Training Course on Predictive Analytics & Modeling with R for Marketing Professionals

Course Outline

Module 1: Introduction to R Programming for Marketers

ü  Setting up the R and RStudio environment

ü  The basics of R programming: data types, variables, and functions

ü  Importing and exporting marketing datasets

ü  Navigating R packages and the Tidyverse

ü  Practical Session: Importing a customer dataset and performing basic data exploration

Module 2: Data Wrangling and Visualization in R

ü  Data cleaning and transformation using dplyr

ü  Reshaping data for analysis

ü  Creating compelling marketing visualizations with ggplot2

ü  Building interactive dashboards

ü  Practical Session: Cleaning a messy campaign dataset and visualizing campaign performance

Module 3: Foundational Statistical Concepts for Marketing

ü  Descriptive statistics and marketing metrics

ü  Understanding correlation and causality

ü  Hypothesis testing for marketing experiments

ü  Introduction to simple linear regression

ü  Practical Session: Performing statistical tests on ad campaign data

Module 4: Customer Segmentation and Behavioral Analysis

ü  Unsupervised learning for customer segmentation

ü  K-means clustering for grouping customers

ü  Interpreting customer segments and their characteristics

ü  Using segmentation to personalize marketing messages

ü  Practical Session: Segmenting a customer base using clustering

Module 5: Introduction to Predictive Modeling

ü  The predictive modeling workflow

ü  Building a simple linear regression model

ü  Introduction to logistic regression for classification

ü  Model evaluation metrics (accuracy, precision, recall)

ü  Practical Session: Building and evaluating a basic lead scoring model

Module 6: Churn Prediction and Customer Retention

ü  Defining and analyzing customer churn

ü  Building a churn prediction model using logistic regression

ü  Identifying key predictors of churn

ü  Implementing a model to identify at-risk customers

ü  Practical Session: Predicting customer churn from subscription data

Module 7: Customer Lifetime Value Modeling

ü  The concept and importance of Customer Lifetime Value (CLV)

ü  Building a simple predictive CLV model

ü  Using regression and machine learning to forecast CLV

ü  Segmenting customers based on CLV

ü  Practical Session: Calculating and predicting customer lifetime value

Module 8: A/B Testing and Experimentation Analysis

ü  Designing effective A/B tests

ü  Analyzing test results using statistical methods

ü  Determining statistical significance and business impact

ü  Pitfalls to avoid in A/B testing

ü  Practical Session: Analyzing the results of a marketing A/B test

Module 9: Marketing Mix Modeling and ROI Analysis

ü  Understanding marketing mix modeling

ü  Building a regression model to analyze marketing spend ROI

ü  Attributing conversions to different channels

ü  Optimizing budget allocation

ü  Practical Session: Attributing sales to various marketing channels

Module 10: Building a Complete Predictive Marketing Project

ü  Defining a marketing problem and data source

ü  A capstone project applying all learned skills

ü  Building a complete predictive modelling course project

ü  Presenting insights and recommendations to stakeholders

ü  Practical Session: Final project presentation and peer review

About Our Trainers

Our trainers are experienced data scientists and marketing analytics professionals with a proven track record of implementing successful data-driven strategies for global brands. They have extensive expertise in R programming and predictive analytics using R. Their real-world knowledge ensures the curriculum is highly relevant and practical, preparing participants to apply their new skills immediately.

Quality Statement

We are dedicated to providing a superior learning experience. Our R for marketers’ course is built on a foundation of quality, with a curriculum that is continuously updated to reflect the latest trends and tools in marketing and data science. We maintain small class sizes to ensure a personalized and highly interactive learning environment.

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 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 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