marketing effectiveness.
- They also have to specialise in multiple digital channels, SEM, SEO, and email marketing.
Real-World Example: How Data Analytics Drove Marketing Success
Several real-world examples of digital marketing analytics driving successful marketing campaigns can be found in Singapore. These include the following:
- Lumitics is using AI-based tools to lower food waste.
- Shopee is also leveraging big data to optimise supply chains effectively.
- Multiple businesses are using targeted recommendations and personalised content to drive conversions.
- Multiple e-commerce companies are also using data analytics to automate personalised customer experiences.
Also Read: Online Data Science Program vs Bootcamp: What’s Better for Landing a Job in Singapore?
Tools and Skills You Need to Thrive in Data-Driven Digital Marketing
There are several digital marketing and data analytics tools and skills that you’ll require to flourish in data-driven digital marketing roles.
| Skill | Marketing Analytics Role | Instances/Details |
| Google Analytics | Traffic and website insights | Tracking bounce rates, conversion, and acquisition data |
| CRM and Email Analytics | Customer behaviour monitoring | HubSpot, Salesforce, Mailchimp |
| Data Visualisation | Storytelling with data/numbers | Google Looker Studio, Tableau |
| SQL and Excel | Data querying and cleaning | Used for all marketing analytics positions |
| A/B Testing and CRO | Campaign optimisation | VWO, Optimizely, Google Optimize |
Here are some of the skills employers in Singapore require for these positions.
- SEO
- Data analysis from multiple sources
- Marketing automation (Marketo, HubSpot)
- Social media management
- Email marketing
- PPC advertising
- Content creation
- CMS
- Data Visualisation
- Conversion Rate Optimisation (CRO)
- Communication and Storytelling
- Project Management
- Problem-Solving
- Google Analytics
- Google Ads
- Hootsuite, Buffer, and Sprout Social
- Mailchimp, SEMrush, Moz, Ahrefs, Constant Contact, Trell,o and Asana
- Power BI and Tableau for data visualisation
Also Read: Top Online AI ML Diploma Programs and Certifications for Job Opportunities in Singapore
upGrad’s Learning Pathways for Digital Marketers Who Want to Master Analytics
upGrad offers several cutting-edge data and marketing programs tailored to mid and early-career professionals in Singapore. You can learn from leading global universities with a GenAI-integrated curriculum, real-world case studies and projects, and the latest data science and machine learning languages and tools.
While equipping yourself with the necessary data analytics skills to succeed in Singapore, you can also expect other perks from upGrad. These include career support, mentorship, peer networks, and industry-aligned curricula. Here are some courses you can consider:
- Executive Diploma in Data Science and AI with IIIT-B
- Master of Science in Data Science from Liverpool John Moores University
🎓 Explore Our Top-Rated Courses in Singapore
Take the next step in your career with industry-relevant online courses designed for working professionals in Singapore.
FAQs on Role of Data Analytics in Digital Marketing Jobs
Q: What is data analytics in digital marketing?
Ans: Data analytics in digital marketing means gathering and analysing data from multiple sources to generate actionable insights for campaigns. Thus, companies can personalise digital marketing campaigns for customers by aligning these initiatives with trends and preferences.
Q: Is data analytics important for all digital marketing roles?
Ans: Yes, data analytics has become hugely important for all digital marketing roles today. In a data-driven economy, it is imperative to analyse and leverage data to create more effective digital marketing campaigns with higher ROI.
Q: What tools are used in digital marketing analytics?
Ans: Some of the tools used in digital marketing analytics include Google Analytics, SEMrush, Hotjar, Mixpanel, BuzzSumo, Hootsuite, Sprout Social, Ahrefs, and Moz. Mailchimp, Tableau, and Power BI are also essential tools in this segment.
Q: What’s the difference between digital marketing analytics and business analytics?
Ans: Business analytics refers to data-driven insights that inform business decisions, including launching new products, managing inventory, tracking market trends, and understanding customer preferences. Digital marketing analytics specialises in informing marketing campaigns based on data-driven insights, personalisation, and forecasting.
Q: Can I learn marketing analytics without a technical background?
Ans: Yes, it is possible to learn marketing analytics without having a technical background. It depends on your aptitude and passion for the domain. You will find several courses that equip you with crucial skills to succeed in the field.
