Segmentation & Profiling
Course Description
In this course you will examine relationships and hidden patterns in your
data using methods for data reduction, segmentation and profiling. You will
learn the similarities and differences between these techniques; when to use
each technique, what type of data is required, how to set them up in SPSS and
how to interpret the results. This course is applications oriented rather
than theoretical.
Who Should Attend
- Anyone who wants to segment their data, and predict responses or outcomes. For
example:
- create segments of customers for use in marketing campaigns
- predict which customer will respond to a new product or offer
- identify key drivers of satisfaction
Prerequisites
- Knowledge of the basics of SPSS equivalent to the level of the Introduction
to SPSS course
- Basic statistical knowledge would be helpful
Course Content
- Overview of market segmentation methods
- Data reduction through factor analysis methods
- Running principal components analysis (PCA) and interpreting the results
- Cluster analysis techniques
- Running a cluster analysis and interpreting the output
- Using cluster analysis to isolate unusual cases
- Relating clusters back to other information in the data file – profiling
each segment
- Decision tree analysis using CHAID
SPSS Products Used
- SPSS Base and SPSS Classification Trees (or AnswerTree)
Duration
"Good mix of hands on
training with theoretical
explanation..."
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