Our course "Marketing Optimization and Direct Marketing with RapidMiner" demonstrates how data mining can be employed to maximize the gain achieved through marketing. Customer data will be analyized and leads to models describing your customers which can be exploited to better target your marketing activities. This course also describes the practical steps which are necessary to create such models with the software RapidMiner. This will lead to directly applicable direct marketing models which can be easily adapted to your specific requirements.

Details

• Course ID: 1004
• Number of days: 2 days
• Location: Dortmund, Germany
• Target audience: employees of marketing or sales departments, decision makers, analysts
• Previous knowledge: basic knowledge of computer programs
• Methods: lectures, discussions, individual and group work, exercises on realistic data. Participants may introduce own work and project specific questions in order to find particular solutions together with the trainer and other participants.
• Content: this course includes a compact introduction into the foundations of data mining and into the software RapidMiner. It addresses beginners and intermediate learners. Topics of this course are
  • Basics of Cost-Sensitive Machine Learning and Data Mining with RapidMiner
  • Identifying your most profitable customers, and what characteristics make them so
  • Identifying changes in customer purchasing behaviour – detecting opportunities and risks
  • Indicating cross-sell and up-sell opportunities
  • Predicting and preventing customer churn - effective churn reduction through data mining
  • Optimizing marketing actions by cost-sensitive data mining
  Extensive exercises on different data sets will be performed for all topics.

Prices

Value added tax (VAT) may have to be added to these prices.