Customer Analytics & Segmentation with Tableau Training Course

Course Outline

Module 1: Introduction to Customer Analytics

ü  The importance of customer-centricity

ü  Key metrics in customer analytics

ü  The customer analytics lifecycle

ü  Types of customer data (transactional, demographic, behavioral)

ü  Introduction to Tableau for data analysis

ü  Practical Session: Connecting to a sample customer dataset in Tableau and exploring basic data views.

Module 2: Data Preparation & Exploration in Tableau

ü  Data connection and joins

ü  Cleaning and transforming data in Tableau Prep or Desktop

ü  Creating calculated fields and parameters

ü  Dealing with missing data and outliers

ü  Data blending and unions

ü  Practical Session: Cleaning and structuring a raw customer dataset for analysis.

Module 3: Customer Segmentation Methodologies

ü  The principles of customer segmentation

ü  Types of segmentation (demographic, geographic, psychographic, behavioral)

ü  The S-T-P (Segmentation, Targeting, Positioning) framework

ü  Introduction to clustering and other segmentation algorithms

ü  Best practices for defining segments

ü  Practical Session: Identifying initial customer segments based on a business scenario.

Module 4: Performing Customer Segmentation with Tableau

ü  Creating customer groups using calculated fields

ü  Using sets and bins for segmentation

ü  Visualizing segments with different chart types (scatter plots, treemaps)

ü  Combining multiple segmentation variables

ü  Analyzing segment characteristics and behaviors

ü  Practical Session: Building a customer segmentation visualization in Tableau based on demographic data.

Module 5: Behavioral & RFM Segmentation

ü  Introduction to behavioral segmentation

ü  The concept of Recency, Frequency, Monetary Value (RFM) analysis

ü  Calculating RFM scores in Tableau

ü  Segmenting customers into RFM groups (e.g., Champions, Loyal Customers, At-Risk)

ü  Developing targeted marketing strategies for each RFM segment

ü  Practical Session: Creating an RFM segmentation dashboard in Tableau.

Module 6: Customer Lifetime Value (CLV) Analysis

ü  What is Customer Lifetime Value?

ü  Methods for calculating CLV

ü  Using Tableau to calculate and visualize CLV

ü  Segmenting customers by CLV

ü  Strategies to increase CLV

ü  Practical Session: Calculating and visualizing CLV for different customer segments.

Module 7: Visualization Techniques for Customer Data

ü  Principles of effective data visualization

ü  Choosing the right chart for your data

ü  Creating advanced charts (e.g., Sankey diagrams, sunburst charts)

ü  Using color, size, and shape to tell a story

ü  Visualizing customer journey maps

ü  Practical Session: Designing and creating a series of compelling visualizations for a customer analytics report.

Module 8: Creating Interactive Dashboards & Stories

ü  The anatomy of a great dashboard

ü  Designing a user-friendly layout

ü  Adding interactivity with filters, actions, and parameters

ü  Creating Tableau Stories to guide users through an analysis

ü  Best practices for dashboard performance

ü  Practical Session: Building a comprehensive, interactive customer analytics dashboard.

Module 9: Case Studies in Customer Analytics

ü  E-commerce and retail

ü  Telecommunications and subscription services

ü  Banking and financial services

ü  Healthcare and patient segmentation

ü  Non-profit donor segmentation

ü  Practical Session: Analyzing a real-world case study and presenting findings using a Tableau dashboard.

Module 10: Final Project: Building a Comprehensive Customer Dashboard

ü  Defining project scope and goals

ü  End-to-end dashboard creation from data to final product

ü  Integrating all learned concepts

ü  Presenting findings and insights to a group of peers

ü  Peer review and feedback session

ü  Practical Session: A capstone project where participants build and present a comprehensive customer analytics dashboard for a business problem.

About Our Trainers

Our trainers are seasoned data analytics professionals and certified Tableau experts with extensive experience in customer analytics training. They have worked with a variety of companies across different industries, helping them leverage data to improve business performance. Their practical knowledge ensures that the training is not just theoretical but also grounded in real-world application, providing participants with actionable insights and skills.

Quality Statement

Phoenix Training Center is dedicated to providing high-quality, relevant, and engaging customer analytics courses. Our curriculum is continuously updated to incorporate the latest tools and techniques in data analytics. We maintain small class sizes to ensure a personalized and highly interactive learning environment. Our mission is to empower professionals with the skills they need to drive business success through data-driven insights.

Admission Criteria

ü  Participants should be reasonably proficient in English. 

ü  Applicants must live up to Phoenix Center for Policy, Research and Training admission criteria.

Terms and Conditions

1. Discounts: Organizations sponsoring Four Participants will have the 5th attend Free
2. What is catered for by the Course Fees: Fees cater for all requirements for the training – Learning materials, Lunches, Teas, Snacks and Certification. All participants will additionally cater for their travel and accommodation expenses, visa application, insurance, and other personal expenses.
3. Certificate Awarded: Participants are awarded Certificates of Participation at the end of the training.
4. The program content shown here is for guidance purposes only. Our continuous course improvement process may lead to changes in topics and course structure.
5. Approval of Course: Our Programs are NITA Approved. Participating organizations can therefore claim reimbursement on fees paid in accordance with NITA Rules.

Booking for Training

Simply send an email to the Training Officer on training@phoenixtrainingcenter.com and we will send you a registration form. We advise you to book early to avoid missing a seat to this training.

Or call us on +254720272325 / +254737296202

Payment Options

We provide 3 payment options, choose one for your convenience, and kindly make payments at least 5 days before the Training start date to reserve your seat:

1. Groups of 5 People and Above – Cheque Payments to: Phoenix Center for Policy, Research and Training Limited should be paid in advance, 5 days to the training.
2. Invoice: We can send a bill directly to you or your company.
3. Deposit directly into Bank Account (Account details provided upon request)

Cancellation Policy

1. Payment for all courses includes a registration fee, which is non-refundable, and equals 15% of the total sum of the course fee.
2. Participants may cancel attendance 14 days or more prior to the training commencement date.
3. No refunds will be made 14 days or less before the training commencement date. However, participants who are unable to attend may opt to attend a similar training course at a later date or send a substitute participant provided the participation criteria have been met.

Tailor-Made Courses

We understand that every organization has unique ESG challenges and opportunities as well as unique training needs. Phoenix Training Center offers tailor-made courses designed to address specific requirements and challenges faced by your team or organization. Whether you need a customized curriculum, a specific duration, or on-site delivery, we can adapt our expertise to provide a training solution that perfectly aligns with your objectives. We can customize this ESG Risk Management Course to focus on your industry, specific risk profile, or internal stakeholder dynamics. Contact us to discuss how we can create a bespoke training program that maximizes value and impact for your team. For further inquiries, please contact us on Tel: +254720272325 / +254737296202 or Email training@phoenixtrainingcenter.com

Accommodation and Airport Pick-up

For physical training attendees, we can assist with recommendations for accommodation near the training venue. Airport pick-up services can also be arranged upon request to ensure a smooth arrival. Please inform us of your travel details in advance if you require these services. For reservations contact the Training Officer on Email: training@phoenixtrainingcenter.com or on Tel: +254720272325 / +254737296202