Übersicht			Auf mobile öffnen

Lieferstatus:	Auf Bestellung (Lieferzeit unbekannt)
Veröffentlichung:	Oktober 2016
Genre:	Wirtschaft / Recht
	Applied Statistics / BUSINESS & ECONOMICS / Industries / Retailing / BUSINESS & ECONOMICS / Marketing / General / BUSINESS & ECONOMICS / Marketing / Research / COMPUTERS / Data Science / Data Analytics / Consumer behaviour / Market research / Marketing Analytics / Predictive Modelling mehr...
ISBN:	9780749477158
EAN-Code:	9780749477158
Verlag:	Kogan Page
Einband:	Kartoniert
Sprache:	English
Serie:	Marketing Science
Dimensionen:	H 233 mm / B 157 mm / D 14 mm
Gewicht:	405 gr
Seiten:	264
Bewertung:	Titel bewerten / Meinung schreiben

Inhalt:

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.