NICF- Customer Analytics

Course Overview

Do you know what to do with your company data? Do you want to know how you can increase your company's profitability? This course teaches you to segment and profile customers so that you can better understand them and know when to market to the right customer, with the right product and through the right channel.

You will learn how to identify profitable customers so that the business can keep and acquire more of them. This course is also about making less profitable customers more profitable, thereby increasing the return on investment for the business by applying direct marketing to acquire and keep customers instead of mass marketing.

This is a hands-on course that teaches you how to use different analytical techniques to solve different business objectives. Three practical workshops will demonstrate how to segment and profile your customers using SPSS Modeler.
 
Key Takeaways
At the end of the course, you will be able to:
  • Understand customer segmentation so that different marketing tactics can be applied to different customer segments. For example, the most profitable customer segment might receive bigger discounts than other customer segments
  • Understand customer profiling so that customer segments are better understood not only descriptively, but, behaviorally (e.g. how much they spend per month, how long have they been buying from the business)
  • Apply SPSS Modeler analytical techniques, such as customer lifetime value, latency and RFM scoring, to solve business problems
  • Appreciate the Business Customer Game and learn when to market to each customer segment with the right product/service and through the right channel

Who should attend
This course is for:
  • Marketing Managers, Senior Marketing Analysts and Marketing Analysts
  • Business Development Managers, Senior Business Analysts and Business Analysts
  • Data Managers, Senior Data Analysts, Data Analysts, Senior Information Analysts, and Information Analysts
  • IT Managers

What will be covered
  • Introduction to Customer Analytics
  • Customer Marketing Basics
  • Applications of Customer Analytics
  • The Business Customer Game
  • Customer Segmentation using Latency
  • Customer Profiling using RFM Modeling
  • Customer Value Assessment using Customer Lifetime Values
  • Profitable Customer Segments
  • Overall Business health of the Company
   
 Fee

Singaporeans/PRs International
Course Fee S$770.401 S$2568

  • 1course fee is after funding from WDA
  • Fee quoted is inclusive of GST
  • Enhanced training support is available for SMEs. Click here for more details
  • All businesses are also eligible for Productivity and Innovation Credit (PIC). Click here for more details
   
 
Class Time
  • 9am - 5pm daily
  
   
Instructors

Participant's Feedback
  • "I was able to experience the challenges of using the SPSS software and the business side of the analytics techniques when users are combining these techniques into their daily working life. The environment was pleasant as well, conducive for learning. The course trainer went the extra mile to guide me since I was from the technical side with minimal previous working knowledge of analytics."
    - IT Consultant, Central Provident Fund Board
  
   
Additional Information

NICF Accreditation
  • This course is aligned to the National Infocomm Competency Framework (NICF) and accredited by WDA. Absentee payroll and up to 70% WDA funding of the course fee is available for eligible participants (Singapore Citizens and Permanent Residents). Absentee payroll subsidy is available for eligible companies and companies on a short work week system will receive the absentee payroll subsidy based on their employees' current income. Please visit www.wda.gov.sg for full details
  • Upon completion of the course, eligible participants will be assessed on required Competency Units (CUs). For each CU passed, participants will be issued a Statement of Attainment
  • Participants may need to attend additional coaching sessions and re-assessments if they do not pass the required competency units. ISS reserves the right not to disclose any information on course assessment process
  • To encourage more Small and Medium Enterprises (SMEs) to send their workers for skills upgrading and to enhance productivity, the Government will be increasing the funding subsidy for this group. The Enhanced Training Support for SMEs will help SMEs further lower the cost of sending their employees for certifiable training programmes supported by the Singapore Workforce Development Agency (WDA), and academic Continuing Education and Training (CET) programmes offered by the five Polytechnics and the Institute of Technical Education. SMEs will get to enjoy subsidies of 90% of the course fees when they sponsor their employees for the above-mentioned courses as well as claim absentee payroll funding of 80% of basic hourly salary at a higher cap of $7.50 per hour. This three-year initiative will take effect from 1 July 2012.

Enquiry
  • Please contact Ms Tay Li Ying at 6516 7646 or email : tay_li_ying@nus.edu.sg for more details
  • Programme details are subjected to change without prior notice

Upcoming Classes

Schedule Duration
17 Jul 2013 to 19 Jul 2013 3 days
11 Nov 2013 to 13 Nov 2013 3 days
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