AI and Digital TransformationCustomer Analytics and Segmentation
Organisations spend heavily to acquire customers and comparatively little to understand which of them are worth keeping, which is how marketing budgets get spent on people who were leaving anyway. This course covers the analysis that changes that. Delegates work through customer data assembly across the systems it sits in, segmentation approaches from simple value based grouping through to behavioural clustering, and the profiling that makes a segment actionable rather than merely statistical. Lifetime value is calculated. Churn prediction and retention targeting follow, along with the measurement of whether an intervention actually worked. The course closes on privacy and consent obligations, which constrain what may be done with customer data.
Course objectives
- Assemble customer data across the systems it sits in
- Apply value based and behavioural segmentation
- Profile a segment so it can actually be acted on
- Calculate customer lifetime value
- Build churn prediction and target retention effort
- Measure whether an intervention actually worked
- Work within privacy and consent obligations
Who should attend
- Marketing and customer insight staff
- Data analysts supporting commercial teams
- Sales and account management leaders
- Product managers and pricing staff
- Compliance staff overseeing customer data use
Course outline
- 01Spending to acquire, not to keep
- 02Assembling customer data
- 03Value based segmentation
- 04Behavioural clustering
- 05Profiling for action
- 06Customer lifetime value
- 07Churn prediction and retention targeting
- 08Measuring intervention effect, privacy and consent
Scheduled sessions
| Dates | Venue | Format | Price | Register |
|---|---|---|---|---|
| 21 to 23 September 2026 | Johannesburg, South Africa | Classroom | R14,950 per delegate | Register Now |
| 26 to 28 October 2026 | Nairobi, Kenya | Classroom | USD 995 per delegate | Register Now |
| 16 to 18 November 2026 | Harare, Zimbabwe | Classroom | USD 995 per delegate | Register Now |
| 30 December 2026 to 1 January 2027 | Online | Online | R6,500 per delegate | Register Now |
| 15 to 17 March 2027 | Durban, South Africa | Classroom | R14,950 per delegate | Register Now |