Top Courses

Course Description:

Why data analysis is so important

This session sets the scene for the two days. It considers why intelligent use of data is an essential component in developing an understanding of customers, improving targeting strategies and developing the business.

• Getting to understand the customer
• The role of data and analytical teams within the organisation

Getting to know your data

The aim of this session is to introduce delegates to basic analytical tools for understanding data and the relationships between different types of information, including:

• Data mining techniques – variable types, frequencies and descriptive statistics
• Statistical tests of significance
• Workshop session

Looking for key relationships within your data

• Assessing the influence of key marketing variables upon each other. Includes a comparison of means, contingency tables and correlations
• Workshop session

Using modelling techniques to predict the future

• How predictive modelling can be used to better understand campaign performance and the practicalities of using predictive models
• An introduction to predictive modelling using regression
• Creating scorecards
• Workshop session

Using segmentation methods to acknowledge differences amongst your customers

• Background – why create segments?
• Segmentation considerations
• Descriptive vs. predictive

Descriptive segmentation techniques

• An introduction to cluster analysis to create segments
• Workshop session

Using segmentation to make predictions about future marketing performance

Bringing it all together

For the final session, delegates will work in small teams to address a practical case study, applying the knowledge gained throughout the course to produce an appropriate analytical strategy.

• An introduction to the use of decision trees to create segments and inform future targeting
• Workshop session