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Customer Segmentation and Personalisation Strategy

Treating every customer the same wastes marketing budget and frustrates buyers who expect relevant offers. This programme teaches marketing teams to segment customers using the data they already hold, build practical customer profiles, and design personalised messages and offers that improve response rates and value across African consumer and business markets.

What you will be able to do

  • Explain why segmentation improves marketing efficiency and relevance.
  • Segment customers using demographic, behavioural and value data.
  • Build practical customer profiles that guide marketing decisions.
  • Design targeted offers and messages for each key segment.
  • Use segmentation to prioritise high value and high potential customers.
  • Measure whether personalisation improves response and revenue.

Course outline

  1. 01Why one size fits all marketing fails
  2. 02Sources of customer data you already hold
  3. 03Segmentation methods and models
  4. 04Building actionable customer profiles
  5. 05Value based segmentation and prioritisation
  6. 06Designing personalised offers and messages
  7. 07Personalisation across channels
  8. 08Measuring the impact of segmentation

Who should attend

Marketing managers, customer relationship staff and data driven marketers who want to move from mass messaging to targeted, relevant customer communication.

Dates, venues and fees

DatesVenueDaysFeeCalendar
17 to 18 Aug 2026Lagos2US$1,100
24 to 25 Aug 2026Harare2US$1,100
31 Aug to 1 Sep 2026Kampala2US$1,100
7 to 8 Sep 2026Dar es Salaam2US$1,100
14 to 15 Sep 2026Pretoria2R10,000
21 to 22 Sep 2026Cape Town2R10,000
5 to 6 Oct 2026Online2US$900
12 to 13 Oct 2026Mozambique2US$1,100
19 to 20 Oct 2026Cairo2US$1,100
26 to 27 Oct 2026Accra2US$1,100
2 to 3 Nov 2026Lusaka2US$1,100
9 to 10 Nov 2026Kigali2US$1,100
16 to 17 Nov 2026Nairobi2US$1,100
23 to 24 Nov 2026Durban2R10,000
30 Nov to 1 Dec 2026Johannesburg2R10,000
14 to 15 Dec 2026Mauritius2US$1,100
21 to 22 Dec 2026Dubai2US$1,100

Fees are per delegate. South African venues are priced in rand; other locations and online in US dollars. Fees exclude 15% VAT where applicable. Group bookings of three or more delegates from the same organisation qualify for a reduced rate; contact us for a quotation.

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