Mike Grigsby

(Author)

Advanced Customer Analytics: Targeting, Valuing, Segmenting and Loyalty TechniquesPaperback, 25 October 2016

Advanced Customer Analytics: Targeting, Valuing, Segmenting and Loyalty Techniques
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Part of Series
Marketing Science
Part of Series
ISSN
Print Length
264 pages
Language
English
Publisher
Kogan Page
Date Published
25 Oct 2016
ISBN-10
0749477156
ISBN-13
9780749477158

Description

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.

Product Details

Author:
Mike Grigsby
Book Format:
Paperback
Country of Origin:
US
Date Published:
25 October 2016
Dimensions:
23.39 x 15.6 x 1.4 cm
ISBN-10:
0749477156
ISBN-13:
9780749477158
Language:
English
Location:
London
Pages:
264
Publisher:
Weight:
371.95 gm

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