Advanced customer analytics : targeting, valuing, segmenting and loyalty techniques [Material Impreso] / Mike Grigsby
Series Marketing science seriesDatos de publicación: London: Kogan Page, c2016Descripción: xiv, 249 p. grafs. 24 x 16 cm. IMPRESOISBN: 978-0-7494-7715-8Tema(s): COMPORTAMIENTO DEL CONSUMIDOR | MARKETING | COMERCIO MINORISTA | SEGMENTACIÓN | LEALTAD DEL CLIENTE | CRM | ANÁLISIS DE DATOSResumen: Contiene: 1. Overview.- 2. Regression and factor analysis: an introduction.- 3. Retail: industry uniqueness.- 4. Retail: data uniqueness.- 5. Understanding and estimating demand.- 6. Price eslasticity and discounts.- 7. Valuing marketing communications (marcomm).- 8. Forecasting future demand.- 9. Targeting the right customers.- 10. Maximizing the impact of mailing.- 11. The benefits of product bundling.- 12. Estimating time 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.Tipo de ítem | Biblioteca de origen | Signatura topográfica | Estado | Fecha de vencimiento | Código de barras | |
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Libro Sala | Pocitos | 658.833 GRIa | Disponible | P36777 |
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Contiene: 1. Overview.- 2. Regression and factor analysis: an introduction.- 3. Retail: industry uniqueness.- 4. Retail: data uniqueness.- 5. Understanding and estimating demand.- 6. Price eslasticity and discounts.- 7. Valuing marketing communications (marcomm).- 8. Forecasting future demand.- 9. Targeting the right customers.- 10. Maximizing the impact of mailing.- 11. The benefits of product bundling.- 12. Estimating time 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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