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Customer Intelligence 2: Predictive Analytics

2017-2018

IESEG School of Management ( IÉSEG )

Code Cours :

1718-IÉSEG-MDM1S2-MKT-MDMCI08UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
MSc in Digital Marketing & CRM1S2English
Professeur(s) responsable(s)K.COUSSEMENT
Intervenant(s)Dr. Kristof Coussement


Pré requis

The students should have followed 'Introduction to analytical Customer Relationship Management' course

Objectifs du cours

At the end of the course, the student should be able to:
° spot opportunities to transform customer data into actionable predictive analysis.
° use customer data him- or herself to improve the customer relationships through predictive modeling.
° manage successfully customer relationship.

Contenu du cours

This course introduces students to the basic principles of predictive analytics. This hands-on course introduces students how to use past information to predict future customer information.

A detailed overview of the course content is given below.
• Introduction to Predictive Analytics
• Understanding basic concepts and recognizing possible business applications
• Explaining the predictive modeling approach: Sample, Explore, Modify, Model and Assess
• Acknowledgment of the importance of data pre-processing
• Introduction to the most popular predictive modeling applications
• Understanding of the most popular evaluation metrics


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
lecture15,00  
Independent work
E-Learning5,00  
Independent study
Group Project15,00  
Estimated personal workload15,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Presentation
  • Research
  • Project work
  • Interactive class
  • Case study
  • Coaching


Évaluation

Details will be given in first lecture

Type de ContrôleDuréeNombrePondération
Others
Group Project10,00050,00
presentation
statement10,00050,00
TOTAL     100,00

Bibliographie

  • - Kristof Coussement, Koen W. De Bock, Scott A. Neslin. Advanced Database Marketing: Innovative Methodologies & Applications of Managing Customer Relationships. Gower (Ashgate) 2013. -

  • - Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin. Database Marketing: Analyzing and Managing Customers. Springer (2008). -




 
* Informations non contractuelles et pouvant être soumises à modification
 
 
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