Advanced customer analytics : targeting, valuing, segmenting and loyalty techniques / Mike Grigsby.

Format:

Book

Author/Creator:

Grigsby, Mike, author.

Series:

Marketing science series.

Marketing Science Series

Language:

English

Subjects (All):

Marketing research.

Customer relations.

Customer loyalty.

Physical Description:

1 online resource (264 pages) : illustrations, charts.

Place of Publication:

London, England : Kogan Page, 2016.

System Details:

Mode of access: World Wide Web.

Summary:

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.

Contents:

<Ul style='padding-top:0;padding-left:0;list-style:none;'><li><ul style='padding-top:0;list-style:none;'><li>Chapter

1 -: Overview;</li><li>Chapter

2 -: Regression and factor analysis: an introduction;</li><li>Chapter

3 -: Retail: industry uniqueness;</li><li>Chapter

4 -: Retail: data uniqueness;</li><li>Chapter

5 -: Understanding and estimating demand;</li><li>Chapter

6 -: Price elasticity and discounts;</li><li>Chapter

7 -: Valuing marketing communications (marcomm);</li><li>Chapter

8 -: Forecasting future demand;</li><li>Chapter

9 -: Targeting the right customers;</li><li>Chapter

10 -: Maximizing the impact of mailing;</li><li>Chapter

11 -: The benefits of product bundling;</li><li>Chapter

12 -: Estimating time of purchase;</li><li>Chapter

13 -: Investigating the time of product purchase;</li><li>Chapter

14 -: Increasing customer lifetime value;</li><li>Chapter

15 -: Modelling counts (transactions);</li><li>Chapter

16 -: Quantifying complexity of customer behaviour;</li><li>Chapter

17 -: Designing effective loyalty programmes;</li><li>Chapter

18 -: Identifying loyal customers;</li><li>Chapter

19 -: Introduction to segmentation;</li><li>Chapter

20 -: Tools for successful segmentation;</li><li>Chapter

21 -: Drawing insights from segmentation;</li><li>Chapter

22 -: Creating targeted messages;</li><li>Chapter

23 -: RFM vs. segmentation;</li><li>Chapter

24 -: Marketing strategy: customers not competitors;</li></ul></li></ul>

Notes:

Includes bibliographical references and index.

Description based on print version record.

ISBN:

9780749477165

0749477164

OCLC:

957696693