Analytics StarterKit

  • Overwhelming amounts of data
  • New Technologies
  • Accelerating organisational complexity
  • Rapidly changing consumer preferences
  • Intensifying competitive pressures
  • Rapidly proliferating channels and platforms

These are only a few of the factors that have recently contributed to the creation of an immensely complex environment. At the same time, the explosion in data and digital technologies has also opened up an unprecedented array of insights into customer needs and behaviours.

According to McKinsey study, businesses that use analytics effectively gain productivity rates and profitability that are 5% to 6% higher than their peers. Furthermore, companies that put data at the centre of their marketing and sales decisions were able to improve their marketing ROI by 15% to 20%. Thus, the use of advanced analytics is becoming an important ingredient of success for organisations in most industries. 

As a way to celebrate the beginning of the Big Data era in China, AsiaAnalytics is offering, for a limited time only, a package combining software and training that will help analysts and managers become better understanding their consumers, appreciating the importance of data in the decision making process. The Starter Kit helps companies extract useful and actionable knowledge from their data, by providing and developing capabilities in the following phases of the analytical process:

  • Data description and understanding
  • Data visualisation (charting)
  • Data preparation
  • Comparing groups and categories (hypothesis tests)
  • Correlation and regression
  • Segmentation

Who should get it?

  • Analysts
  • Business Intelligence professionals
  • Market Researchers
  • Consumer Insight Experts
  • Marketers
  • HR Managers
  • Anyone interested in the basics of business analytics

Detailed Course Content

Day 1

Time Item IBM SPSS Statistics Module
09:30-09:45 Introduction of instructor and participants -

Warm up

  • Introduction of statistics
  • The process of statistical analysis
  • Definitions
10:45-11:00 Tea break -

Fundamentals of using SPSS software

  • Reading data
  • Using the data editor
  • Modifying data
  • Selecting subsets of cases
  • Creating and editing charts
12:30-14:00 Lunch break -

Descriptive statistics

  • Measures of central tendency
  • Measures of dispersion
  • Crosstabs
  • Checking the shape of the distribution
15:30-15:45 Tea break -

Inferential statistics

  • Statistical significance
  • Point and interval estimation
  • Confidence intervals
  • Hypothesis testing
  • Reporting statistics
  • Test selection
17:00-17:30 Q&A -
17:30 End of session -

Day 2

Time Item IBM SPSS Statistics Module

Parametric tests

  • One-sample t-test
  • Two-samples t-test
  • One-way ANOVA
10:45-11:00 Tea break -

Non-Parametric tests

  • Equivalents of parametric tests
  • Chi-Square test
12:30-14:00 Lunch break -

Correlation & Regression

  • Scatter plot
  • Pearson correlation coefficient
  • Simple regression
15:30-15:45 Tea break -


  • Cluster analysis
17:00-17:30 Q&A -
17:30 End of Session -

Additional details

  • Module included: IBM SPSS® Statistics Base
  • Type of license: Named user, client version, permanent license
  • Book: 1 copy of the book “Statistical Analysis for Marketing Research” by ZHENG Zongcheng, ZHANG Wenshuang, HUANG Long, ZHANG Zhangxin (Volume 1)
  • Price: RMB 9,980 (including VAT)
  • Offer valid until: 30th November 2013
  • Date of the training: 5th / 6th December 2013
  • Location of the training: AsiaAnalytics (formerly SPSS China) – Shanghai office
  • Language of the training: Mandarin Chinese

Contact person:

Ms. Teddy Xia (夏童雯)

Phone: +86 (21) 6352 3525

Register Now