Pilihan program

Ringkasan program

This course is designed to provide students with understanding of clustering and association techniques and identify opportunities to improve marketing effectiveness and increase profit. Due to improvements and innovations in communications and IT, more and more customer information is made available in textual form, including industry white papers, academic publications relating to markets, trade journals, market news articles, reviews, and even public or consumer opinions regarding customer feedback. Text mining technology enables organisations to maximise the value of information stored within large quantities of text that is generated, acquired or exists in repositories. Text Mining extracts relevant information, interprets them, mines and structures information to reveal patterns, sentiments and relationships among documents. This is a relative new technology as compared to the traditional structured data analysis, as it enables richer analysis of information stored within text that is largely left undiscovered. This course is designed to provide participants with understanding of text mining techniques and its applications in marketing, so that they can identify opportunities of using text mining to enhance marketing effectiveness. Learning outcome: understand the concepts and workings of clustering analysis; learn K-Means clustering technique; understand various measures of distance of data objects; understand the concepts and ideas of association; identify potentials of up-sells and cross-sells from transaction data; understand basic concepts and techniques in text mining; potential applications of text mining; learn about sentiment analysis (the study of moods within text); learn how text mining can be applied in understanding survey results. On completion of this course, students will receive certificate of participation.

Kualifikasi

Sertifikat

Institusi penerbit ijazah

Marketing Institute of Singapore Training Centre (MIS)