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Advanced customer analytics : targeting, valuing, segmenting and loyalty techniques
- 자료유형
- 전자책
- n957696693
- ISBN
- 9780749477165 (electronic bk.)
- ISBN
- 0749477164 (electronic bk.)
- ISBN
- 9780749477158 (alk. paper)
- ISBN
- 0749477156
- 미국회청구기호
- HF5415.2
- DDC
- 658.8/12-23
- 소장사항
-
MAIN
- 저자명
- Grigsby, Mike
- 서명/저자
- Advanced customer analytics : targeting, valuing, segmenting and loyalty techniques / Mike Grigsby
- 형태사항
- 1 online resource.
- 총서명
- Marketing science series
- 서지주기
- Includes bibliographical references and index.
- 내용주기
- 완전내용01 Overview; What is retail?; What is analytics?; Who is this book for?; Why focus on retail?; Why am I making these suggestions?; How is this book organized?; 02 Regression and Factor Analysis; Introduction; Regression 101: What is regression?; Assumptions of classical linear regression; Why is regression important and why is it used?; Factor analysis; Exploratory vs. confirmatory factor analysis; Using factor analysis; Conclusion; 03 Retail; Introduction to retail; Brief history of retail; Retail analytics; Orientation: because retail is ... this book is ...
- 내용주기
- 완전내용Retail culture and corporate agilityConclusion; 04 Retail; Which CRM systems are used?; Sources of retail data; What is Big Data?; Is it important?; What does it mean for analytics? For strategy?; Why is it important?; Surviving the Big Data panic; Big Data analytics; Conclusion; 05 Understanding and estimating demand; Introduction; Business objective; Using ordinary regression to estimate demand; Properties of estimators; A note on time series data: autocorrelation; Dummy variables; Business case; Conclusion; 06 Price elasticity and discounts; Introduction to elasticity; Modelling elasticity.
- 내용주기
- 완전내용Business caseConclusion; 07 Valuing marketing communications (marcomm); Business case; Conclusion; 08 Forecasting future demand; Autocorrelation; Dummy variables and seasonality; Business case; Conclusion; 09 Targeting the right customers; Introduction; Business case; Results applied to the model; A brief procedural note; Variable diagnostics; Conclusion; 10 Maximizing the impact of mailing; Introduction; Lift charts; Scoring the database with probability formula; Conclusion; 11 The benefits of product bundling; What is a market basket?; How is it usually done?; Logistic regression.
- 내용주기
- 완전내용How to estimate/predict the market basketBusiness case; Conclusion; 12 Estimating time of purchase; Introduction; Conceptual overview of survival analysis; More about survival analysis; A procedure suggestion and pseudo-fit; Business case; Model output and interpretation; Conclusion; 13 Investigating the time of product purchase; Competing risks; Conclusion; 14 Increasing customer lifetime value; Descriptive analysis; Predictive analysis; Introduction to tobit analysis; Business case; Conclusion; 15 Modelling counts (transactions); Business case; Conclusion.
- 내용주기
- 완전내용16 Quantifying complexity of customer behaviourIntroduction; What are simultaneous equations?; Why go to the trouble to use simultaneous equations?; Business case; A brief note on missing value imputation; Conclusion; 17 Designing effective loyalty programmes; Introduction to loyalty; Is there a range or spectrum of loyalty?; What are the 3Rs of loyalty?; Why design a programme with earn-burn measures?; Business case; Conclusion; 18 Identifying loyal customers; Structural equation modelling (SEM); Business case; Conclusion; 19 Introduction to segmentation; Overview.
- 초록/해제
- 요약 :Expert guidance in a direct and conceptual style on the analytic steps to take to resolve data-heavy retail marketing questions, taking into account consumer behaviour and multi-channel marketing scenarios.
- 일반주제명
- Marketing research
- 일반주제명
- Customer relations
- 일반주제명
- Customer loyalty
- 일반주제명
- Customer loyalty.
- 일반주제명
- Customer relations.
- 일반주제명
- Marketing research.
- 일반주제명
- Verbraucherforschung
- 일반주제명
- Kundenbindung
- 일반주제명
- