Hello Data Tribe!
SLDxDigital – This module aims to up-skill new and existing marketing professionals on building a holistic digital ecosystem around the business, that is enabled by the right data structures and technologies. Participants are expected to have a basic understanding of digital marketing concepts and terminologies.
The first class introduces the concept of building a digital marketing strategy as well as touches on the right data structures, technologies and analytics in place to enable the business and marketing objectives.
The second class would go into each customer touch point through a framework of owned, paid and earned channels – acknowledging that the lines between these are increasingly blurring. There will be speakers from Meta and TikTok to show how these channels can be used for reaching consumers. We will also cover owned channels with a speaker from Google covering SEO and a speaker from Emplifi will cover how paid and owned channels are inseparable and how as marketers we can tap into this changing consumer behaviour.
The final class will be addressing upcoming changes in marketing through AI. We will cover how AI is touching various parts of the value chain from content creation, targeting to advanced analytics.
Each class aims to equip learners with the skills, best practices and most updated industry knowledge.
Nitya Varma, Module Lead
Module Classes
Each Module runs on 3 Saturdays in a row, each class will be 2-3 hrs long
[Click on the buttons to explore the classes]
Class 1: Foundation
Foundation of Digital Strategy
Date: Sat 14 October, 4pm SGT
Duration: 2,5 hours
The first class introduces the concept of building a digital marketing strategy as well as touches on the right data structures technologies and analytics in place to enable the business and marketing objectives. It will cover the basics of developing a digital strategy.
Session 1
Overview of digital marketing
Understanding the consumer journey and path-to-purchase
Key challenges for the modern digital marketer
The 5 “W”s of a digital marketing strategy: Why, who, when, where, what
Building your digital marketing strategy: objectives, budget & resources, audience, test, implementation, optimise
Session 2
Introduction to building a data architecture, Martech/Adtech and analytics that enables the strategy
Setting a digital strategy above would help inform what kind of data and tech is needed
How do we use 1st party data to achieve what the business is trying to do
Is a sales element needed to the site?
Is Personalisation important to the business
Each of the answers above would help craft the right data architecture and martech tools for the business
Module Trainers
Eugene Yap
APAC Head of Consulting, Strategy & Analytics, Epsilon
Eugene has more than a decade of experience working with senior marketers and sales leaders to drive business growth with data and technology. He currently heads Strategy Consulting for Epsilon APAC, where he works with clients to build customer engagement and loyalty and optimize the use of marketing technology. Previously, Eugene was responsible for building the Digital Consulting Practice for Kantar Asia, and has led various engagements with brands like Microsoft, Nestle, Changi Airport Group, IHG and Starbucks. Eugene’s extensive portfolio of work spans across Commercial Excellence and Loyalty, Customer Experience, CRM, Marketing Analytics and Digital Innovation. Eugene graduated from the National University of Singapore with a First-Class Honors in Computing and obtained his MBA at INSEAD Business School.
Bhavna Shewakramani
Solutions Partner APAC, Publicis
Bhavna has over 13 years of agency experience, specializing in digital marketing. She is currently a Solutions Partner, APAC at Publicis Groupe. Her expertise lies in performance marketing, integrated marketing, ad tech, and measurement frameworks. Bhavna is focused on a results-oriented approach, placing a strong emphasis on leveraging digital platforms and data-driven strategies to create cross-channel audience plans for clients. She has successfully executed campaigns across various verticals and markets across the North America and APAC region. Her proficiency extends beyond media planning and activation, as she possesses a keen eye for identifying ideal measurement frameworks, setting key performance indicators (KPIs), and managing comprehensive learning agendas and defining a story out of all the numbers and data available on hand.
Class 2: Building a Plan
Building a plan across all customer touchpoints
Date: Sat 21 October, 4pm SGT
Duration: 2.5 hours
The second class would go into each customer touch point through a framework of owned, paid and earned channels – acknowledging that the lines between these are increasingly blurring. There will be speakers from Meta and TikTok to show how these channels can be used for reaching consumers. We will also cover owned channels with a speaker from Google covering SEO and a speaker from Emplifi talking about how paid and owned are inseparable and talking about making social channels “shop-able”.
