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.)
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.
Opinie uczestników (12)
Trenerka w jasny i usystematyzowany sposób prowadziła zajęcia, będąc przy tym bardzo elastyczną. Posiadała ogromną wiedzę, którą potrafiła się podzielić i cierpliwie tłumaczyła, jeśli pojawiły się jakieś wątpliwości albo kod nie działał. Mam nadzieję, że spotkamy się jeszcze na jakimś kursie :)
Anna - Uniwersytet Jagielloński Collegium Medicum
Szkolenie - Introduction to R
dużo ćwiczeń, które bezpośrednio mogę wykorzystać w mojej pracy
Alior Bank S.A.
Szkolenie - Sieci Neuronowe w R
Nie było nudno, trener potrafił utrzymać uwagę, tematy zostały omówione dogłębnie.
Marta - Ministerstwo Zdrowia
Szkolenie - Advanced R Programming
Przetłumaczone przez sztuczną inteligencję
The pace was just right and the relaxed atmosphere made candidates feel at ease to ask questions.
Rhian Hughes - Public Health Wales NHS Trust
Szkolenie - Introduction to Data Visualization with Tidyverse and R
Dobrze przemyślane i wysokiej jakości materiały planistyczne.
Andrew - Office of Projects Victoria - Department of Treasury & Finance
Szkolenie - Forecasting with R
Przetłumaczone przez sztuczną inteligencję
very tailored to needs
Yashan Wang
Szkolenie - Data Mining with R
The subject matter and the pace were perfect.
Tim - Ottawa Research and Development Center, Science Technology Branch, Agriculture and Agri-Food Canada
Szkolenie - Programming with Big Data in R
At the end of the class, we had a great overview of the language, we were provided tools to continue learning and were provided suggestions on how to continue learning. We covered AI/ML information.
Victor Prado - Global Knowledge Network Training Ltd
Szkolenie - R
jasność, z jaką wyjaśnił cały kurs, a także gotowość do powrotu do agendy, gdy było to konieczne
Carlos Eloy - AMERICAN EXPRESS COMPANY MEXICO
Szkolenie - Data Analytics With R
Przetłumaczone przez sztuczną inteligencję
It was very informative and professionally held. Wojteks knowledge level was so advanced that he could basically answer any question and he was willing to put effort into fitting the training to my personal needs.
Sonja Steiner - BearingPoint GmbH
Szkolenie - R Programming for Data Analysis
The trainer was so knowledgeable and included areas I was interested in
Mohamed Salama
Szkolenie - Data Mining & Machine Learning with R
The exercises.