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Advanced Customer Analytics: Targeting, Valuing, Segmenting and Loyalty Techniques
Contributor(s): Grigsby, Mike (Author)

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ISBN: 0749477156     ISBN-13: 9780749477158
Publisher: Kogan Page
OUR PRICE: $43.69  

Binding Type: Paperback - See All Available Formats & Editions
Published: October 2016
Qty:
Additional Information
BISAC Categories:
- Business & Economics | Marketing - Research
- Business & Economics | Customer Relations
Dewey: 658.812
LCCN: 2016033366
Physical Information: 0.55" H x 6.14" W x 9.21" L (0.82 lbs) 264 pages
Features: Bibliography, Index, Price on Product
 
Descriptions, Reviews, Etc.
Publisher 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.


Contributor Bio(s): Grigsby, Mike: - Mike Grigsby is vice president of strategic business analysis and advanced analytics at Targetbase in Texas, US. With more than 25 years of practitioner experience at the forefront of marketing science and data analytics, he is the former marketing research director for Millward Brown and has held leadership positions at Hewlett-Packard and Gap. Grigsby is also well-known in academia, having written articles for academic and trade journals. He is teaching professor for both graduate and undergraduate levels and regularly speaks at trade conventions and seminars.
 
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