Almere, Netherlands

Data Analytics: Understanding customers

Using the Story-Centred Curriculum, you will be working under Blackwell’s Chief Technology Officer Danielle Sherman, as a member of the Blackwell Electronics eCommerce Team. Blackwell Electronics has been a successful consumer electronics retailer in the southeastern United States for over 40 years. Last year, the company launched an eCommerce website. Your job is to use data mining and machine-learning techniques to investigate the patterns in customer sales data and provide insight into customer buying trends and preferences. The inferences you draw from the patterns in the data will help the business make data-driven decisions about sales and marketing activities.

Course leader

Dr. Ester Bernadó

Target group

This course is designed for all professionals that aim at acquiring new skills on data analysis to conduct analyses on customer’s behavior and take appropriate business decisions that result in better customer experiences and higher profits for the company.

Course aim

Upon completion of this course, you will be able to:

Use data mining tools to investigate patterns in complex data sets.
Preprocess data for data mining (e.g., transforming numeric values to nominal values, discretizing data).
Use decision tree classifiers to investigate classification and regression problems
Apply cross-validation methods.
Interpret and draw inferences from the results of data mining.
Assess the predictive performance of classifiers by examining key error metrics.
Identify where learning methods fail and gain insight into why with error analysis.
Draw relationships between learner performance and measured features to help understand model performance.
Conduct feature selection to investigate the correlation between different features in a dataset.
Present data mining results to management.

Fee info

EUR 1000: Course + course materials