32521 - Analytical Customer Relationship Management

Course Unit Page

  • Teacher Furio Camillo

  • Credits 6

  • SSD SECS-S/03

  • Teaching Mode Traditional lectures

  • Language English

  • Course Timetable from Nov 05, 2018 to Dec 04, 2018

Academic Year 2018/2019

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

Assessment methods

workgroup with individual discussion or written exam and oral discussion

Teaching tools

Software SAS

Office hours

See the website of Furio Camillo