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Predictive analytics for marketers

25 February 2016 @ 10:00 am - 2:00 pm


Future-proof your marketing skills & learn how predictive analytics can help your organisation

A half-day briefing session designed for marketing professionals new to predictive analytics

Predictive analytics and big data are changing marketing. As a marketer, you have more and more data to play with, but do you have the analytics skills to really make the most of it? Marketing directors regularly tell us that they struggle to find creative marketers who also understand analytics. This skills gap is growing. Marketers who understand the language of analytics are in short supply, but these skills are becoming ever more important. The time is coming when non-analytically literate marketers risk being left behind in the job market.

Join this half day briefing session with other marketing professionals to update your skills and learn more about predictive analytics and how both you and your organisation can benefit.

You may already be using data to tell you what’s happening in your business, to look back at customers’ past behaviour and identify trends and patterns. Business intelligence like this is fine as far as it goes but it only tells you about what’s already happened. Predictive analytics goes far beyond this to look into the future. Imagine if you knew in advance how your customers were going to behave. If you knew which ones would respond to a particular campaign. If you knew which ones were thinking of leaving you. Predictive analytics can deliver this kind of insight, taking the data you already have and using it to give you actionable predictions as to how each customer will behave across all channels, both online and off, telling you which customers are most likely to buy, click, respond, convert or cancel.

Using these predictions or models allows organisations like yours to deliver more relevant content to each customer, improve campaign response rates, raise click rates, understand buying behaviour, improve customer retention rates and, ultimately, to grow profit. Deployed back to the business in real-time these results can make a difference in every single customer interaction.

During the event you will learn:

  • What predictive analytics is, who does it and how it can be applied in your organisation
  • How to get started in predictive analytics, what you’ll need and how to manage a predictive analytics project
  • An overview of the main analytics techniques – classifying groups of customers, predicting outcomes and predicting what’s going to happen next
  • How to make your customer segmentation smarter, moving beyond simple RFM and RFV models to explore the next generation of clustering techniques
  • How to build propensity models that will tell you how likely particular customers are to do particular things – responds to offers, cancel their contracts or whatever you’re interested in
  • How to integrate predictive analytics across a range of different customer channels

You don’t need to be a statistician to use predictive analytics. This day is aimed at practitioners, managers and executives who want to learn more about predictive analytics but who don’t necessarily have a statistical background. During the day you’ll see some predictive analytics tools in action and discover how straightforward they are to use. You’ll see examples of how other organisations like yours are using predictive analytics and have the opportunity to network and discuss further over lunch.

Who should attend?

No background in statistics or modelling is required – in fact this course is designed for those who have heard about predictive or advanced analytics and who want to learn more about the capabilities, possibilities and opportunities but are not themselves statisticians or analysts.

Marketers: marketing managers, planners, direct marketers, digital marketers, response modellers or online marketers who wish to better understand predictive analytics.

Technology Experts: business intelligence managers, DBAs, data warehousing and web teams who wish to extend their expertise to predictive analytics.

Executives and senior managers: project leaders, directors, vice presidents and decision makers of any kind.



25 February 2016
10:00 am - 2:00 pm
Event Tags:


One Great George Street
London, SW1P 3AA
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