32521 - Analytical Customer Relationship Management

Learning outcomes

Student is expected to understand the techniques relative to the analysis of acquisition processes and the monitoring of clientele within the cultural sector.

Course contents

The second part (25 hours) of the course will be developed in the computing laboratory using the system language of SAS System and SAS Enterprise Miner.

Main business topics:

1. customer relationship management (CRM) and Customer Intelligence
2. problems of evaluation of the advertising impact
3. oriented information system implementation for the analytical approach to the Business Intelligence
4. software realization for Analytical Business Intelligence projects
5. statistical data mining: explorative problems and predictive projects
6. scoring models for risk evaluation and direct marketing projects
7. statistical analysis of customer behaviours

Readings/Bibliography

Stephane Tuffery, Data Mining and Statistics for Decision Making, Wiley 2011

Chapters: 7, 9, 11.1-11.3, 11.6

SAS Programming The One-Day CourseNeil Spencer Chapman and Hall/CRC 2003Print ISBN: 978-1-58488-409-5eBook ISBN: 978-0-203-49928-3

Teaching methods

Principal component analysis, cluster analysis, survey treatment, size effect treatment. Verification takes place through an individual oral exam in which the teacher asks technical questions about the methodological choices made in group work. The group works are carried out by groups of students (composed of a maximum of 3 or 4 subjects) who are formed independently and who carry out a real psychographic CRM project. The guidelines for the technical implementation of the group project are described during the course and in any case it involves applying the data analysis strategies addressed in the course to opinion data, collected by the group through an electronic questionnaire: definition of the topic, editing of the questionnaire, treatment of the distortion effects generated by the opinion scale, statistical modeling using the SAS software, drafting of the report to be delivered to the teacher.

Assessment methods

The exam is an individual oral discussion of a group work. The rating scale ranges from 1 to 30 and is a continuous indicator. The oral exam consists of 3/4 questions. The starting hypothesis is that the student knows the entire exam program perfectly and that, depending on the quality of his answers, starting from 30 (maximum grade) this grade can be reduced. The laude is awarded at the discretion of the teacher if the understanding of the technical topics of the course is particularly thorough in the methodological details.

Teaching tools

Software SAS

Office hours

See the website of Furio Camillo