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[Training] 市场营销数据的分析与挖掘 Analysis and Mining of Marketing Data

December 11, 2020 @ 8:30 am - 5:00 pm

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Dear Members and Friends of SwissCham,

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.

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。

The Seminar Value 课程收益

(1)Understand the overall steps of data analysis

(2)Master the improvement path of data analysis ability

(3)Master marketing data analysis ideas and methods

(4)Master the model and application of marketing data mining

(1)了解数据分析的整体步骤

(2)掌握数据分析能力的提升路径

(3)掌握营销数据分析的思路和方法

(4)掌握营销数据挖掘的模型及其应用

Who should attend 课程对象

Marketing Vice President, Marketing Director, Marketing Manager, Marketing Staff, Market Researchers, etc.

营销副总、营销总监、市场部经理、营销人员、市场研究人员等。

Course Teaching Method 课程教学方式

Lecturers teaching + interaction + software on-site operation

讲师讲授+互动+软件现场操作


About the Speaker 关于讲师

Lecturer Ji

Computer science department in Dalian University of Technology, MBA of Fudan University. Long-term engaged in data analysis, market research, Excel and other aspects of training.

Lecturer Ji has worked in Shanghai Bell, MOTOROLA, Lucent, Singapore Biti technology company, Shanghai Quancheng and other companies for a long time. Also served as project manager, technical marketing manager, sales manager, sales director and other positions. Lecturer Ji has more practical experience in data analysis and marketing.

Lecturer Ji has accumulated more practical experience in data analysis and mining. Lecturer Ji began using Excel and VBA for Motorola telecom switch operating data analysis and programming process in 1995, began with SPSS software for data analysis and the analysis of the market research report in 1998, than the company organization and led a number of mobile value-added business data mining project in Singapore Biti technology company, Shanghai Quancheng Communication Co., LTD and etc., (using COGNOS business reporting software and CLEMENTINE software).

At the same time, Lecturer Ji have participated in or presided over several data analysis aspects of consulting projects, including “2005 Shanghai mobile co., LTD., new product development mode market research”, “Inner Mongolia almond products pre-market research”, “2009 Yangpu district business company subordinate business outlets research”, “2009 green vehicles exhaust purifying agent data analysis”, “2011 China’s e-reader market customer consumption model research” and so on, in the aspect of marketing data analysis and market research has more experience in practical.

纪老师

大连理工大学计算机系,复旦大学MBA。长期从事数据分析、市场调查、Excel等方面的培训工作。

纪老师曾经在上海贝尔、MOTOROLA、Lucent、新加坡比技公司、上海全成等公司长期工作,担任过项目经理、技术市场经理、销售经理、销售总监等职务,对于数据分析和市场营销有着较多实战经验。

纪老师积累了较多的数据分析和挖掘的实战经验,1995年即开始使用Excel、VBA对于Motorola电信交换机的运营数据进行分析和编程处理,1998年即开始采用SPSS软件进行数据分析和市场调查报表的分析工作,在新加坡比技公司、上海全成通信等公司组织和领导了多项移动通信增值业务数据的数据挖掘项目(采用COGNOS商业报表软件和CLEMENTINE软件)。

同时,纪老师也曾经参与或主持过多项数据分析方面的咨询项目,包括 “2005年上海移动有限公司新产品发展模式市场调研”、“内蒙古杏仁露产品上市前调研”、“2009年杨浦区商管公司下属商业网点调研”、“2009格林动力汽车尾气净化剂数据分析”、“2011年我国电子阅读器市场用户消费模式调研”等,在营销数据分析和市场调查方面有着较多实战经验。

Date & Time 日期&时间
Friday, December 11, 2020 08:30 – 17:00
2020年12月11日,星期五,上午8点半至下午5点

Agenda 日程安排:

  • 08:30-08:55  签到 Register
  • 9:00-10:30  培训 Training
  • 10:30-10:40  茶歇 Coffee Break
  • 10:40-12:00  培训 Training
  • 12:00-13:00  午餐 Luncheon
  • 13:00-15:30  培训 Training
  • 15:30-15:45  茶歇 Coffee Break
  • 15:45-17:00  结束Training end

Language 培训语言: Chinese 中文

Price(价格):

  • Member Price (会员价): RMB2,400/guest
  • Non-member Price (非会员价): RMB2,800/guest

RSVP:
Please register by Dec.9, 2020 请于2020年12月9前登记报名

Cancellation of RSVP

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 1237. 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。

Details

Date:
December 11, 2020
Time:
8:30 am - 5:00 pm
Event Category:

Venue

Shanghai
Shanghai, China

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