Customer Analytics and Segmentation
Treating every customer the same wastes money on some and loses others. This course covers building segments from behaviour rather than assumption, and measuring customer value over the whole relationship.
Course outline
What this programme covers, module by module.
- 01Why one size treatment wastes money on both ends
- 02Behavioural data and building a customer view
- 03Segmentation methods and choosing between them
- 04Customer lifetime value and its assumptions
- 05Predictive signals for value, churn and growth
- 06Profiling segments so the business can act
- 07Testing treatment and refreshing segmentation
What you will gain
- Build segments from behavioural rather than assumed traits
- Calculate customer lifetime value defensibly
- Identify the behaviours that predict value and loss
- Profile segments so the business can act on them
- Test whether segment based treatment actually works
- Refresh segmentation as behaviour changes
Who should attend
- Marketing and customer analysts
- Customer experience and retention staff
- Commercial and pricing analysts
- Managers using customer data
Upcoming sessions
| Date | City | Duration | Fees | Book |
|---|---|---|---|---|
| 26 to 28 Oct 2026 | Dubai | 3 Days | US$1,500 | |
| 10 to 12 Nov 2026 | Pretoria | 3 Days | R13,000 | |
| 7 to 9 Dec 2026 | Durban | 3 Days | R13,000 | |
| 11 to 13 Jan 2027 | Cape Town | 3 Days | R13,000 | |
| 8 to 10 Feb 2027 | Johannesburg | 3 Days | R13,000 | |
| 5 to 7 Apr 2027 | London | 3 Days | US$1,500 | |
| 28 to 30 Jun 2027 | Dubai | 3 Days | US$1,500 |
Fees are per delegate and exclude VAT. Public intakes are confirmed once minimum numbers are met. We also deliver this course on your own schedule, in-house or live online.
Enquire about this course
Register your team or ask for a tailored in-house quote. We reply within one working day.
WhatsApp usCourse brochure (PDF)- Fees from
- R13,000 per delegate
- Duration
- 3 Days
- Field
- Data & Analytics
- Formats
- In-house, public, online
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