Customer Analytics: Practical Tools and Techniques

Learn how to get insights from your customer data and how to truly understand your customers. Participants will learn how to use simple tools in transforming their customer and marketing data into powerful actionable insights. Through hands-on exercises, participants will learn

how to run descriptive and predictive analytics across the full customer lifecycle from the customer awareness stage all the way to the customer loyalty stage.

This course is designed for marketing and CRM professionals who DO NOT have any background in analytics, statistics, or data science. This is a practical course for learners from any background.

Date: 26 April, 3 & 10 May 2023, 8:30 A.M. – 12:00 P.M.

Course Outline:

Day 1: Introduction to customer analytics

• The WHY of Customer Analytics

• Steps in Doing Customer Analytics

• Metrics, Methods and Tools

Practical Tools and Techniques for Customer Analytics

• Core concepts: Data, Measurements and Modeling

• Descriptive Analytics and Predictive Analytics

• Core Tools and Techniques: Using JAMOVI

• Descriptive Analytics and Creating a Customer Dashboard: Using Power BI

Day 2: Analytics for Knowing and Understanding the Customer

• Customer Segmentation Analysis and Creating Customer Personas

• Customer Lifetime Value

• Customer Journey Mapping

Day 3: Analytics Tools Across the Customer Lifecyle

• Analytics for the Awareness Stage: Brand Awareness and Customer Attitudes

• Analytics for the Consideration and Purchase Stage: Analyzing Touch Points and A/B Testing

• Analytics for the Post-Purchase and Loyalty Stage: Measuring Loyalty and Determining Key Drivers

Who should attend:

• Customer Analytics Marketing and CRM professionals and executives, marketing and business analysts, customer analysts, brand managers, and, product managers

• Employees who have the responsibility and the need to transform customer and marketing data into critical business decision insights

Facilitator:

Dr. Marshall Valencia is a social and organizational psychologist with 20 years of professional experience as an HR and organizational consultant, a trainer, and a social scientist. He was a former faculty member and director for research at the Nottingham University Business School. He has published his researches and presented in scientific conferences in Italy, France, Germany, Switzerland, U.S.A., Australia, South Africa, Japan, Thailand, and Malaysia.