Customer Analytics

Course Description & Learning Outcomes

• 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.