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Advanced customer analytics : targeting, valuing, segmenting and loyalty techniques / Mike Grigsby
London ; New York, NY : Kogan Page, 2016
xiv, 249 pages. ; 24 cm.
Ký hiệu phân loại (DDC): 658.812
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.
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Marketing Analytics : A Practical Guide to Improving Consumer Insights Using Data Techniques / Mike Grigsby
London, United Kingdom : KoganPage, 2018
240 pages. : illustrations ; 24 cm.
Ký hiệu phân loại (DDC): 658.8
This revised and updated third edition of Marketing Analytics contains new material on forecasting, customer touchpoints modelling, and a new focus on customer loyalty. With accessible language throughout, methodologies are simplified to ensure the more complex aspects of data and analytics are fully accessible for any level of application. Supported by a glossary of key terms and supporting resources consisting of datasets, presentation slides for each chapter and a test bank of self-test question, this book supplies a concrete foundation for optimizing marketing analytics for day-to-day business advantage
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