This class exists in these courses :
• IÉSEG > MSc in Digital Marketing & CRM > MSc in Digital Marketing & CRM - Semester 2 > 2,00 ECTS

Prerequisites

°The students should have followed 'Introduction to analytical Customer Relationship Management' course

Learning outcomes

At the end of the course, the student should be able to:
° be able to breakdown and propose innovative solutions for real-life business problems using descriptive analytical methods
° run a basic descriptive analysis based on company's transactional database while constructing expert knowledge
° manage successfully customer relationships
° Breakdown complex organizational problems using the appropriate methodology (LO3.A)
° Propose creative solutions within an organization (LO3.B)
° Construct expert knowledge from cutting-edge information (LO5.B)
° Bea reference point for expertise-related questions and ambiguities (LO7.D)

Course description

This course introduces students to the basic principles of descriptive analytics. This hands-on course introduces students how to describe, segment and visualize customer data in order to extract relevant business insights.

A detailed overview of the course content is given below
° Segmentation analysis
° Market-basket analysis
° RFM analysis

Class type

Class structure

Teaching methods

• Case study
• Coaching
• Interactive class
• Presentation
• Project work
• Research

Assessment

Recommended reading

• - Kristof Coussement, Koen W. De Bock, Scott A. Neslin. Advanced Database Marketing: Innovative Methodologies & Applications of Managing Customer Relationships. Gower (Ashgate) 2013. -

• Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin. Database Marketing: Analyzing and Managing Customers. Springer (2008). -