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Customer Segmentation Using SAS Enterprise Miner

Business Knowledge Series course

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.

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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 Basics
  • segmentation bases
  • segmentation descriptors
  • segmentation methods
Hierarchical Clustering for Segmentation
  • introduction to clustering analysis
  • similarity, distance, and distance metrics
  • types of clustering
Applications of Hierarchical 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
k-Means Clustering
  • mechanics of k-means clustering
  • applications of k-means clustering
  • scoring new data
  • evaluating stability of cluster solution over time
A Priori Segmentation Using RFM Cells
  • application of RFM cell-based segmentation
Product Affinity Clusters
  • application of product affinity in segmentation
Variables Selection, SOM/Kohonen, and Take-aways
  • 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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