Customer Analytics

Key Takeaways

• Gain a comprehensive understanding of the customer management life-cycle and customer profiling to enhance understanding of customer segments, encompassing behavioural aspects (e.g. monthly spending, tenure with the business) and touchpoints accessed. This insights-driven approach informs targeted marketing strategies aimed at deepening customer relationships.
• Acquire proficiency in dimension reduction techniques such as PCA (Principal Component Analysis) and Factor Analysis, enabling the identification of core dimensions/factors from diverse customer characteristics, behaviors, and product holdings.
• Develop advanced multivariate customer segmentation strategies utilising a diverse set of variables, features, or factors. Learn to design and implement marketing strategies tailored to different customer segments, maximising profitability. For instance, prioritise special treatment for the most profitable customer segments over others.
• Utilise RFM (Recency, Frequency, Monetary) analysis for both segmentation purposes and other customer development strategies, leveraging insights into customer transactional behavior to drive effective marketing initiatives and enhance overall customer experience.
• Harness the power of customer analytics to deliver personalised recommendations, leveraging data-driven insights to tailor product or service recommendations to individual customers. This personalized approach enhances customer engagement and satisfaction, ultimately driving business growth and loyalty.

Who Should Attend

• Marketing practitioners and data analysts preferably with more than two years of experience
• Professionals who have an active interest in customer analytics
• Marketing Managers, CRM Managers and Marketing Analysts
• Business Development Managers, Senior Business Analysts and Business Analysts
• Data Managers, Senior Data Analysts, Senior Information Analysts, and Information Analysts

What to Bring

No printed copies of course materials are issued.
Participants must bring their internet-enabled computing device (laptops, tablet etc) with power charger to access and download course materials.

If you are bringing a laptop, please see below for the tech specs:

Additional Software Requirements:

• JMP
• R & R studio
• Python

What Will Be Covered

• Introduction to Customer Management Framework and Customer Life Cycle
• Dimension Reduction Techniques
• Segmentation using Cluster Analysis
• Persona Modelling (Profiling) and RFM Analysis
• Association Analysis and Personalised Recommendations

Fees & Subsidies

Fees for 2024

1. All fees and subsidies are valid from January 2024, unless otherwise advised.
2. All self-sponsored Singaporeans aged 25 and above can use their SkillsFuture Credit to pay for course fees. For more information about SkillsFuture Credit, click here.
3. From 1st January 2024, the GST will be increased to 9%.

Certificate

Join Us

Preparing for Your Course

NUS-ISS Course Registration Terms and Conditions

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NUS-ISS and Learner’s Commitment and Responsibilities

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WIFI Access

WIFI access will be made available to participants.

Venue

NUS-ISS
25 Heng Mui Keng Terrace
Singapore 119615

Click HERE for directions to NUS-ISS

In the event of a change of venue, participants are advised to refer to the acceptance email sent one week prior to the commencement date.

Course Confirmation

All classes are subject to confirmation and NUS-ISS will send an acceptance email to participants one week prior to the commencement date. Confirmed registrants are to attend and complete all lectures, class exercises, workshops and assessments (where applicable). Additionally, all responses to feedbacks and surveys conducted by NUS-ISS and its partners must be submitted. All training and assessments will be delivered as described in the course webpage.

General Enquiry

Please feel free to write to ask-iss@nus.edu.sg if you have any enquiry or feedback.