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Data Analytics for Customer Insights and Strategy


28 to 29 June 2018

22 to 23 November 2018


9.00 am to 5.00 pm


Data Analytics Consulting Centre
Department of Statistics and Applied Probability
Computer Laboratory 2 (S16-05-102)
Faculty of Science
6 Science Drive 2
Singapore 117546


This course uses data analytics to analyse customer lifetime value, identify high value customers, and customers to upsell and cross-sell to. This enables businesses to devise customer retention campaigns, customer profiling and segmentation strategies and product marketing strategies by deriving actionable insights through Association Rule Mining, descriptive statistics, Market Basket Analysis, RFM modelling etc.

Who Should Attend?

If you are required to apply a data-driven approach to gain customer insights for targeted customer and product marketing strategies, this course is for you!

• Customer insights analysts  
• Data analysts 
• Data engineers 
• Data managers 
• Domain experts working on data analytics projects
• Marketing analysts
• Product managers 
• Technology professionals

Participants should be familiar with computers and basic statistics.


Participants will acquire the following skills at the end of the course:

Applying RFM modelling to identify customers to upsell and cross-sell to

Applying RFM modelling to identify high value customers

Applying statistical techniques for customer profiling and segmentation

Applying statistical techniques for product recommendation strategies


This includes course materials, lunch and tea breaks.


$ 1,500
(excluding GST) 
  • Before 23 June 2018

Early bird

$ 1,350
(excluding GST) 
  • Before 29 March 2018

Participants who complete the course will be awarded a Certificate of Participation.

NUS Faculty of Science reserves the right to postpone or cancel the workshop by giving 28 days notice prior to the start of the workshop.

    • Cancellation before or on 15 March 2018: Full fee refund

    • Cancellation between 16 to 31 March 2018: 50% fee refund

    • Cancellation after 31 March 2018: No refund


The course will cover the following topics:

• Introduction to data analytics
• Introduction to RFM modelling
• Customer profiling and segmentation
• Introduction to Customer Lifetime Value
• Introduction to Market Basket Analysis
• Introduction to Association Rule Mining

The course will include hands-on practicals on the application of statistical techniques, RFM modelling, Market Basket Analysis and Association Rule Mining.


Prof Carol Hargreaves

Director, Data Analytics Consulting Centre
Faculty of Science, National University of Singapore

Prof Hargreaves is an analytics and business intelligence professional with over 28 years’ analytics experience. She has held leading roles in the pharmaceutical, healthcare, fast moving consumer goods and education industries.

Prof Hargreaves has worked with various leading companies to make businesses more intelligent. These include Pfizer, Novartis, MSD, Nestlè, MasterFoods, Goodman Fielder, Foxtel, Aztec (acquired by IRI), Cegedim Strategic Data (acquired by Quintiles IMS), the National Health and Medical Research Council and the National University of Singapore. Prof Hargreaves’ role includes analytics training, designing of analytics courses, and providing analytics advisory and consulting services. She is also a noted keynote conference speaker.

Prof Hargreaves has a passion for solving business problems using analytics and machine learning techniques to build data-driven solutions. Through faster and smarter business processes, her clients are empowered for organic revenue growth and to make effective decisions.




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Data Analytics Consulting Centre Block S16, Level 7
6 Science Drive 2
Faculty of Science
National University of Singapore Singapore 117546

Business Hours 
Monday to Thursday:
8.30 am – 6.00 pm
8.30 am – 5.30 pm