Every day, all businesses face dozens of questions relating to making decisions about their operation. Questions concerning the allocation of staff, the expected demand, the volume of orders, product storage, product promotion, customer acquisition, customer assessment, the effectiveness of any advertising, transportation of materials, processing of data, finding and collecting data of interest, etc.
The answer to such questions has a significant benefit since it dramatically reduces the company's operating costs and makes it competitive and viable, especially in a time of crisis, when financing is not easy to find and therefore everything should be organized and exploited to the fullest degree.
This course elaborates on the basics principles of the marketing analysis while providing an introduction to the concept of Business Intelligence (BI), its impact and its basic uses.
Higher education and pros with relevant interests and work experience in marketing analytics are considered as prospective candidates. However, students or high school graduates can also attend the course.
This programme addresses current issues on marketing analytics while ensuring an understanding of the basic notions and principles of business intelligence. In particular, the course aims to present the most basic data mining techniques that are utilized for the classification and the displacement of a company’s target customers. After completing the course, the student will be aware of useful data that should be collected for customers while he/she will become familiar with up to date directed and non-directed data mining methodologies.