Marketing Analytics using R Training Course

Nobleprog (uk) Limited
In Belfast City (Northern Ireland), Manchester, Birmingham and 12 other venues

£3,100
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Important information

Typology Course
Location At 15 venues
Start Different dates available
Description

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.

Venues

Where and when

Starts Location
Different dates available
Belfast City
County Antrim, Northern Ireland
See map
Different dates available
Birmingham
West Midlands, England
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On request
Bradford
West Yorkshire, England
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On request
Brighton and Hove
East Sussex, England
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Different dates available
Coventry
West Midlands, England
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See all (15)
Starts Different dates available
Location
Belfast City
County Antrim, Northern Ireland
See map
Starts Different dates available
Location
Birmingham
West Midlands, England
See map
Starts On request
Location
Bradford
West Yorkshire, England
See map
Starts On request
Location
Brighton and Hove
East Sussex, England
See map
Starts Different dates available
Location
Coventry
West Midlands, England
See map
Starts Different dates available
Location
Edinburgh
Midlothian/Edinburghshire, Scotland
See map
Starts On request
Location
Exeter
Devon, England
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Starts On request
Location
Glasgow
Glasgow, Scotland
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Starts On request
Location
Leeds
West Yorkshire, England
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Starts On request
Location
Leicester
St. Georges House, Leicestershire, England
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Starts On request
Location
Liverpool
Merseyside, England
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Starts Different dates available
Location
Manchester
King Street, M1 5AN, Greater Manchester, England
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Starts On request
Location
Swansea
Swansea, Wales
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Starts On request
Location
Swindon
Wiltshire, England
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Starts On request
Location
York
North Yorkshire, England
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Frequent Asked Questions

· 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.

What you'll learn on the course

Investment
Telecommunications
Marketing
Direct Marketing
Advertising
Insurance
Media
IT
IT Development
Technology

Course programme

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.)

Additional information

21 hours (usually 3 days including breaks)

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