Profiling customers and maximising ROI

Know how you can find your best marketing prospects and most valuable customers.

In this course, we explain ways in which you as the marketing expert, can identify your best marketing prospects and most valuable customers, which ones will give the best return on investment throughout their term of involvement with you – effectively the “Customer Lifetime Value”.  This course describes from a theoretical and practical viewpoint, ways of segmentation of your actual and potential marketing base along with Decision Tree methods to identify individuals who are most likely to purchase.

We also discuss how you can increase the value of your customers, through appropriate marketing, targeting and specific messaging and measure the effectiveness of doing this.

An overview of statistical concepts will be covered, although the course will be very light on technical detail.  The focus of this interactive course will be to identify opportunities for implementing the above for your business / client, rather than attempting to provide hands-on instruction for delegates to carry these out themselves.

Learning outcomes/learning objectives

• Grasp key definitions such as “Return on Investment” and “Customer Lifetime Value”;
• Appreciate the core methods involved in profiling, such as “Segmentation”, “Factor Analysis”, “Cluster Analysis” and “CHAID”;
• Work through ways of identifying different types of customers in terms of value to the business;
• Understand how thus can be measured and improved through appropriate marketing, targeting and specific messaging; assessing the effectiveness of doing this.
• Know where to identify opportunities for your business / client to do the above;
• Succeed at liaising with and steer your technical / analytical partners in carrying out the analyses and methods discussed in the course.

Who will benefit?

Quantitative researchers at all grades / levels; especially those who work in the Services / FMCG market.  You will either be a researcher working within a Market Research agency for a range of clients, or from an Insight team working for a business / supplier of goods and services.  Although limited in terms of mathematical content, a certain amount of comfort with basic calculations, numeracy and analytical thinking would be needed as a pre-requisite.  

Learning method

A certain amount of theory, but mostly worked examples / exercises, case studies and discussions.

Course delivery mode

Classroom or Online