- Full of case studies and examples demonstrating the use of the analytic techniques.
- Considers the specific features of retail that set it apart from other disciplines, such as proximity to customers and the interface with merchandising, putting forward effective solutions to the challenges these present.
- Employs a pervasive example retail analyst as the vehicle to explain how theoretical concepts can be applied in practice across the range of data challenges.
- Online resources: Supported by a selection of datasets in relation to specific chapters.
Advanced Customer Analytics
Targeting, Valuing, Segmenting and Loyalty Techniques
Resolve data-heavy retail marketing questions through key analytic steps, with expert guidance in a direct and conceptual style.
Key features at a glance
EAN: 9780749477158
Edition: 1
Published:
Format: 233x157
264 pages
About the book
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.
About the authors
Mike Grigsby has been involved in marketing science for more than 25 years. He was marketing research director at Millward Brown and has held leadership positions at Hewlett-Packard and the Gap. With a wealth of experience at the forefront of marketing science and analytics, he now heads up the strategic retail analysis practice at Targetbase. Mike is also known for academic work, having written articles for academic and trade journals and taught at graduate and undergraduate levels. He is a regular speaker at trade conventions and seminars.
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