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SIM Professional Development

Customer Behaviour Data Analytics for Business Impact

Sep 26—27, 2019
2 days
SGD 1027 ≈USD 740
SGD 513 per day

How it works


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We live in the age of data.

Being able to mine customer data makes the crucial difference between being at the forefront of the data-driven environment versus being left behind. Understanding your customer behaviour will make all the difference to your customer service, sales and marketing.

Developing data-driven insights and trends in customer preferences form the core of all business. To maximise the skills acquired from the course, Microsoft Excel will be used since commercial propriety software packages may incur additional costs to businesses.

Benefits to You

Business Outcome

  • Learn how data analytics helps you better understand customer behaviour and choices.
  • Acquire hands-on skills to analyse different types of customer data.

Learning Outcome

  • Identify customer touchpoints, point of interaction between brands, businesses,products and customers

  • Determine the attributes of a product or service that are most important to drive consumers’ product choices

  • Identify and separate customer base with common characteristics to gain a deeper understanding of customer profile segments

  • Describe the different stages of a customer life cycle

  • Segment customers into clusters and make the right marketing decisions

  • Calculate a customer’s lifetime value to increase profitability

  • Identify sets of products that customers may purchase and how this can improve sales

Programme Outline

*What do Customers Want? *

  • Predict whether a customer will buy your product or service using Logistic Regression.
  • Identify important features of best-selling products.
  • Identify which product features satisfy the customers’ basic needs and which features will delight your customers.
  • Understanding the Customer Life Cycle
  • Reach, acquisition, conversion, retention, loyalty
  • Are there Subgroups among your Customers that you can Target Specifically?
  • Cluster analysis of customers to identify tops, tails and segments.
  • Customer Lifetime Value
  • Estimate the value that your company will derive from your entire relationship with each of your customers.
  • Market Basket Analysis
  • Discover customer purchasing habits using Association Rules.

Who should attend

  • (Level 2) Supervisors, Executive, & Emerging Managers
  • (Level 3) New Managers
  • (Level 4) Managers


Professional Highlights: Dr Yeo Wee Kiang specialises in Python, Data Science, Data Analytics, Machine Learning and Artificial Intelligence Dr Yeo Wee Kiang is the found and Director of Smartease, which is focused on developing state-of-the-art Artificial Intelligence (AI) products, data scienc...

Next dates

Sep 26—27, 2019
2 days
SGD 1027 ≈USD 740
SGD 513 per day

How it works

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