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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.

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Register for this course

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

DatesVenueDaysFeeCalendarRegister
28 to 29 Oct 2026Johannesburg2R10,000Register
29 to 30 Oct 2026Cape Town2R10,000Register
2 to 3 Nov 2026Durban2R10,000Register
3 to 4 Nov 2026Pretoria2R10,000Register
4 to 5 Nov 2026Windhoek2US$1,100Register
5 to 6 Nov 2026Gaborone2US$1,100Register
9 to 10 Nov 2026Maseru2US$1,100Register
10 to 11 Nov 2026Mbabane2US$1,100Register
11 to 12 Nov 2026Lusaka2US$1,100Register
12 to 13 Nov 2026Harare2US$1,100Register
16 to 17 Nov 2026Lilongwe2US$1,100Register
17 to 18 Nov 2026Blantyre2US$1,100Register
18 to 19 Nov 2026Mozambique2US$1,100Register
19 to 20 Nov 2026Nairobi2US$1,100Register
23 to 24 Nov 2026Dar es Salaam2US$1,100Register
24 to 25 Nov 2026Kigali2US$1,100Register
25 to 26 Nov 2026Kampala2US$1,100Register
26 to 27 Nov 2026Accra2US$1,100Register
30 Nov to 1 Dec 2026Lagos2US$1,100Register
1 to 2 Dec 2026Cairo2US$1,100Register
2 to 3 Dec 2026Mauritius2US$1,100Register
3 to 4 Dec 2026Dubai2US$1,100Register
7 to 8 Dec 2026Online2US$900Register

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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