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Course fee and EPTO/APTO units differ for on-site training.Customer Segmentation Using SAS Enterprise Miner
Business Knowledge Series course
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Duration: 2.0 days Course fee: $1,450 EPTO units: 2.8 CEUs: 1.2 | ||
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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-means 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 segmentation
- segmentation bases
- segmentation descriptors
- segmentation methods
- introduction to clustering analysis
- similarity, distance, and distance metrics
- types of clustering
- finding segments in B2B customer survey data
- modifying segments in B2B customer survey data
- profiling segments with bases
- applying Ward's method to find segments in B2B customer survey data
- validating segments with descriptors and other managerially important variables
- mechanics of k-means clustering
- applications of k-means clustering
- scoring new data
- evaluating stability of cluster solution over time
- application of RFM cell-based segmentation
- application of product affinity in segmentation
- variables selection for segmentation
- SOM/Kohonen for segmentation
- wrap-up and take-aways
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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