Handbook

The constantly increasing availability of customer data offers great opportunities to gain manageable insights for attracting new customers and developing and maintaining relationships with existing customers. This course equips students with the knowledge required to use data to inform customer relationship management (CRM) practices in order to increase their effectiveness and efficiency. Students will learn how to apply state-of-the-art analytics to manage customers throughout different stages of the customer life cycle. The course will teach students how to identify customer segments, forecast customer demand, target customers with marketing initiatives and adopt a value-based CRM approach. In lectures students will gain general understanding of related CRM problems and suitable methods to solve them. During lab-based tutorials students will tackle real-world CRM problems exercising hands-on data analytics using R. No prior knowledge of R is needed because this course will go through R step-by-step.