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Advanced Customer Analytics: Targeting, Valuing, Segmenting and Loyalty Techniques
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.
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.
264 pages, Paperback
Published October 25, 2016
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68 people want to read
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Displaying 1 of 1 review
October 11, 2016
This is a fairly specialised book, seeking to provide a clear guide to the customer analytical challenges that are faced by retail companies who may wish to target, segment and exploit their customer base.
It seems to achieve what it sets out to do, providing an informative, authoritative and quite accessible guide in the process. The area is quite complex, changing and challenging, so anything that can help marshal one’s thoughts and guide through this area can be very appreciated. If you are not already looking into customer analytics, it can possibly inspire you into considering this for your company’s operations too.
Despite it being a fairly complex subject with so many variables and areas of consideration, the author has done a good job in making this fairly readable, understandable and modular. It is not dumbed-down and delivers key information in a format you can consume at your own pace.
Looking through the book, it was good that the author took up many matters such as how unique data can be and how it may be used, assuming that there is demand now as well as considering what future demand may be. The definition of a retailer is kept very tight; so that Apple is still a manufacturer despite having retail stores and an online presence as, to quote the wonderful phrase used by the author, it does not “waltz the double-edged dance of the cost of supply and factor inputs that traditional retailers tango with.”
Warning! If mathematics can make your head spin, you may need to prepare for a shock or two or drag in a colleague. It got very figures-heavy without warning… It might have been nice to have a little more hand-holding and explanation around the figures for those who are more of a “words person”.
A thought-provoking book that may help you see the wood between the trees.
Autamme.com
It seems to achieve what it sets out to do, providing an informative, authoritative and quite accessible guide in the process. The area is quite complex, changing and challenging, so anything that can help marshal one’s thoughts and guide through this area can be very appreciated. If you are not already looking into customer analytics, it can possibly inspire you into considering this for your company’s operations too.
Despite it being a fairly complex subject with so many variables and areas of consideration, the author has done a good job in making this fairly readable, understandable and modular. It is not dumbed-down and delivers key information in a format you can consume at your own pace.
Looking through the book, it was good that the author took up many matters such as how unique data can be and how it may be used, assuming that there is demand now as well as considering what future demand may be. The definition of a retailer is kept very tight; so that Apple is still a manufacturer despite having retail stores and an online presence as, to quote the wonderful phrase used by the author, it does not “waltz the double-edged dance of the cost of supply and factor inputs that traditional retailers tango with.”
Warning! If mathematics can make your head spin, you may need to prepare for a shock or two or drag in a colleague. It got very figures-heavy without warning… It might have been nice to have a little more hand-holding and explanation around the figures for those who are more of a “words person”.
A thought-provoking book that may help you see the wood between the trees.
Autamme.com
Displaying 1 of 1 review