Customer Segmentation Analytics

Course Overview

Customer Segmentation Analytics focuses on the analytical methods used to group customers based on shared characteristics, behaviours, and value. The course covers segmentation frameworks, clustering techniques, RFM analysis, persona development, and data‑driven targeting strategies. Learners explore how demographic, behavioural, psychographic, and transactional data can be transformed into actionable customer segments. The course blends marketing strategy with analytics to help organisations personalise experiences, optimise campaigns, and improve customer lifetime value.

Target Audience

• Marketing, CRM, and customer experience professionals

• Data analysts and business analysts

• Product managers and growth strategists

• Professionals working in retail, e‑commerce, banking, telecom, or service industries

• Early‑career learners entering marketing analytics or customer insights roles

Course Outcomes

• Understand key segmentation concepts and their role in marketing strategy

• Apply analytical techniques such as clustering, RFM, and cohort analysis

• Use customer data to identify meaningful and actionable segments

• Build customer personas based on quantitative and qualitative insights

• Evaluate segment performance and commercial value

• Use segmentation to improve targeting, personalisation, and campaign effectiveness

• Translate segmentation insights into marketing, product, and CX strategies

• Assess ethical considerations in customer data use and segmentation practices