Name: Advanced Customer Analytics: Targeting, Valuing, Segmenting and Loyalty Techniques (Marketing Science) (en Inglés)
Price: 155450.00 COP
Availability: InStock
Author: Grigsby, Mike
ISBN: 9780749477158

Formato

Libro Físico

Autor

Mike Grigsby

Editorial

Kogan Page

Idioma

Inglés

N° páginas

264

Encuadernación

Tapa Blanda

Dimensiones

23.4 x 15.6 x 1.4 cm

Peso

0.37 kg.

ISBN13

9780749477158

Categorías

Investigación de mercado
Atención al cliente
Industrias minoristas y de distribución mayorista

Advanced Customer Analytics: Targeting, Valuing, Segmenting and Loyalty Techniques (Marketing Science) (en Inglés)

Mike Grigsby (Autor) · Kogan Page · Tapa Blanda

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Reseña del libro "Advanced Customer Analytics: Targeting, Valuing, Segmenting and Loyalty Techniques (Marketing Science) (en Inglés)"

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.