Applied Insights

Neil and John ran a one day workshop in Predictive Analytics in association with the Emetrics Marketing Optimisation summit on 22^nd May at the Hotel Russell in London. A course outline is below.

Please contact us if you would be interested in joining one of our courses or developping a customised in-house training session on predictive analytics.

Predictive Analytics - course outline

An Introduction to Data Mining and 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:
- Forecasting
- Segmentation
- Classification
An introduction to main methodologies such as:
- Time-series forecasting
- Regression analysis
- Decision trees (CHAID, CART and so on)
- Cluster analysis
- Neural networks
Case studies and examples of how these techniques are used and deployed in both online and offline marketing is areas such as:
- Retention modelling
- Conversion propensity modelling
- Visitor segmentation