The rise of global businesses over the past few decades has resulted in an explosion of operational data containing customer, supplier and market information. Competition requires timely and sophisticated analysis on an integrated view of the data. Data mining, the extraction of hidden predictive information from large databases, is a powerful technology with great potential to help companies discover insights to their most important asset – the massive data available in all organisations. Data mining is widely applied in all industries, from financial, pharmaceutical, telecommunications, consumer package goods, retail to the Public Sector. Many successful applications have been built to leverage the power of data mining. The giants that use data mining to enhance their core competency and increase profit include household names like HSBC, Amazon.com, GE Money, Vodafone, China Unicom, Bell Atlantic, Korea Customer Service, Fairmont and many others. Though data mining techniques are well-developed, there is a growing gap between more powerful data mining softwares and the business users’ ability to effectively leverage this technology to act on valuable information. This course is designed to provide participants with understanding of the data mining process, basics of various data mining techniques and identify opportunities to improve business effectiveness and performance in leaps and bounds.
 
The challenge for every customer-oriented organisation consists of identifying potential customers and satisfying and retaining existing customers. This necessitates extensive effort in marketing and effective analysis of marketing data to understand customers’ need and expectations. Adequately addressing these needs in a timely manner is crucial to grow and maintain a long-lasting and mutually profitable relationship. Data mining has been widely used in sales, marketing, and customer relationship management, to distill insights into customer behaviours. Among various techniques in data mining, predictive analytics form a crucial group. It can greatly facilitate marketing tasks, including response modelling, up-sell and cross-sell prediction, customer valuation, churn analysis, and to improve customer service. The business giants that have benefited from predictive analysis in the marketing context include HSBC, Vodafone, China Unicom, Bell Atlantic, P&G, Redcats USA and many others. This course is designed to provide participants with the detail understanding of various classification/prediction techniques and help them identify opportunities to improve marketing effectiveness and increase profit.