Business Analytics: Applications To Consumer Marketing

by Sandhya Kuruganti

Increased customer focus and the exponential increase in the volume, velocity, and variety of data and the unrelenting need to stay one step ahead of competition has sharpened focus on using analytics within organizations. With business pressing more on the need to enhance their analytics capability for predicting and optimizing outcomes, this book offers practical guidance on the application of analytics for driving business decisions by adopting a customer centric approach to marketing.

Salient Features
Features Strategic Imperatives of Analytics
Sharp focus on a customer centric approach for leveraging analytics
Industry wide detailed real life examples

Table of Contents
Preface
AcknowledgementsChapters
·One Acquisition
·Two Usage Management
·Three Cross - Sell
·Four Retention Management
·Five Pricing
·Six Credit Bureau
·Seven Quantitative Methods
·Eight Analytics EcosystemBibliography
Glossary
Index
About the Authors

744 pages, Hardcover

Published March 1, 2015