Advanced Customer Analytics

Advanced Customer Analytics

Author: Mike Grigsby

Publisher: Kogan Page Publishers

ISBN: 9780749477165

Category: Business & Economics

Page: 264

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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.
Advanced Customer Analytics
Language: en
Pages: 264
Authors: Mike Grigsby
Categories: Business & Economics
Type: BOOK - Published: 2016-10-03 - Publisher: Kogan Page Publishers

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
Advanced Customer Analytics
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Pages: 272
Authors: Mike Grigsby
Categories: Business & Economics
Type: BOOK - Published: 2016-11-28 - Publisher:

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