Advanced customer analytics : Targeting, valuing, segmenting and loyalty techniques / Mike Grigsby
Series: Marketing science seriesPublication details: Kogan Page, 2016. New Delhi :Description: xiv, 249 pISBN:- 9780749477158
- 658.834 GRI
Item type | Current library | Call number | Status | Date due | Barcode | Item holds |
---|---|---|---|---|---|---|
Books | Learning Resource Centre | 658.834 GRI (Browse shelf(Opens below)) | Available | 11073 |
1. Overview --
2. Regression and factor analysis : an introduction --
3. Retail : industry uniqueness --
4. Retail : data uniqueness --
5. Understanding and estimating demand --
6. Price elasticity and discounts --
7. Valuing marketing communications (marcomm) --
8. Forecasting future demand --
9. Targeting and right customers --
10. Maximizing the impact of mailing --
11. The benefits of product bundling --
12. Estimating time of purchase --
13. Investigating the time of product purchase --
14. Increasing customer lifetime value --
15. Modelling counts (transactions) --
16. Quantifying complexity of customer behaviour --
17. Designing effective loyalty programmes --
18. Identifying loyal customers --
19. Introduction to segmentation --
20. Tools for successful segmentation --
21. Drawing insights from segmentation --
22. Creating targeted messages --
23. RFM vs. segmentation --
24. Marketing strategy: customers not competitors.
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