London Leadership Management Innovation llmi.uk
info@llmi.uk
Data Management and Business Intelligence · DMBI-032

Customer Analytics and Segmentation

5 daysClassroom
13Upcoming dates
6Cities
£2,250Fees from

Course overview

Why Attend

Understanding customers through data enables better targeting, retention and product decisions. Customer analytics combines transaction, behavioural and survey data to reveal patterns and opportunities.

This LLMI course covers customer data sources, RFM and behavioural segmentation, clustering techniques, customer lifetime value, churn analysis, campaign analytics and turning insights into action. Participants segment a real-world style customer dataset.

Course Objectives

Identify and prepare customer data

Apply RFM and behavioural segmentation

Use clustering for segmentation

Calculate customer lifetime value

Analyse churn and retention

Translate analytics into marketing actions

Target Audience

Marketing and CRM analysts

Data analysts

Customer insight professionals

Product managers

Sales managers

E-commerce analysts

Course Methodology

Hands-on analysis

Case studies

Segmentation workshop

Group presentations

Action planning

Course outline

Day 1: Customer Data
  • Data sources
  • Single customer view
  • Data preparation
  • Privacy
  • Exercise: Data audit
Day 2: Segmentation
  • RFM analysis
  • Behavioural segmentation
  • Needs-based segmentation
  • Profiling
  • Lab: RFM segmentation
Day 3: Clustering
  • Clustering concepts
  • K-means
  • Choosing segments
  • Interpreting clusters
  • Lab: Cluster analysis
Day 4: Value and Retention
  • Customer lifetime value
  • Churn analysis
  • Cohort analysis
  • Retention drivers
  • Lab: Churn analysis
Day 5: From Insight to Action
  • Targeting
  • Campaign measurement
  • Personalisation
  • Reporting
  • Capstone: Customer insight presentation

Dates and fees

DatesCityFee
21 - 25 Dec 2026Amsterdam, Netherlands£4,250
18 - 22 Jan 2027Kuala Lumpur, Malaysia£2,250
15 - 19 Feb 2027Barcelona, Spain£3,850
15 - 19 Mar 2027Geneva, Switzerland£5,250
19 - 23 Apr 2027Munich, Germany£4,250
17 - 21 May 2027Kuala Lumpur, Malaysia£2,250
21 - 25 Jun 2027Rome, Italy£4,250
19 - 23 Jul 2027Munich, Germany£4,250
16 - 20 Aug 2027Amsterdam, Netherlands£4,250
20 - 24 Sep 2027Kuala Lumpur, Malaysia£2,250
18 - 22 Oct 2027Barcelona, Spain£3,850
15 - 19 Nov 2027Geneva, Switzerland£5,250
20 - 24 Dec 2027Munich, Germany£4,250
London Leadership Management InnovationRegister at llmi.uk/course/customer-analytics-and-segmentation