Data Mining for Direct Marketing and Finance

Introduces the analytical techniques of business data mining used in customer relationship management, including direct marketing for up- and cross-selling, and credit scoring for mortgages and credit cards.

This module develops further your modelling skills on synthetic and empirical data by showing simple statistical methods and introducing novel methods from artificial intelligence and machine learning. Although an understanding of basic statistics may allow you to better appreciate the working of models in regression and classification tasks, the module is focused on the application of algorithms on real datasets using software, and making real predictions.

The skills and knowledge enable you to pursue jobs in the area of Business and Marketing Analytics in the role of a Business Analyst or Consultant who often apply these methods and techniques.

The module will also include a series of workshops in which you will learn how to use the SAS Enterprise Miner software for data mining (a software skill much sought after in the job market) and how to use it on real datasets in a real-world scenario.

Terms taught Lent
Credits 8 ECTS or 15 UK
Assessment 100% coursework