Advanced Customer Analytics: Targeting, Valuing, Segmenting and Loyalty Techniques

ISBN-13: 9780749477158 / Angielski / Miękka / 2016 / 264 str.

Mike Grigsby

Opis

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.

Recenzje

"Advanced Customer Analytics provides a great introduction into the main analytical tools marketing managers should be familiar with these days. Starting from regression analysis the book gradually covers more sophisticated methods including time series models, survival analysis, TOBIT models and structural equation models. What makes this book special is the easy to understand way in which these methods are explained and applied to problems marketing managers face every day. This makes this book great for practitioners as well as for readers interested in learning applied statistics. I strongly recommend this book to anyone interested in data-based marketing decision making." Michael Haenlein, Professor, ESCP Europe

Spis treści

• Section - 01: Overview;
• Section - 02: Regression and Factor Analysis;
• Section - 03: Retail;
• Section - 04: Retail;
• Section - 05: Understanding and estimating demand;
• Section - 06: Price elasticity and discounts;
• Section - 07: Valuing marketing communications (marcomm);
• Section - 08: Forecasting future demand;
• Section - 09: Targeting the right customers;
• Section - 10: Maximizing the impact of mailing;
• Section - 11: The benefits of product bundling;
• Section - 12: Estimating time of purchase;
• Section - 13: Investigating the time of product purchase;
• Section - 14: Increasing customer lifetime value;
• Section - 15: Modelling counts (transactions);
• Section - 16: Quantifying complexity of customer behaviour;
• Section - 17: Designing effective loyalty programmes;
• Section - 18: Identifying loyal customers;
• Section - 19: Introduction to segmentation;
• Section - 20: Tools for successful segmentation;
• Section - 21: Drawing insights from segmentation;
• Section - 22: Creating targeted messages;
• Section - 23: RFM vs. segmentation;
• Section - 24: Marketing strategy;

O autorze

Mike Grigsby, based in Orlando, Florida, has more than 30 years' experience in the field of marketing analytics. He was formerly vice president of customer insights and advanced analytics at Brierley and Partners and of strategic business analysis and advanced analytics at Targetbase and has also held leadership positions at Hewlett-Packard and Gap. Previously an adjunct professor at the University of Texas at Dallas, he taught analytics at both graduate and undergraduate levels. He is the author of Advanced Customer Analytics, also published by Kogan Page.