Advanced Customer Analytics Targeting, Valuing, Segmenting and Loyalty Techniques
“Advanced Customer Analytics: Targeting, Valuing, Segmenting and Loyalty Techniques” by Mike Grigsby is published by Kogan Page in 2016 and spans 264 pages. This book provides a clear guide to the analytical challenges faced by the retail sector, focusing on the nature and scale of data obtained in transactions and the necessity of monitoring customer behavior across various channels. It emphasizes a category management approach, exploring consumer mindset through elasticity modeling and discount strategies, alongside targeted marketing and loyalty design.
Readers will find a practical approach to complex scenarios, with tasks broken down into easily digestible steps. The narrative includes a fictional retail analyst named ‘Scott’ to illustrate accessible examples of practice. The book addresses the complexities of customer analytics while offering conceptual support for retail marketers to make informed decisions regarding data analysis. Additionally, online resources are available, featuring a selection of datasets to enhance the learning experience.
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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. Online resources include a selection of datasets to support specific chapters.
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