Customer Segmentation Using SAS® Enterprise Miner™
Business Knowledge Series course
Presented by Goutam Chakraborty, Ph.D., professor of marketing and founder of the SAS and Oklahoma State University Data Mining Certificate Program
No marketing strategy can be effective without segmentation. While the concept of segmentation is deceptively simple, in practice it is extremely difficult to execute. Emphasizing practical skills as well as providing theoretical knowledge, this hands-on, comprehensive course covers segmentation analysis in the context of business data mining. Topics include the theory and concepts of segmentation, as well as the main analytic tools for segmentation: hierarchical clustering, k-means clustering, normal mixtures, RFM cell method, and SOM/Kohonen method. The course focuses more on practical business solutions rather than statistical rigor. Therefore, business analysts, managers, marketers, programmers, and others can benefit from this course.Learn how to
Who should attendAnyone who wants to learn how to segment customers based on attitude, preference, or transaction data to develop effective targeted marketing communications and promotions for each segment; develop cross-sell and up-sell strategy based on customers' purchase patterns across product classes; track and develop models for predicting customer migration from bad to good segments; or develop, deploy, and monitor comprehensive customer segmentation systems in their enterprise
Some prior exposure to SAS is useful, but not required. No experience with SAS Enterprise Miner, SAS Enterprise Guide, or JMP is required.
This course addresses SAS Enterprise Miner software.