By the end of this course you will learn how to:

• Identify which statistical methods are most useful
• Maximise the effectiveness of the data you hold
• Use predictive modelling techniques and segmentation methods
• Identify and interpret the key elements of your statistical output
• Use the findings appropriately and effectively to inform future strategies

What will you learn on this course?

• Why data analysis is so important
  
  This session sets the scene for the two days. It considers why intelligent use of data is an essential component in developing an understanding of customers, improving targeting strategies and developing the business.


• Getting to know your data
  
  The aim of this session is to introduce delegates to basic analytical tools for understanding data and the relationships between different types of information, including: Data mining techniques – variable types, frequencies and descriptive statistics; Statistical tests of significance


• Looking for key relationships within your data
  
  Assessing the influence of key marketing variables upon each other. Includes comparison of means, contingency tables and correlations


• Using modelling techniques to predict the future
  
  How predictive modelling can be used to better understand campaign performance, and the practicalities of using predictive models; An introduction to predictive modelling using regression


• Using segmentation methods to acknowledge differences amongst your customers
  
  Background – why create segments?; Segmentation considerations; Descriptive vs. predictive


• Descriptive segmentation techniques
  
  An introduction to cluster analysis to create segments