Analiza Marketingowa w R - Plan Szkolenia

Primary tabs

Kod kursu

mrkanar

Czas trwania

21 godzin (zwykle 3 dni wliczając przerwy)

Wymagania

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.

Charakterystyka kursu

Audience:

Business owners (marketing managers, product managers, customer base managers) and their teams; customer insights professionals.

Overview:

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.

Format:

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.

Plan Szkolenia

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.)

Szkolenie gwarantowane uruchamiamy nawet dla jednego uczestnika!
Szkolenie Otwarte Szkolenie Otwarte
W szkoleniu uczestniczą kursanci z różnych firm. Kurs realizowany jest wg planu szkolenia zamieszczonego na naszych stronach.
od 4600PLN
(53)
Szkolenie Zamknięte Szkolenie Zamknięte
Uczestnicy tylko z jednej organizacji. Nie ma możliwości dołączenia uczestników z zewnątrz. Program szkolenia jest zazwyczaj dostosowany do konkretnej grupy, tematy zajęć są uzgadniane pomiędzy klientem a trenerem.
Szkolenie Zdalne Szkolenie Zdalne
Instruktor oraz uczestnicy znajdują się w różnych fizycznych lokalizacjach i komunikują się przez Internet.
od 12000PLN
Zapytaj o wycenę

Im więcej zgłaszasz uczestników, tym większe oszczędności. Tabela przedstawia cenę za uczestnika w zależności od liczby zgłaszanych osób i służy jedynie to zilustrowania przykładowych cen. Aktualna oferta dotycząca szkolenie może być inna.

Liczba uczestników Szkolenie Otwarte Szkolenie Zdalne
1 4600PLN 12000PLN
2 3800PLN 7500PLN
3 3533PLN 6000PLN
4 3400PLN 5250PLN
Nie znalazłeś pasującego terminu? Zaproponuj termin szkolenia >>
Zbyt drogo? Podaj swoją cenę

Powiązane Kategorie

R Training

Najbliższe szkolenia

MiejscowośćData KursuCena szkolenia [Zdalne / Stacjonarne]
Tarnów ul. Kościuszki 10 wt., 2016-12-27 09:0012000PLN / 5050PLN
Opole, Władysława Reymonta 29śr., 2016-12-28 09:0012000PLN / 5350PLN
Gliwice ul. Karola Marksa 11 śr., 2016-12-28 09:0012000PLN / 5050PLN
Kielce, ul. Warszawska 19pon., 2017-01-02 09:0012000PLN / 5050PLN
Lublin, ul. Spadochroniarzy 9śr., 2017-01-11 09:0012000PLN / 5050PLN

Kursy w promocyjnej cenie

Newsletter z promocjami

We respect the privacy of your email address. We will not pass on or sell your address to others.
You can always change your preferences or unsubscribe completely.

Zaufali nam