Customer Analytics: Practical Tools and Techniques

Learn how to get insights from your customer data and how to truly understand your customers. Participants will learn how to use simple tools in transforming their customer and marketing data into powerful actionable insights. Through hands-on exercises, participants will learn how to run descriptive and predictive analytics across the full customer lifecycle from the customer awareness stage all the way to the customer loyalty stage.

This course is designed for marketing and CRM professionals who DO NOT have any background in analytics, statistics, or data science. This is a practical course for learners from any background.


Learning Objectives


Date: May 11-13, 2021



Day1: 1:00pm to 4:30pm

Day 2: 9:00am to 4:00 pm

Day 3: 1:00pm to 4:30pm

Delivery Mode: Online(via Zoom)

At the end of this online training, participants should be able to:

  1. Display basic analytics literacy competencies

  2. Perform the core descriptive and predictive customer analytics tools and techniques using open source softwares (JAMOVI and PowerBI)

  3. Perform various customer analytics:  customer segmentation, customer touchpoint analysis, analysis of marketing interventions (A/B Testing), key drivers analysis of customer satisfaction, brand awareness and attitudes, and customer loyalty.

  4. Create customer dashboards using PowerBI 

No prior statistical or programming knowledge is required for this course. This is designed for learners with any background.

Who should join?

  1. Customer Analytics Marketing and CRM professionals and executives, marketing and business analysts, customer analysts, brand managers, and, product managers

  2. Employees who have the responsibility and the need to transform customer and marketing data into critical business decision insights

Course Outline

Day 1:  Introduction to customer analytics

  • The WHY of Customer Analytics

  • Steps in Doing Customer Analytics

  • Metrics, Methods and Tools

    Practical Tools and Techniques for Customer Analytics

  • Core concepts: Data, Measurements and Modeling

  • Descriptive Analytics and Predictive Analytics

  • Core Tools and Techniques: Using JAMOVI

  • Descriptive Analytics and Creating a Customer Dashboard: Using Power BI

Day 2:  Analytics for Knowing and Understanding the Customer

  • Customer Segmentation Analysis and Creating Customer Personas

  • Customer Lifetime Value

  • Customer Journey Mapping

Day 3:  Analytics Tools Across the Customer Lifecyle

  • Analytics for the Awareness Stage: Brand Awareness and Customer Attitudes

  • Analytics for the Consideration and Purchase Stage: Analyzing Touch Points and A/B Testing

  • Analytics for the Post-Purchase and Loyalty Stage: Measuring Loyalty and Determining Key Drivers

About the Speaker


To register, please fill out the form below.

For your convenience, you may deposit your payment at any branch of:



Account Name: Premier Value Provider, Inc.

Account Number: 006830102862

Branch: Trident-Gil Puyat



Account Number: 002410007904

Learning Investment

Group Rate (3 pax or more) – ₱7,500 per pax + VAT

Regular Rate – ₱9,000 per pax + VAT


Dr. Marshall Valencia

Director for Research & Analytics

Premier Value Provider, Inc.

Dr. Marshall Valencia is a social and organizational psychologist with 20 years of professional experience as an HR and organizational consultant, a trainer, and a social scientist. He has extensive experience in data analytics handling different types of market, customers, and human resource research projects across different industries.

He was a former faculty member and director for research at the Nottingham University Business School Currently, he also teaches Statistics and HR Analytics courses in the graduate program of the University of the Philippines Psychology Department. He has published his researches and presented in scientific conferences in Italy, France, Germany, Switzerland, U.S.A., Australia, South Africa, Japan, Thailand, and Malaysia.

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