Advanced customer analytics: targeting, valuing, segmenting and loyalty techniques
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London
Kogan Page
[2016]
|
| Schriftenreihe: | Marketing science series
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | XIV, 249 Seiten |
| ISBN: | 9780749477158 |
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Datensatz im Suchindex
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| adam_text |
Titel: Advanced customer analytics
Autor: Grigsby, Mike
Jahr: 2016
CONTENTS
01 Overview 1
Whatisretail? 1
What is analytics? 2
Who is this book for? 3
Why focus on retail? 3
Why am I making these suggestions? 3
How is this book organized? 4
02 Regression and factor analysis: an introduction 5
Introduction 5
Regression 101: What is regression? 7
Assumptions of classical linear regression 8
Why is regression important and why is it used? 9
Factor analysis 10
Exploratory vs. confirmatory factor analysis 11
Using factor analysis 11
Conciusion 13
03 Retail: industry uniqueness 15
Introduction to retail 15
Brief history of retail 16
Retail analytics 18
Orientation: because retail is. this book is. 19
Retail culture and corporate agility 22
Conciusion 22
04 Retail: data uniqueness 24
Which CRM Systems are used? 24
Sources of retail data 25
What is Big Data? 27
Is it important? 29
What does it mean for analytics? For strategy? 29
Why is it important? 30
Surviving the Big Data panic 30
Big Data analytics 32
Conciusion 33
INTERLUDE 35
05 Understanding and estimating demand 37
Introduction 38
Business objective 39
Using ordinary regression to estimate demand 39
Properties of estimators 40
A note on time series data: autocorrelation 42
Dummy variables 44
Business case 44
Conciusion 50
06 Price elasticity and discounts 52
Introduction to elasticity 53
Modelting elasticity 56
Business case 62
Conciusion 69
07 Valuing marketing Communications (marcomm) 71
Business case 73
Conciusion 78
08 Forecasting future demand 80
Autocorrelation 81
Dummy variables and seasonality 82
Business case 83
Conciusion 88
09 Targeting the right customers 90
Introduction 90
Business case 91
Results applied to the model 92
A brief procedural note 98
Variable diagnostics 98
Conciusion 99
10 Maximizing the impact of mailing 100
Introduction 100
Lift Charts 101
Scoring the database with probability formula 102
Conciusion 105
11 The benefits of product bundling 106
What is a market basket? 107
How is it usually done? 107
Logistic regression 108
How to estimate/predict the market basket 108
Business case 109
Conciusion 112
12 Estimating time of purchase 113
Introduction 113
Conceptual overview of survival analysis 114
More about survival analysis 115
A procedure Suggestion and pseudo-fit 118
Business case 118
Model output and Interpretation 120
Conciusion 122
13 Investigating the time of product purchase 124
Competing risks 125
Conciusion 126
14 Increasing customer lifetime value 127
Descriptive analysis 128
Predictive analysis 129
Introduction to tobit analysis 131
Business case 132
Conciusion 139
15 Modelling counts (transactions) 141
Business case 142
Conciusion 145
16 Quantifying complexity of customer behaviour 146
Introduction 147
What are simultaneous equations? 147
Why go to the trouble to use simultaneous equations? 148
Business case 151
A brief note on missing value Imputation 160
Conciusion 161
17 Designing effective loyalty programmes 162
introduction to loyalty 163
Is there a ränge or spectrum of loyalty? 164
What are the 3Rs of loyalty? 164
Why design a Programme with eam-burn measures? 165
Business case 170
Conciusion 172
18 Identifying loyal customers 174
Structural equation modelling (SEM) 174
Business case 179
Conciusion 184
19 Introduction to segmentation 185
Overview 186
Introduction to segmentation 186
What is segmentation? What is a segment? 186
Strategie uses of segmentation 187
A priori or not? 189
Conceptual process 190
Conciusion 196
20 Tools for successful segmentation 197
Overview 197
Metrics of successful segmentation 198
General analytic techniques 198
CHAID 199
Conciusion 206
21 Drawing insights from segmentation 208
Business case 208
Analytics 212
Comments/details on individual segments 220
Conciusion 225
22 Creating targeted messages 226
Overview 226
Conciusion 229
23 RFM vs. segmentation 231
Introduction 232
What is RFM? 232
What is behavioural segmentation? 234
What does behavioural segmentation provide that
RFM does not? 236
Conciusion 237
24 Marketing strategy: customers not competitors 238
Customer-centricity 238
Conciusion 241
References and further reading 242
Index 243 |
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| indexdate | 2024-08-05T00:00:28Z |
| institution | BVB |
| isbn | 9780749477158 |
| language | English |
| lccn | 016033366 |
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| spelling | Grigsby, Mike (DE-588)1076873251 aut Advanced customer analytics targeting, valuing, segmenting and loyalty techniques Mike Grigsby London Kogan Page [2016] XIV, 249 Seiten txt rdacontent n rdamedia nc rdacarrier Marketing science series Includes bibliographical references and index Marketing research Customer relations Customer loyalty Kundenbindung (DE-588)4384508-3 gnd rswk-swf Preisbildung (DE-588)4047103-2 gnd rswk-swf Marktsegmentierung (DE-588)4037644-8 gnd rswk-swf Verbraucherforschung (DE-588)4187567-9 gnd rswk-swf Verbraucherforschung (DE-588)4187567-9 s Kundenbindung (DE-588)4384508-3 s Marktsegmentierung (DE-588)4037644-8 s Preisbildung (DE-588)4047103-2 s DE-604 Erscheint auch als Online-Ausgabe 978-0-7494-7716-5 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029258640&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Grigsby, Mike Advanced customer analytics targeting, valuing, segmenting and loyalty techniques Marketing research Customer relations Customer loyalty Kundenbindung (DE-588)4384508-3 gnd Preisbildung (DE-588)4047103-2 gnd Marktsegmentierung (DE-588)4037644-8 gnd Verbraucherforschung (DE-588)4187567-9 gnd |
| subject_GND | (DE-588)4384508-3 (DE-588)4047103-2 (DE-588)4037644-8 (DE-588)4187567-9 |
| title | Advanced customer analytics targeting, valuing, segmenting and loyalty techniques |
| title_auth | Advanced customer analytics targeting, valuing, segmenting and loyalty techniques |
| title_exact_search | Advanced customer analytics targeting, valuing, segmenting and loyalty techniques |
| title_full | Advanced customer analytics targeting, valuing, segmenting and loyalty techniques Mike Grigsby |
| title_fullStr | Advanced customer analytics targeting, valuing, segmenting and loyalty techniques Mike Grigsby |
| title_full_unstemmed | Advanced customer analytics targeting, valuing, segmenting and loyalty techniques Mike Grigsby |
| title_short | Advanced customer analytics |
| title_sort | advanced customer analytics targeting valuing segmenting and loyalty techniques |
| title_sub | targeting, valuing, segmenting and loyalty techniques |
| topic | Marketing research Customer relations Customer loyalty Kundenbindung (DE-588)4384508-3 gnd Preisbildung (DE-588)4047103-2 gnd Marktsegmentierung (DE-588)4037644-8 gnd Verbraucherforschung (DE-588)4187567-9 gnd |
| topic_facet | Marketing research Customer relations Customer loyalty Kundenbindung Preisbildung Marktsegmentierung Verbraucherforschung |
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