B5691 - LABORATORY OF ANALYTICAL CUSTOMER RELATIONSHIP MANAGEMENT

Conoscenze e abilità da conseguire

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

Contenuti

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

Testi/Bibliografia

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

Chapters: 7, 9, 11.1-11.3, 11.6

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

Metodi didattici

Principal component analysis, cluster analysis, survey processing, and treatment of size effects are among the core methodologies covered in the course. Assessment is conducted through an individual oral exam, during which the instructor poses technical questions regarding the methodological choices made in the group project.

Group projects are carried out by self-organized teams of students (maximum of 3–4 members) and involve the development of a real-world psychographic CRM analysis.

The technical guidelines for the project are provided during the course. The assignment entails applying the data analysis techniques discussed in class to opinion data collected by the group through an online questionnaire. The process includes:

• definition of the topic,

• questionnaire design,

• treatment of bias and distortion effects introduced by the opinion scale,

• statistical modeling using SAS software,

• and the drafting of a final report to be submitted to the instructor.

Modalità di verifica e valutazione dell'apprendimento

The exam formally results in a pass/fail evaluation (idoneità). However, for the purpose of self-assessment, each student also receives a numerical grade on a scale from 1 to 30, which does not appear in the official academic transcript.

The oral exam consists of an individual discussion based on the group project, typically involving 3 to 4 technical questions. It is assumed that the student has a solid knowledge of the full syllabus. Starting from the maximum mark of 30, the grade may be reduced depending on the accuracy and completeness of the answers.

Honors ("laude") may be awarded at the instructor’s discretion when the student shows outstanding understanding of the methodological aspects of the course.

Strumenti a supporto della didattica

software SAS in individual virtual machine

Orario di ricevimento

Consulta il sito web di Furio Camillo