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Advanced Customer Analytics
Targeting, Valuing, Segmenting and Loyalty Techniques
By: Mike Grigsby
Paperback | 15 October 2016 | Edition Number 1
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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.
About the Author
Mike Grigsby has been involved in marketing science for more than 25 years. He was marketing research director at Millward Brown and has held leadership positions at Hewlett-Packard and the Gap. With a wealth of experience at the forefront of marketing science and analytics, he now heads up the strategic retail analysis practice at Targetbase. Mike is also known for academic work, having written articles for academic and trade journals and taught at graduate and undergraduate levels. He is a regular speaker at trade conventions and seminars.
Industry Reviews
ISBN: 9780749477158
ISBN-10: 0749477156
Series: Marketing Science
Published: 15th October 2016
Format: Paperback
Language: English
Number of Pages: 264
Audience: Professional and Scholarly
Publisher: Kogan Page
Country of Publication: GB
Edition Number: 1
Dimensions (cm): 23 x 15 x 3
Weight (kg): 0.39
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