SMU-Deloitte Data Driven Design: Harnessing the Power of Predictive Analytics

In a world where analytics rules, design is becoming ever more data-driven. 

Many large organisations, especially those in traditional industry sectors such as telecommunications, financial services and manufacturing, are beginning to realise the importance of design thinking combined with big data for true customer centricity. By embedding design thinking into big data use cases, organisations can unlock new opportunities, build empathy for users and pave the way to experiences that are truly human-centered and create an emotional connection.


In this new paradigm shift across businesses, success lies in simplifying complex and disconnected digital customer experiences using big data- enabled insights and user-centric design thinking and methods. These logics run across the entire ecosystem of desktop, kiosk and automated teller machine (ATM), mobile and tablet devices to emerging channels such as wearable devices and augmented reality interactions. 


About the Course

Designed in partnership with Deloitte, this course will help participants utilise business data more effectively by deriving insights of trends and irregularities from data and applying them for forward-looking predictions which will help improve the user experience, business intelligence and analytics environment of their organisations. This is realised through building predictive models with appropriate analytical and design thinking techniques. 

Key Takeaways

By the end of the 3-day course, participants will be able to

  • Use analytics tools such as Tableau, R, and BigML

  • Use data visualisation tools to generate insight into a situation or scenario

  • Understand the nature and application of predictive analytics approaches

  • Use simple regression and machine learning techniques to predict outcomes in a process or service environment

  • Understand the design thinking process and its relationship with data

  • Apply the insights gathered from predictive analytics within a design thinking based project

  • Use logic chain analysis to enhance the economy, efficiency, and effectiveness of processes and services 

Who Should Attend

  • Professionals who are using or wish to use predictive analytics to optimise business performance at a variety of levels in a wide range of industries
  • Senior executives and managers who want to enhance innovation in their organisation  

Level of Proficiency



Course assessment will be based on classroom exercises, case studies and project presentation. 


Upon successful completion of the course, participants will receive a certificate of participation issued by the Singapore Management University.

Type of Course



Digital Transformation, Analytics and Cyber Security

Instructional Methods and Learning Activities

Lectures, Discussions, Case Studies


The course is subsidised by SkillsFuture Singapore (SSG).

SkillsFuture Credit is also applicable


SkillsFuture Series
Course fee grant at 70% of course fees (excluding GST) for participants who are successfully enrolled by SMU into approved courses under the Programme. Participants must be Singapore Citizens or Singapore Permanent Residents.

SkillsFuture Mid-Career Enhanced Subsidy ("MCES")
Up to 90% of course fees for Singapore Citizens aged 40 years and above

Enhanced Training Support for SMEs ("ETSS")
Up to 90% of course fees; and 80% of basic hourly salary capped at $7.50/hr for local employees of SMEs

SkillsFuture Credit
Singapore Citizens aged 25 and above, and self-funding may use their SkillsFuture Credit (up to S$500) to defray part of the course fee. Please click User Guide on how to submit your claim. SkillsFuture Credit claims may be submitted by logging in via



Full Fee: S$3,210 per participant (including GST)


Nett fee payable after SkillsFuture Singapore (SSG) Funding:

  • S$963 (including GST) for Singapore Citizens and Singapore Permanent Residents
  • S$363 (including GST) for Singapore Citizens aged 40 years and above

Course Dates

Run 1: 17-19 January 2018 (Completed)

Run 2: 11-13 April 2018 (Open for Registration)


About the Trainer


Samuel Cammiss

Samuel Cammiss

Director, Deloitte SEA Innovation


Samuel is Director of the Deloitte Southeast Asia Innovation Team, an innovation unit that accelerates new products and services, builds new capabilities, and enables open innovation for Deloitte and our clients.


His experience spans the strategies and tactics of new business ventures and organisational transformation - seeking balance between innovation, risk, and sustainability.


In the field of innovation, Sammuel works on

  • Digital transformation, focussing on cognitive technologies and analytics

  • Seeding and enabling innovation cultures through new skills and relationships

  • Gearing new ventures and new collaborations for growth and resilience


His current projects are centered on technology foresight, open innovation, and risk management.