Customer Segmentation Techniques

Customer Segmentation Techniques (1 day)

Customer segmentation plays a crucial part for applying effective customer contact strategies. While the concept of segmentation is rather simple, a continuous operating mode is extremely challenging due to its inherent sensitivity to data changes.
This course covers the most important concepts of customer segmentation from data exploration, feature engineering, dimensionality reduction, segmentation algorithms and novel ideas of model deployment. The course focuses more on practical business solutions and operationalization modes rather than the underlying theories of the different segmentation algorithms.

Course Outline

  • Introduction to customer segmentation and typical challenges
  • Best practices
  • Data exploration and data profiling
  • Feature engineering
  • Data cleansing (missing value treatment, outlier treatment)
  • Sampling methodology
  • Dimensionality reduction
  • Segmentation algorithms
  • Model assessment
  • Model deployment
  • Cluster allocation monitoring

Who should attend

Marketers, data scientists, statisticians, business analysts, and market researchers who need to get started with customer segmentation techniques and want to make better use of their data.

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