Global Learning for Operational Leaders
Classroom
14 sessions
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Online / Live
14 sessions
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Introduction
Course overview
Understanding customers through data enables better targeting, retention and product decisions. Customer analytics combines transaction, behavioural and survey data to reveal patterns and opportunities.
This Aractech course covers customer data sources, RFM and behavioural segmentation, clustering techniques, customer lifetime value, churn analysis, campaign analytics and turning insights into action. Participants segment a real-world style customer dataset.
What you will achieve
Learning objectives
- Identify and prepare customer data
- Apply RFM and behavioural segmentation
- Use clustering for segmentation
- Calculate customer lifetime value
- Analyse churn and retention
- Translate analytics into marketing actions
Who should attend
Target audience
- Marketing and CRM analysts
- Data analysts
- Customer insight professionals
- Product managers
- Sales managers
- E-commerce analysts
Methodology
Learning approach
- Hands-on analysis
- Case studies
- Segmentation workshop
- Group presentations
- Action planning
Complete course outline
Five focused days of learning and application
The timings provided are estimates and may vary depending on the number of participants and the discussions taking place during the sessions. They are indicative only and do not constitute a binding commitment.
Day 1
Customer Data
- Data sources
- Single customer view
- Data preparation
- Coffee break
- Data preparation (continued)
- Privacy
- Exercise: Data audit
Day 2
Segmentation
- RFM analysis
- Behavioural segmentation
- Needs-based segmentation
- Coffee break
- Needs-based segmentation (continued)
- Profiling
- Lab: RFM segmentation
Day 3
Clustering
- Clustering concepts
- K-means
- Choosing segments
- Coffee break
- Choosing segments (continued)
- Interpreting clusters
- Lab: Cluster analysis
Day 4
Value and Retention
- Customer lifetime value
- Churn analysis
- Cohort analysis
- Coffee break
- Cohort analysis (continued)
- Retention drivers
- Lab: Churn analysis
Day 5
From Insight to Action
- Targeting
- Campaign measurement
- Personalisation
- Coffee break
- Personalisation (continued)
- Reporting
- Capstone: Customer insight presentation
FAQ
Frequently asked questions
What does Customer Analytics and Segmentation (DMBI-032) cover?
This course covers Data Management and Business Intelligence through a structured five-day outline focused on practical application, discussion, and implementation planning.
When is the next available session?
The next scheduled session starts on 2 - 6 November 2026. See the course schedules section for the available dates and delivery formats.
Who should attend this course?
Marketing and CRM analysts, Data analysts, Customer insight professionals
Is bilingual course delivery available?
Yes. All course materials and presentations are provided in English, while bilingual explanation and discussion support may be available depending on the selected location and trainer availability. For example, when attending a course in Istanbul, you may request a Turkish-speaking trainer to explain the English course content in Turkish. Arabic explanation support may also be requested at this location. Other languages are available in selected cities. You can choose your preferred language support as an optional preference during registration.
How can I register for a session?
Use any Register button next to the available course dates to open the participant registration page and submit your booking request for the selected session.
Is this course available online as well as classroom-based?
Check the course schedules section for currently published classroom and Online / Live sessions.
Where are classroom sessions delivered?
Current classroom venues include Munich, Amsterdam, Kuala lumpur, Barcelona, Geneva, Rome.
How long is the training programme?
The programme runs for five days from 09:00 to 14:00, which gives 25 contact hours, including a daily 30-minute break (22.5 hours of instruction).
Quick request
Send quick request
Send a fast enquiry about this course and the academy team will get back to you.
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Request a formal quotation
Choose an available date and venue, add your participants, and we will email a formal quotation for Customer Analytics and Segmentation to your business address.