Customer Segmentation Using SAS Enterprise Miner

Business Knowledge Series course

This course is not currently scheduled.

Duration: 2.0 days
Course fee:
EPTO units: .
CEUs: 1.2

Presented by Goutam Chakraborty, Ph.D., professor of marketing at Oklahoma State University

Emphasizing practical skills as well as providing theoretical knowledge, this hands-on course covers segmentation analysis in the context of business data mining. Topics include the theory of segmentation, as well as four main analytic tools for segmentation: hierarchical clustering, K-menas clustering, RFM cell method, and SOM/Kohonen method.

Learn how to

understand and apply both attitudinal and behavioral segmentation tools and techinques on customer data
profile and validate segments
evaluate stability of segments over time.

Who should attend

Anyone who wants to learn how to find meaningful segments in their customer data, focusing on practical business solutions rather than statistical rigor. Business analysts, managers, marketers, programmers, and others can benefit from this course.

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Prerequisites

Some prior exposure to SAS is useful, but not required. No experience with SAS Enterprise Miner or SAS Enterprise Guide is required.

Course Contents

Introduction

define customer segmentation
business context of customer segementation

Segmentation Basics

segmentation bases
segmentation descriptors
segmentation methods

Hierarchical Clustering for Segmentation

introduction to clustering
similarity, distance and distance metrics
mechanics of hierarchical clustering

Applications of Hierarchical Clustering

hierarchical clustering on a small data set (B2B attitudinal segmentation)
modifying hierarchical clustering on the small data set
profiling clusters with bases
applying Ward's method on the full data set (B2B attitudinal segmentation)
profiling and validating clusters using SAS Enterprise Miner's Segment Profile Node

k-Means Clustering

mechanics of k-means clustering
applications of k-means clustering for a catalogue (B2B behavioral segmentation)
scoring new data and assigning cluster membership to new data
evaluating stability of cluster solution over time

A Priori Segmentation Using RFM Cells

applications of RFM cell-based segmentation

Product Affinity Clusters

application of product affinity in segmentation for a catalogue company (B2B behavioral segmentation)

Wrap-up, Take-Aways, and Looking Forward

additional topics related to segmentation
applications of SOM/Kohonen for a catalogue company (B2B behavioral segmentation)

Software

This course addresses SAS Enterprise Miner.

Course Materials

Students receive a hardcopy of the course notes and, in some courses, can choose to take home a copy of the course data.

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Are there additional topics you'd like for this course to address? Would you like for this course to be offered at another training facility? Let us know by adding to our Interest List.

Course fee and EPTO units will differ for on-site training.

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