Most organizations have tons of data collected over the years and often don’t know how to make the best use of it to increase the profitability and overall health of the company. Out of all the assets that a company has, customers are the most critical as they are the key drivers of the business and are the building blocks of the profit.
In this course we focus on ways of leveraging customer data in order to drive the company’s strategy in all key functional areas including Marketing, sales, ops and finance. In order to achieve this objective, we need to understand the customers holistically from acquisition till the time he/she continues to buy the goods and services from the company.
The goals of this course are the following:
• Develop a customer centric business solution by understanding the available customer data and how to apply advanced analytics techniques including segmentation, prediction and scoring for increasing profitability of the firms.
• The course focuses on applications of analytics in various industries and one of the main objectives is to build understanding about the use cases in multiple industries where analytics can make an impact
• Gain deep and through understanding of the SAS data mining tool for implementing the devised solution
• Being able to communicate and present complex analytical solutions in an intuitively and articulately
Students analysed and drew links between customers profile and spending pattern and how key metrics correlate with each other.
Students identified novel strategies, approaches, and processes to focus on in order to promote growth and strengthen customer retention in Singapore.
