MARK-561 Customer Data Mining for Segmentation
Spring for 2016-2017
Customer data mining is the technology that supports market segmentation – and market segmentation is an increasingly important decision process central to strategic business and marketing decisions. The process of customer data mining for segmentation is dynamic and leads to an understanding of how customer data drives improved resource allocation for strategic competitive advantage and brand building. The course emphasizes the central role of managers and consultants in the customer data mining process, including how to use large and small databases to identify segments of customers for targeted marketing. The learning process includes lectures, examples, a project, and hands-on computer experience with SPSS data mining software to truly understand how customer data drives the segmentation process as a basis for marketing and business strategy decisions.
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