Advanced Certificate in Business Analytics for Data-Driven Decision Making (with Python) Module 2: Predicting Customer Lifetime Value and Customer Attrition

Analytics & Tech
Innovation & Business Improvement

Next Intake: 12 Mar 2025 (Wed)

Basic
SkillsFuture
Full Certificates
This module is part of Advanced Certificate in Business Analytics for Data-Driven Decision Making (with Python)

This programme is conducted online.

Next course starts on

12 Mar 2025 (Wed) See Full Schedule

Fee

SGD2,180* (as low as SGD254 after maximum funding) Learn More

Duration

3 days
Weeknights (7pm - 10:30pm)
Saturday (9am - 6pm)

Level

Basic

Who Should Attend

Executives, managers, and working professionals who wish to learn how to link, bridge, and translate Python programming of business analytics to the solving of problems in marketing.

PREREQUISITES

1 year of working experience preferred
Basic experience in Python programming (does NOT necessarily need to complete any certification, diploma, or degree programs beforehand)

Overview

Predicting Customer Lifetime Value (CLV) is an important metric since it helps organisations understand their customer's lifespan, purchasing behaviour, and revenue from that customer. One of the best ways to predict CLV is with machine learning. This allows organisations in predicting customer behaviour, helping them to optimise marketing efforts, initiatives and budgets.

In this module, participants will learn how to answer business analytics questions about customer relationship management. Through supervised machine learning (ML) algorithms, they will learn how to predict CLV as well as translate ML performance metrics into business performance metrics. They will also learn recency, frequency, and monetary (RFM) analysis and survival analysis.

This module is part of a sequential programme and is not available on a standalone basis.

Learning Objectives

Estimate customer lifetime value using BG/NBD, Gamma-Gamma, and ML models
Predict customer attrition with supervised learning algorithms
Translate model (algorithm) performance metrics into business performance metrics

Topic/Structure

BG/ NBD (Beta Geometric Negative Binomial Distribution) and Gamma-Gamma Models
RFM (Recency-Frequency-Monetary) and CLV (Customer Lifetime Value)
Xgboost (Extreme Gradient Boosting) Algorithm and CLV
Predicting Customer Attrition with Supervise Machine Learning
Classification Performance Metrics
Translating Performance Metrics into Business Metrics
Review of Predicting Customer Attrition

Assessment

Group Assignment

Participants are required to attain a minimum of 75% attendance and pass the associated assessment in order to receive a digital Certificate of Completion issued by Singapore Management University.

Calculate Programme Fee

Fee Table

COMPANY-SPONSORED

PARTICIPANT PROFILE

SELF-SPONSORED

SME

NON-SME

Singapore Citizen < 40 years old

Permanent Resident

LTVP+

$654

(After SSG Funding 70%)

$254

(After SSG Funding 70%
+ ETSS Funding 20%)

$654

(After SSG Funding 70%)

Singapore Citizen ≥ 40 years old

$254

(After SSG Funding 70%
+ MCES Funding 20%)

$254

(After SSG Funding 70%
+ ETSS Funding 20%)

$254

(After SSG Funding 70%
+ MCES Funding 20%)

International Participant

$2,180

(No Funding)

$2,180

(No Funding)

$2,180

(No Funding)

All prices include 9% GST

Post Secondary Education Account (PSEA)
PSEA can be utilised for subsidised programmes eligible for SkillsFuture Credit support. Click here to find out more.

Self Sponsored

SkillsFuture Credit: Singapore Citizens aged 25 and above may use their SkillsFuture Credits to pay for the course fees. The credits may be used on top of existing course fee funding.

This is only applicable to self-sponsored participants. Application to utilise SkillsFuture Credits can be submitted when making payment for the course via the SMU Academy TMS Portal, and can only be made within 60 days of course start date.

Please click here for more information on the SkillsFuture Credit. For help in submitting an SFC claim, you may wish to refer to our step-by-step guide on claiming SkillsFuture Credits (Individual).
Workfare Skills Support Scheme: From 1 July 2023, the Workfare Skills Support (WSS) scheme has been enhanced. Please click here for more details.

Company Sponsored

Enhanced Training Support for SMEs (ETSS)

Organisation must be registered or incorporated in Singapore
Employment size of not more than 200 or with annual sales turnover of not more than $100 million
Trainees must be hired in accordance with the Employment Act and fully sponsored by their employers for the course
Trainees must be Singapore Citizens or Singapore Permanent Residents
Trainees must not be a full-time national serviceman
Trainees will be able to enjoy ETSS funding only if the company's SME's status has been approved. To verify your SME's status, please click here.

Please click here for more information on ETSS.

Absentee Payroll

Companies who sponsor their employees for the course may apply for Absentee Payroll here. For more information, please refer to:

AP Guide (Non-SME Companies)
Declaration Guide (SME Companies)

Intake Information

Intake 6: 18, 19 & 21 Sep 2024 [Registration Closed]
Intake 7: 12, 13 & 15 Mar 2025 [Open for Registration]
This module is part of a sequential programme and is not available on a standalone basis.