[Training] 市场营销数据的分析与挖掘 （中文授课）

课程简介 Course Introduction：

随着社会经济发展和企业信息化水平的提高，企业在营销过程中会接触到大量的内外部数据，分析和挖掘企业营销数据，对于洞察企业内外部态势、制定有效的有针对性的营销策略等有着极强的指导意义。

本课程首先介绍数据分析的相关基础，然后介绍如何提升数据分析能力、数据分析的常见问题以及基本分析思路，为后续分析工作打好基础。随后介绍数据描述、异常值分析、相关分析、聚类、客户画像、关联分析等重要数据分析工具和模型。

本课程内容丰富，贴近实战，所选择的分析工具、模型均为数据分析领域常用的成熟的分析模型算法。有理论有案例有实际操作，落地性强，能够较好地提高学员的数据分析和挖掘能力。全部案例均采用Excel 2007/2010/2013、数据分析插件进行讲解。

With the development of social economy and the improvement of enterprise informatization level, in the marketing process, enterprises will be exposed to a large number of internal and external data, analysis and mining enterprise marketing data. It is great significance to understand the internal and external situation of the enterprise and formulate effective and targeted marketing strategies.

Firstly, this course introduces the relevant basis of data analysis, and then introduces how to improve data analysis ability, common problems of data analysis and basic analysis thinking, laying a solid foundation for subsequent analysis. At last, it introduces important data analysis tools and models such as data description, outlier analysis, correlation analysis, clustering, customer portrait, association analysis, etc.

This course is rich in content and close to actual practice. The selected analysis tools and models are mature analysis model algorithms commonly used in the field of data analysis. There are theories, cases and practical operations, with strong practice ability, which can better improve the data analysis and mining ability of students. All cases were explained using Excel 2007/2010/2013 and data analysis plug-in.

活动纲要 Outline:

1.数据分析基础

Basis of Data Analysis

2.数据分析与业务逻辑

Data Analysis and Business Logic

3.数据描述

Data Description

4.相关分析

Correlation Analysis

5.聚类-客户细分

Clustering - Customer Segmentation

6.关联分析

Correlation Analysis

7.客户画像

Customer Portrait

Cancellation of RSVP 活动取消声明

In case you need to cancel your attendance to the event, please write an email to: events@sha.swisscham.org at least 24 hours prior to the event. Failure to cancel your RSVP timely will require the payment of a "no show bill" of the full amount stated in this invitation. You can contact Nini Qi by telephone: 021 5368 1245. For third-party events, the event terms and conditions of the event organizer apply.

如果您要取消出席活动,请在活动开始前24小时写邮件给 events@sha.swisscham.org。如未能及时取消,我们视同默认付款. 若非瑞士商会主办的活动，取消规则请参照活动主办发布的条款。

Please notice that Swiss Chinese Chamber of Commerce Shanghai (as the host of the event) will take photographs from the event and might post these on its public webpage and or social media platforms in order to create awareness of its events. By attending this event you consent to the Swiss Chinese Chamber of Commerce Shanghai taking and using photographs of you as described above. Please contact [events@sha.swisscham.org] if you have any inquiries related to this matter.

作为活动主（承）办方中国瑞士商会将在活动现场进行拍照，并可能在公共网页及社交媒体平台上公布照片用于活动后期宣传。参加中国瑞士商会的活动，我们将视同您默认我们有权因上述原因及以上述方式使用您的照片。如有异议，请联系events@sha.swisscham.org。