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

Providing a clear guide to the specific analytical challenges faced by the retail sector, this no-nonsense book covers the nature and scale of data obtained in transactions, relative proximity to the consumer and the need to monitor customer behavior across multiple channels. --

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Grigsby, Mike (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: London ; Philadelphia : Kogan Page, [2016]
Colección:Marketing science series
Temas:
Marketing research.
Customer relations.
Customer loyalty.
Marketing > Recherche.
Consommateurs > Fidélité.
BUSINESS & ECONOMICS > Industrial Management.
BUSINESS & ECONOMICS > Management.
BUSINESS & ECONOMICS > Management Science.
BUSINESS & ECONOMICS > Organizational Behavior.
Verbraucherforschung
Kundenbindung
Marktsegmentierung
Preisbildung
Kundenbindung.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • <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>

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