Customer Analytics Kit

  • What customer segments are the most profitable?
  • Which customers are likely to churn?
  • Which are my most and least valuable customers?
  • What products fit which buyer profile?
  • How can you expand your customer base?

These are common questions and objectives that can be easily addressed with the application of advanced analytical methodologies. AsiaAnalytics is offering, for a limited time only, a package combining software and training that will get you ready to extract useful and actionable knowledge from your customer database. The Customer Analytics Kit includes all the functions needed to perform basic analyses enabling you to increase customer value throughout the entire Customer Lifecycle.

Furthermore, the training will give you a sound understanding of analytical techniques that can be applied for the Acquisition, Growth, Retention and Win-Back of customers. In particular, you will learn:

  • Which techniques can help you solve what kind of business issue;
  • When to use each technique and how to apply them using the modules included in the Customer Analytics Kit;
  • The underlying assumptions and types of data required for each methodology;
  • How to interpret and report the results, and convert them into actionable business recommendations.

Who should get it?

  • Strategic Marketers
  • Database Marketers
  • CRM and Loyalty Management experts
  • Business Analysts
  • Market Researchers
  • Product or Brand Managers
  • Anyone interested in the basics of Customer Analytics, Data Mining or Analytical CRM

Detailed Course Content

Time Item IBM SPSS Statistics Module
09:30-09:45 Introduction of instructor and participants -
09:45-10:15 Introduction analytical CRM -


  • Execution
  • Two types of interpretation
Direct Marketing
10:45-11:00 Tea break -

Customer segmentation

  • Introduction
  • Clustering techniques: Two-Step, K-Means
  • Practical exercises SPSS Base
Direct Marketing
12:15-12:30 Q&A -
12:30-14:00 Lunch break -

Campaign optimisation 1

  • Introduction
  • A/B Testing
  • Practical exercise
Direct Marketing

Campaign optimisation 2

  • Decision trees
  • Practical exercise
Direct Marketing
15:30-15:45 Tea break -

Churn prediction

  • Logistic Regression
  • Practical exercise
Direct Marketing

Up- / cross-selling

  • Introduction
  • Association rules
  • Practical exercises
R plug-in
17:15-17:30 Q&A -
17:30 End of Session -

Additional details

  • Models included (2): IBM SPSS Base, IBM SPSS Direct Marketing
  • License: Client version, Named User, Permanent license
  • Price: RMB 18,880 (including VAT)
  • Offer valid until: 30th November 2013
  • Date of the training: 12th December 2013 (1 day)
  • Location of the training: AsiaAnalytics (formerly SPSS China), Shanghai office
  • Language of the training: Mandarin Chinese
  • Lottery: 2 VIP passes for the Big Data & Analytics Innovation Summit   
  • (28th/29th November in Beijing, organised by ie - Innovation 
  • Enterprise – value: over 7,000CNY) will be drawn among all buyers (end users only)

Contact person:

Ms. Teddy Xia (夏童雯)

Phone:+86 (21) 6352 3525

Register Now