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.
At the end of this online training, participants should be able to:
Display basic analytics literacy competencies
Perform the core descriptive and predictive customer analytics tools and techniques using open source softwares (JAMOVI and PowerBI)
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.
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?
Customer Analytics Marketing and CRM professionals and executives, marketing and business analysts, customer analysts, brand managers, and, product managers
Employees who have the responsibility and the need to transform customer and marketing data into critical business decision insights
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
Dr. Marshall Valencia
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.