Marketinganalytik mit R Schulung
Business owners (marketing managers, product managers, customer base managers) and their teams; customer insights professionals.
The course follows the customer life cycle from acquiring new customers, managing the existing customers for profitability, retaining good customers, and finally understanding which customers are leaving us and why. We will be working with real (if anonymous) data from a variety of industries including telecommunications, insurance, media, and high tech.
Instructor-led training over the course of five half-day sessions with in-class exercises as well as homework. It can be delivered as a classroom or distance (online) course.
The Instructor has gained 19 years experience in customer insights and customer relationship management after originally graduating in experimental particle physics and working at the CERN laboratory. He has worked with large corporations across Europe and North America to transform the way they look at their customers and derive value from data, and has held interim management roles at leading Dutch and Irish mobile phone operators building their Insights and Customer Base Management teams.
He is one of the founders of The PCA Group, which helps large corporations in Europe and South America transform their approach to marketing, and of CYBAEA, which provides analytics-as-a-service across the globe with a strong focus on commercial results.
His teaching style focuses on practical example and emphasizes results over theoretical sophistication: his courses are for practitioners who need to deliver value to their organizations and while he covers just enough theory to make sure his students are on a firm footing his teaching is not geared to more theoretical students. Expect much hands-on work and very few formula.
Part 1: Inflow - acquiring new customers
Our focus is direct marketing so we will not look at advertising campaigns but instead focus on understanding marketing campaigns (e.g. direct mail). This is the foundation for almost everything else in the course.
We look at measuring and improving campaign effectiveness. including:
- The importance of test and control groups. Universal control group.
- Techniques: Lift curves, AUC
- Return on investment. Optimizing marketing spend.
Part 2: Base Management: managing existing customers
Considering the cost of acquiring new customers for many businesses there are probably few assets more valuable than their existing customer base, though few think of it in this way. Topics include:
1. Cross-selling and up-selling: Offering the right product or service to the customer at the right time.
- Techniques: RFM models. Multinomial regression.
- b. Value of lifetime purchases.
2. Customer segmentation: Understanding the types of customers that you have.
- Classification models using first simple decision trees, and then
- random forests and other, newer techniques.
Part 3: Retention: Keeping your good customers
Understanding which customers are likely to leave and what you can do about it is key to profitability in many industries, especially where there are repeat purchases or subscriptions. We look at propensity to churn models, including
- Logistic regression: glm (package stats) and newer techniques (especially gbm as a general tool)
- Tuning models (caret) and introduction to ensemble models.
Part 4: Outflow: Understanding who are leaving and why
Customers will leave you – that is a fact of life. What is important is to understand who are leaving and why. Is it low value customers who are leaving or is it your best customers? Are they leaving to competitors or because they no longer need your products and services? Topics include:
- Customer lifetime value models: Combining value of purchases with propensity to churn and the cost of servicing and retaining the customer.
- Analysing survey data. (Generally useful, but we will do a brief introduction here in the context of exit surveys.)
Öffentlicher KlassenraumTeilnehmer aus verschiedenen Organisationen. Die Themen können hier nicht angepasst werden.
Privater KlassenraumDie Teilnehmer sind aus einem Unternehmen. Externe Teilnehmer sind nicht erlaubt. Der Kurs ist speziell auf eine Gruppe zugeschnitten, Die Themen werden genau auf die Bedürfnisse der Teilnehmer abgestimmt.
Privater FernkursDer Anleiter und die Teilnehmer befinden sich an unterschiedlichen Orten und kommunizieren über das Internet miteinander.
Je mehr Teilnehmer, desto höher die Ersparnis pro Teilnehmer. Die Tabelle reflektiert den Preis pro Teilnehmer und dient zur Veranschaulichung. Die tatsächlichen Preise können jedoch abweichen.
|Number of Delegates||Öffentlicher Klassenraum||Privater Fernkurs|
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