Training Specifics

The Training courses offered include standard and customized training courses in the areas of marketing analytics, data mining, predictive modeling, and analytic software tools. The courses can be tailored to meet your specific needs such as having the organization’s own data integrated into the course material. Modeling workshops are also available to assist in the building of marketing models. Courses are offered in conjunction with Lityx, LLC (additional training information available at www.lityx.com/services/training) and are delivered at your site to reduce costs.

Course Descriptions

The following are brief descriptions of the standard and customized courses and the modeling workshop:

• Marketing Analytics Course Series
  • Introduction to Marketing Analytics – covers basic elements of performing quantitative analysis and modeling for marketing and customer relationship management. Develops an understanding of the data available to marketers and its uses and limitations, describes common and advanced methods for measuring performance of marketing efforts, and introduces modeling techniques useful for prediction customer behavior and optimizing marketing efforts. (Two days)
  • Advanced Modeling Techniques for Marketing – discuss common and advanced state-of-the-art techniques for modeling and predicting customer behavior, lifetime value, acquisition response, next product purchase, churn probability, win-back following defection, and more. (Two days)
• Data Analysis, Predictive Modeling and Data Mining Course Series
  • Introduction to Predictive Modeling – overview of predictive modeling and how it can be used effectively in an organization. Useful for management and executives who want to better understand how modeling can help their organizations, and as an introductory course for analysts new to predictive modeling. (Two to three hours)
  • Predictive Modeling I: Basics of Data Analysis and Predictive Modeling – covers basic methods for performing exploratory and descriptive data analysis, graphical data analysis, and for building predictive models. Useful to business and quantitative analysts looking to perform more in-depth data analyses and better understand their data, and those with more formal statistical training but little hands-on experience. (Two days)
  • Predictive Modeling II: Advanced Modeling Techniques – covers each step in the modeling lifecycle in detail, as well as a number of advanced statistical modeling techniques such as regression, survival analysis, and Markov chains. Course designed for those who want a more in-depth understanding of designing, developing, and building predictive models. (Two days)
  • Predictive Modeling III: Data mining and Machine Learning Techniques – covers applications in pattern recognition, image analysis, web mining, web and information security, text mining, and machine learning. Useful for those who have had Predictive Modeling II and now want to learn even more advanced techniques. (Two days)
  • Data Mining: Introductory Short Course – provides an executive overview of data mining techniques and how they can be used effectively with-in an organization. Serves as an executive-level impetus to kick-off data mining projects or investigate the potential for data mining, or to lay the groundwork for more advanced courses in data mining and predictive modeling. (2 hours)
• Modeling Workshop
  • Modeling Workshop – provides a customized, interactive modeling workshop to help get your modeling efforts off the ground. Workshop can be associated with a new tool purchase, an effort to build new types of models or use more advanced techniques, or with a course in marketing analytics or predictive modeling. Workshops are conducted with training staff, using organization’s own data and tools (such as S-Plus, Insightful Miner, R, SAS, SPSS, Affinium Model), and at student’s site. In addition, a workshop can be linked to a pilot project to demonstrate the value of the software and modeling investment, and to develop and implement models more quickly.

The Benefits from the Training Courses

The benefits that can be realized from the training services from CRS and Lityx include:

• Provides the organization’s staff with the key knowledge and skills to stay competitive and maximize the dollars spend on marketing.
• Eliminates the need to hire employees experienced in predictive modeling and data mining.
• Uncovers the benefits of predictive modeling and data mining before making any investment in software, equipment, and new staff.