Customer insights and analytics with generative AI

Discover how to unlock powerful customer insights and drive business growth using analytics and Generative AI. This hands-on, strategy-focused course equips you with practical tools to make smarter, data-driven decisions in your business.

Who it’s for

This course is designed for professionals who want to turn customer data into a competitive advantage, including:

• business managers and executives integrating analytics into strategic planning
• marketing professionals aiming to deepen customer understanding
• entrepreneurs and consultants optimising their marketing performance
• early-career professionals in business, marketing, or analytics roles
• account managers wanting to understand trends

A personal laptop with the free version of ChatGPT installed is required; no coding experience needed, though basic Excel skills are recommended.

What you’ll learn

By the end of this course, you’ll be able to:

• craft customer-centric marketing strategies using analytics and GenAI
• segment markets and predict customer behaviors using Excel and ChatGPT. Some basic Excel skills are required
• evaluate customer lifetime value and marketing performance
• design impactful marketing experiments
• combine quantitative intuition with GenAI to boost strategic thinking

Topics covered

• customer segmentation & cluster analysis
• predictive modelling with regression techniques
• customer lifetime value & dynamics
• product development with conjoint analysis
• marketing experiments & performance measurement
• integrating GenAI & Quantitative Intuition (QI)
• hands-on practice using ChatGPT and Excel
• case studies

Benefits

• gain practical skills in customer analytics and AI-driven decision-making
• apply real-world datasets and tools (Excel & ChatGPT) in guided tutorials
• enhance your ability to drive growth, optimise marketing, and retain customers
• leave with ready-to-use techniques, from customer segmentation to product pricing
• build confidence in using data strategically, with no coding experience
• receive course materials for continued learning

Teaching and useful information

Workshop delivered by Dr Simon Jang from Cardiff Business School.

We will confirm timings, provide learning materials, and other information in the two weeks leading up to your course.

Location