Retail Analytics and Market Intelligence

Funding Validity Period

5 May 2023

4 May 2027

Course Overview

The course will help learners to apply data analysis techniques using Microsoft Excel with focus on those in the retail trade. In this course, participants will learn how to use Excel to create formulas and functions that will generate retail KPIs for measurement of performance as well as create visualization of market information for business.

Skills Acquired

By the end of this course, learners will be able to:

Understand company’s data collection and analysis strategy for metrics and measurement based on business products and services.
Organize data sets for strategic measurement of retail KPIs.
Aware of trending and emerging data analytics visualization tools and technology.
Collect measurements and information to determine effectiveness of the tools and technology deployed.
Create different analytical reports to analyse consumer segmentation, predictive modelling, contextual targeting, churn analysis, revenue growth and cost optimization.
Conduct Data Analytics of Trending Customer Activities and Behaviours.
Prepare and update reports and dashboards illustrating trends and insights for business questions and issues.

Learning Modules

Learning Unit 1: Metrics and Measurements for Data Analytics

What is Retail Analytics?
What is Market Intelligence?
Types of Data Collection Tools and Data Collection Techniques
How Data Collected is Used for Market Intelligence?

Learning Unit 2: All About Data Models and Data Linkages

Importing Data into Excel (Spreadsheets, CSV, Database)
Create Tables and Basic Analysis
Create Pivot Table with Aggregation and Built-in Calculations
Create Calculated Items and Calculated Fields
Introduction to PowerPivot
Understanding Relationships
Create Data Models
Difference between Calculated Items and Calculated Fields
Importing data from multiple sources
Create Data Models with relationships

Learning Unit 3: Data Analytics and Data Visualization Trends

Creating Pivot Charts
Formatting Pivot Charts
Creating DAX Measures
Understanding DAX syntax
Creating pivot charts
Formatting of pivot charts
Creating DAX measures in pivot tables

Learning Unit 4: Effectiveness of Data Analytical Tools

How to evaluate effectiveness of data analytical tools?
Power Pivot vs Pivot Table
Excel vs Power BI Desktop

Learning Unit 5: Analysing Key Performance Metrics to Manage Business Performance

Identifying retail business performance metrics like churn analysis, revenue growth, cost optimization, predictive modelling
Identifying Excel functions/ DAX measures to generate metrics

Learning Unit 6: Analysing Customer Activities and Behaviour

Using visualizations to create dashboard with slicers
Observing business trends based on interactivity of visualization
How to observe trends? E.g. using trend lines and patterns
Provide an example and discuss what are the trends observed and if there are any patterns observable?

Learning Unit 7: Address Business Questions Through Analysing Reports and Dashboards

Identifying types of reports required for retail e.g. sales analysis, churn analysis, revenue growth, consumer segmentation
Analysis from market intelligence

What is Retail Analytics?
What is Market Intelligence?
Types of Data Collection Tools and Data Collection Techniques
How Data Collected is Used for Market Intelligence?

Importing Data into Excel (Spreadsheets, CSV, Database)
Create Tables and Basic Analysis
Create Pivot Table with Aggregation and Built-in Calculations
Create Calculated Items and Calculated Fields
Introduction to PowerPivot
Understanding Relationships
Create Data Models
Difference between Calculated Items and Calculated Fields
Importing data from multiple sources
Create Data Models with relationships

Creating Pivot Charts
Formatting Pivot Charts
Creating DAX Measures
Understanding DAX syntax
Creating pivot charts
Formatting of pivot charts
Creating DAX measures in pivot tables

How to evaluate effectiveness of data analytical tools?
Power Pivot vs Pivot Table
Excel vs Power BI Desktop

Identifying retail business performance metrics like churn analysis, revenue growth, cost optimization, predictive modelling
Identifying Excel functions/ DAX measures to generate metrics

Using visualizations to create dashboard with slicers
Observing business trends based on interactivity of visualization
How to observe trends? E.g. using trend lines and patterns
Provide an example and discuss what are the trends observed and if there are any patterns observable?

Identifying types of reports required for retail e.g. sales analysis, churn analysis, revenue growth, consumer segmentation
Analysis from market intelligence

Who is this course is for

This training is relevant to retail executives, retail managers and retail supervisors. This is also relevant to all persons employed in the retail industry and keen to expand their knowledge into data analysis and dashboard creation for the retail business.

Academic prerequisites

Workforce Skills Qualifications (“ES WSQ”) Workplace Literacy (“WPL”) level 3.
Be able to read and write English at a proficiency level equivalent to ES WSQ WPL level 3.
Be able to manipulate numbers at a proficiency level equivalent to ES WSQ Workplace Numeracy (“WPN”) level 3.
Learners to have minimum GCE ‘O’ level or ITE certificate education.
Learner should have at least 1 year’s working experience in any industry.

Course Fees

Fees	Small Medium Enterprises (SMEs)	Non Small Medium Enterprises	Singaporean Employees aged 40 years and above
Full Fee	$480.00	$480.00	$480.00
9% GST (on full course fee)	$43.20	$43.20	$43.20
Funding Amount	$336.00 (70% off course fee)	$240.00 (50% off course fee)	$336.00 (70% off course fee)
Nett Fee Payable (incl. GST)	$187.20	$283.20	$187.20

SME: Company registered or incorporated in Singapore AND employment size of not more than 200 or with annual sales turnover of not more than $100 million
Non-SME (MCES): Employee is Singaporean aged 40 years and above

Course Fee Funding:
SME: 70% of course fee
Non-SME: 50% of course fee
Non-SME(MCES): 70% of course fee

Eligible for Absentee Payroll Funding

$4.50 per training hour capped at $100,000 per enterprise per calendar year

Eligible for SkillsFuture Enterprise Credit (SFEC)

Fees	Singapore Citizens (40 years and above)	Singapore Citizens (21 to 39 years old) & Permanent Residents (21 years old and above)
Full Fee	$480.00	$480.00
9% GST (on full course fee)	$43.20	$43.20
Funding Amount	$336.00 (70% off course fee)	$240.00 (50% off course fee)
Nett Fee Payable (incl. GST)	$187.20	$283.20

MCES: Singaporean aged 40 years and above
Normal: Singaporean / PR aged 21 years and above

Course Fee Funding:
MCES: 70% of course fee
Normal: 50% of course fee

Eligible for UTAP funding
Eligible for SkillsFuture Credit
Eligible for PSEA Funds