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Customer Analytics for Effective Marketing


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
Singapore 117543


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.

Who Should Attend?

If you are required to gain customer insights for targeted customer marketing strategies, but lack formal training in mathematics, statistics or computer programming, this course is for you!

The course accommodates and challenges participants from different backgrounds. Thus, undergraduate and postgraduate students, and industry professionals from all disciplines can register.


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

Understanding how data analytics adds value to business decision-making

Segmenting and profiling customers

Identifying valuable customers

Identifying customers to cross-sell and up-sell to

Identifying customer churn

Developing effective customer marketing strategies

Data analysis using R programming


This includes course materials, lunch and tea breaks.


$ 1,500
(excluding GST) 
  • Before 16 May 2018

Early bird

$ 1,250
(excluding GST) 
  • Before 1 May 2018

Participants who complete the workshop 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.

For 21 May 2018 – 23 May 2018 course

    • 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

For 11 June 2018 – 13 June 2018 course

    • 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


The course will cover the following topics:

• 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 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.

Dr Vik Gopal

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

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.




From Clementi MRT Station

From Buona Vista MRT Station


If you are driving, you can park your car at the following car parks:
University Hall Car Park 6B – Closer to venue but limited car park slots available
Visitors Car Park 10 – Further from venue and required to walk

Click on the "Direction" link in the google map below.

University Hall Car Park 6B

Visitors Car Park 10

Block S13 Mezzanine level are accessible through S13-Stair 18A from S13 Level 2 (next to S13-02-05). Please call 65168050 if you need assistance with the directions.


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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