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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