21 to 23 May 2018
11 to 13 June 2018
9.00 am to 5.00 pm
Computer Laboratory 2 (S13-M-08)
Faculty of Science
Block S13 Mezzanine Level, Science Drive 2
Businesses are increasingly focusing on delivering positive and memorable customer experiences. Organisations are coming up with new ways to attract customers through innovative and customised products, to differentiate amidst competition. To achieve this outcome, it is essential for businesses to understand their customers. This course will provide foundational understanding in data analytics, for developing customer profiling / segmentation and marketing strategies. By understanding customers, businesses can better manage costs and save time, by offering the right product at the right price at the right time through the right channel.
• Cancellation before or on 25 April 2018 : Full fee refund
• Cancellation between 26 April 2018 to 11 May 2018 : 50% fee refund
• Cancellation after 11 May 2018 : No refund
• Cancellation before or on 16 May 2018 : Full fee refund
• Cancellation between 17 May 2018 to 1 June 2018 : 50% fee refund
• Cancellation after 1 June 2018 : No refund
• Important customer analytics concepts and strategies
• Key techniques to derive actionable customer insights
• Customer profiling and segmentation
• Introduction to RFM modelling
• Introduction to Customer Lifetime Value
• Introduction to Market Basket Analysis
• Introduction to Association Rule Mining
• Devising effective customer marketing strategies
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.
Dr Gopal graduated with a B.Sc. (Hons) in Mathematics from the National University of Singapore (NUS) in 2001. Upon graduation, he analysed encryption algorithms at the Centre for Strategic Infocomm Technologies. He then pursued his Ph.D. in Statistics at the University of Florida, writing a dissertation on parallel Makov Chain Monte Carlo methods.
He returned to Singapore in 2011 to work for IBM Research, where he worked with Government agencies on data analytics projects focusing on spatio-temporal models.
His research interests are in the areas of computational methods, simulation techniques and exploring data in general. He is a keen R user and regularly organises talks for the R User Group of Singapore, which comprises R language enthusiasts, hobbyists and professionals from diverse backgrounds.
Since joining NUS in 2013, Dr Gopal has received two teaching awards from the Faculty of Science.