B.Sc. - Katholische Universität Eichstätt-Ingolstadt

Customer Relationship Management: Analytical Methods
Customer Relationship Management: Analytische Methoden
Course Number | 82-021-IFM05-S-VL-0507.20101.001
Degree | Bachelor
Semester | summer term
Type of Course | lecture and exercise
Contact Hours | 4 hours per week
Number of Credits | 5 cp
Language | German
Chair | Business Informatics
Lecturer | Prof. Dr. Klaus D. Wilde; Dipl.-Kfm. Lukas Grieser
Learning outcomes
- Course participants obtain theoretical competence dealing with the challenges of analytical CRM.
- The theoretical content is developed following the cross-industry process of analytical CRM to enable the
participant to evaluate strategies in dealing with different tasks and challenges to optimally apply
analytical methods.
- Besides the management of predictive model data sources you will learn the theoretical concepts of
predictive methods and the regarding field of application as well as the according method strengths and
weaknesses.
- Completing this course you will have state-of-the-art and directly applicable knowledge of dealing with
task in analytical CRM, e.g. data preparation, classification or churn-prediction.
- The theoretical content of the lecture is being reflected in the complementary exercise in form of handson
sessions using a state-of-the-art analytical CRM-application while dealing with challenging real world
cases. Additionally you will have the change to discuss related topics in a practitioner‟s guest lecture
hour.
Course Content
1 Analytical CRM
1.1 Operational and analytical CRM
1.2 Customer data
1.3 Data Warehouse and OLAP
1.4 Subject of Data Mining
1.5 Data Mining tools
2 Data Mining methods
2.1 Artificial Neural Nets
2.2 Classification and regression trees
2.3 Cluster analysis
2.4 Association and sequence analysis
2.5 Logistic regression
2.6 Factor analysis
3 Data Mining process
3.1 Task definition
3.2 Selection of relevant data
3.3 Data preparation
3.4 Selection of Data Mining methods
3.5 Application of Data Mining methods
3.6 Evaluation, interpretation and deployment
Teaching Methods
- Lecture; Analytical CRM: Process and Methods
- Exercise; Analytical CRM: Applications
- Case Studies
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