Marketing Analytics using R Training Course

Primary tabs

Client Testimonials

Przyjazna atmosfera.

Radosław Garliński

Course Code


Duration Duration

21 hours (usually 3 days including breaks)

Requirements Requirements

The students are expected to be comfortable using R and understand basic marketing concepts.

Students should have access to a recent version of R with the additional packages gbm, caret, and survey installed with their dependencies and suggested packages.

Overview Overview


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.

Course Outline Course Outline

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.)

Guaranteed to run even with a single delegate!
Public Classroom Public Classroom
Participants from multiple organisations. Topics usually cannot be customised
From 4600PLN
Private Classroom Private Classroom
Participants are from one organisation only. No external participants are allowed. Usually customised to a specific group, course topics are agreed between the client and the trainer.
Private Remote Private Remote
The instructor and the participants are in two different physical locations and communicate via the Internet
From 12000PLN
Request quote

The more delegates, the greater the savings per delegate. Table reflects price per delegate and is used for illustration purposes only, actual prices may differ.

Number of Delegates Public Classroom Private Remote
1 4600PLN 12000PLN
2 3800PLN 7500PLN
3 3533PLN 6000PLN
4 3400PLN 5250PLN
Cannot find a suitable date? Choose Your Course Date >>
Too expensive? Suggest your price

Related Categories

R Training

Course Discounts

Course Venue Course Date Course Price [Remote/Classroom]
A Practical Guide to Successful Pricing Strategies Poznan, Garbary 100/63 Wed, 2016-10-26 09:00 3366PLN / 1883PLN
Design Patterns in C# Bielsko-Biała, Al. Armii Krajowej 220 Wed, 2016-10-26 09:00 3861PLN / 2130PLN
Creating and delivering presentations in Power Point (social skills workshop) Poznan, Garbary 100/63 Thu, 2016-10-27 09:00 3346PLN / 2073PLN
Agile Project Management with Scrum Kraków, ul. Rzemieślnicza 1 Wed, 2016-11-02 09:00 3386PLN / 1929PLN
Understanding Windows Communication Foundation (WCF) Szczecin, ul. Małopolska 23 Wed, 2016-11-02 09:00 10266PLN / 3611PLN
Python Programming Szczecin, ul. Małopolska 23 Mon, 2016-11-07 09:00 N/A / 5434PLN
Agile Project Management with Scrum Poznan, Garbary 100/63 Mon, 2016-11-07 09:00 3386PLN / 1529PLN
Business Analysis, BABOK V3.0 and IIBA Certification Preparation Katowice ul. Opolska 22 Mon, 2016-11-07 09:00 9405PLN / 5753PLN
Adobe InDesign Lublin, ul. Spadochroniarzy 9 Mon, 2016-11-07 09:00 1881PLN / 1327PLN
Administration of Linux System Olsztyn, ul. Kajki 3/1 Tue, 2016-11-08 09:00 3861PLN / 2681PLN
SQL Fundamentals Warszawa, ul. Złota 3/11 Wed, 2016-11-09 09:00 3663PLN / 1510PLN
Adobe Illustrator Katowice ul. Opolska 22 Wed, 2016-11-09 09:00 2871PLN / 1848PLN
Excel For Statistical Data Analysis Warszawa, ul. Złota 3/11 Mon, 2016-11-14 09:00 2673PLN / 1291PLN
Prototypowanie interaktywnych makiet - Axure Szczecin, ul. Małopolska 23 Mon, 2016-11-14 09:00 5445PLN / 2101PLN
Visual Basic for Applications (VBA) in Excel - Advanced Białystok, ul. Malmeda 1 Mon, 2016-11-14 09:00 3455PLN / 2202PLN
Social Media - facebook, twitter, blog, youtube, google+ Gdynia, ul. Ejsmonda 2 Mon, 2016-11-14 09:00 1881PLN / 1102PLN
Apache Web Server Administration Kraków, ul. Rzemieślnicza 1 Tue, 2016-11-15 09:00 4732PLN / 3177PLN
OCUP2 UML 2.5 Certification - Intermediate Exam Preparation Wroclaw, ul.Ludwika Rydygiera 2a/22 Thu, 2016-11-17 09:00 5148PLN / 2175PLN
SQL in MySQL Gdynia, ul. Ejsmonda 2 Thu, 2016-11-17 09:00 2851PLN / 1413PLN
Creating and managing Web sites Kraków, ul. Rzemieślnicza 1 Mon, 2016-11-21 09:00 5841PLN / 3298PLN
Stress management Gdynia, ul. Ejsmonda 2 Mon, 2016-11-21 09:00 5148PLN / 1730PLN
Angular JavaScript Katowice ul. Opolska 22 Mon, 2016-11-21 09:00 5940PLN / 3380PLN
Agile w projektach zdalnych Katowice ul. Opolska 22 Tue, 2016-11-22 09:00 5049PLN / 1962PLN
Effective working with spreadsheet in Excel Rzeszów, Plac Wolności 13 Thu, 2016-11-24 09:00 PLN / 767PLN
Oracle SQL for beginners Poznan, Garbary 100/63 Mon, 2016-11-28 09:00 4752PLN / 2133PLN
Visual Basic for Applications (VBA) for Analysts Kielce, ul. Warszawska 19 Tue, 2016-11-29 09:00 2772PLN / 1974PLN
Graphic techniques (Adobe Photoshop, Adobe Illustrator) Wroclaw, ul.Ludwika Rydygiera 2a/22 Tue, 2016-12-06 09:00 4851PLN / 2740PLN
Test Automation with Selenium Gdańsk, ul. Powstańców Warszawskich 45 Tue, 2016-12-06 09:00 7722PLN / 3624PLN
Programming in WPF 4.5 Kraków, ul. Rzemieślnicza 1 Tue, 2016-12-06 09:00 6435PLN / 2893PLN
Docker and Kubernetes Gdańsk, ul. Powstańców Warszawskich 45 Wed, 2016-12-07 09:00 N/A / 4989PLN

Upcoming Courses

VenueCourse DateCourse Price [Remote/Classroom]
Kielce, ul. Warszawska 19Tue, 2016-11-08 09:0012000PLN / 5050PLN
Białystok, ul. Malmeda 1Mon, 2016-11-14 09:0012000PLN / 5050PLN
Rzeszów, Plac Wolności 13Wed, 2016-11-16 09:0012000PLN / 5050PLN
Bydgoszcz, ul. Dworcowa 94Wed, 2016-11-16 09:0012000PLN / 4750PLN
Warszawa, ul. Złota 3/11Tue, 2016-11-22 09:0012000PLN / 4600PLN

Some of our clients