Predictive Analytics Workshop
Event Info
Description
An Introduction to Predictive Analytics is a one day workshop covering the foundations of this innovation marketing analytics discipline. During the course of the day you will gain a thorough familiarisation with some of the key principles and methodologies of data mining and predictive analytics and learn how to apply them to common marketing problems such as:
* How can I predict campaign response?
* How do I segment my website visitors or customers?
* How can I anticipate possible customer defections?
In this one day interactive course we will cover the following topics:
Introduction:
* What is data mining and how is that different to predictive analytics?
* How organisations are currently using data mining and predictive analytics across their businesses and to solve particular marketing problems
Processes and implementation:
* How to go about a data mining/predictive analytics project
* An overview of a standard industry process (CRISP-DM)
Methods and applications:
* An overview of the main types of data mining and predictive analytics applications:
o Forecasting
o Segmentation
o Classification
* An introduction to main methodologies such as:
o Time-series forecasting
o Regression analysis
o Decision trees (CHAID, CART and so on)
o Cluster analysis
o Neural networks
* Case studies and examples of how these techniques are used and deployed in both online and offline marketing is areas such as:
o Retention modelling
o Conversion propensity modelling
o Visitor segmentation
