Advanced Customer Analytics provides a clear guide to the specific
analytical challenges faced by the retail sector. The book covers the
nature and scale of data obtained in transactions, relative proximity to
the consumer and the need to monitor customer behaviour across multiple
channels. The book advocates a category management approach, taking into
account the need to understand the consumer mindset through elasticity
modelling and discount strategies, as well as targeted marketing and
loyalty design.
A practical, no-nonsense approach to complex scenarios is taken
throughout, breaking down tasks into easily digestible steps. The use of
a fictional retail analyst 'Scott' helps to provide accessible examples
of practice. Advanced Customer Analytics does not skirt around the
complexities of this subject but offers conceptual support to steer
retail marketers towards making the right choices for analysing their
data. Online resources include a selection of datasets to support
specific chapters.