Session 1
Deep dive into paid and owned and touchpoints
Paid channels:
Building campaigns in Meta, TikTok and Google
– Budget setting
– Objective setting
– Target audience Set up
– Reporting and Learnings
Session 2
Owned and Earned
Ensuring all paid , owned & earned channels are connected
Recognizing the increasingly blurring lines between paid and earned
Module Trainer – Session 1
Gabriel is the Director of Business Consulting JAPAC & MEA at Emplifi. For the last 9 years, Gabriel has been focused on helping brands leverage the Emplifi Suite solution to excel in their brand customer experience and optimize their social & digital media marketing through a data-driven approach.
Gabriel is a digitally and technically savvy strategic thinker with 15 years of experience across digital, mobile and social media marketing. His career encompasses areas of technical, business and creative elements, from his in-depth knowledge and experience in global project management to running day-to-day operations and creative campaigns for digital, mobile and social marketing. Gabriel’s past adventures include running his own online fashion label and developing his own award-winning mobile app.
Module Trainer – Session 2
With a career in the e-commerce industry spanning since 2014, Lucinda has traversed markets in Hong Kong, Singapore, the United States, and now calls Australia home. Six years ago, Lucinda embarked on her journey at Meta, where her passion for leadership, education, and empowering business owners ignited.
Throughout her career, Lucinda has harnessed the transformative power of e-commerce to revitalize businesses and share wisdom with aspiring entrepreneurs. Lucinda’s dedication lies in crafting innovative strategies, fostering growth, and instilling confidence in those she mentors. As Lucinda continues her e-commerce voyage, she remains unwavering in their mission to empower and elevate businesses within the ever-evolving digital landscape.
Module Trainer – Session 2
Collin is a Solutions Consultant for Publishers Monetization at Google, with a passion for SEO and helping businesses grow their organic presence in Google search. He has years of experience working with enterprises of all sizes to improve their online visibility and reach. Collin believes that organic growth is a sustainable and effective way for businesses to reach their target audience and increase their revenues. He is committed to helping businesses of all sizes succeed online, and he is passionate about helping them achieve their goals by working together toward developing products that are useful for the users.
Module Trainer – Session 2
Class 3: Future Proofing
Future proofing the marketing plan
Date: Sat 28 October, 4pm SGT
Duration: 2.5 hours
The final class will be addressing upcoming changes in marketing through AI. We will cover how AI is touching various parts of the value chain from content creation, targeting to advanced analytics.
Session 1
How artificial intelligence is revolutionising the entire digital marketing landscape – practical guide how to create AI driven digital strategy for small business
- AI-powered content creation- how machine learning algorithms can assist in generating high-quality, engaging content at scale
- AI-driven advertising – how AI algorithms can optimise ad targeting, automate bidding strategies, and deliver personalised ad experiences
- AI-driven analytics – how machine learning algorithms can extract valuable insights from vast amounts of data.
Module Trainer – Session 1
Founder @ Collective Global Founder @ Refugeek
Co-Founder / CTO @ DearMX
Co-Founder / CTO @ BSD Education
Nickey Khemchandani is a polyglot technologist & marketer that focuses on building, growing and evolving businesses through technology innovation.
Nickey has been leading the technological and digital vision of BSD Education as its co-founder and Chief Technology Officer. Throughout his leadership, he has helped BSD develop a revolutionary EdTech solution that is enabling educators around the world (25 countries) bring digital skills to their students (150,000+).
He has over 15 years of experience in developing and scaling technology solutions. He utilizes best-in-class product development techniques to help businesses go from ideation to launching revenue generating products. In addition, his expertise in digital marketing helps drive scale for businesses and enables teams to harness the power of data. Corporations globally seek his expertise in designing large scale digital transformation projects.
His passion for technology and businesses has led him to be featured across several leading publications and books. He has been invited to speak at international conferences around the topics of technology application in various industries. His vision is fuelled by his desire to enable others through technology.
Module Lead
Nitya has over 18 years of experience and is currently a Managing Partner at OMD EMEA across a number of global clients. Her experience spans research insights, communications planning and strategy. She has worked in multiple markets, her Global experience spanning clients in FMCG, Finance and technology. She has worked on clients such as Bacardi, Standard Chartered, P&G, Aviva, NatWest, Lenovo, TikTok, Unilever in both Strategy and Planning roles. She is passionate about media, measurement and how data and tech is shaping the world of Marketing.
She also has am MBA from The University of Oxford.
