CONSUMER INTELLIGENCE: HOW TO MAKE USE OF CUSTOMER DATA
Année du cours : 1 année(s)
Etablissement : IÉSEG School of Management
Langue : English
Formation(s) dans laquelle/lesquelles le cours apparait :
Période : S2
Students must have basic competencies in marketing
At the end of the course, the student should be able to:
– the student should be able to spot opportunities to transform customer data into actionable results.
– the student should be able to use customer data him- or herself to improve the customer relationships.
Nowadays, there is a tremendous increase in customer information which is available for the marketer. Indeed, companies are collecting different types of information from their customers like social media information, purchasing behaviour, complaining behaviour, socio-demographic information,… Consequently, knowing how to use this new information to improve customer relationships could be of high benefit for every marketer because better decisions could based upon that. This course tries to fulfil the gap by reaching students new ways to interact with customers on a one-to-one basis.
1. Introduction to Customer Intelligence
2. Understanding basic concepts and recognizing possible business applications
3. Explaining the predictive modelling approach: Sample, Explore, Modify, Model and Assess
4. Acknowledgment of the importance of data pre-processing
5. Introduction to the most popular predictive modelling applications
6. Understanding of the most popular evaluation metrics
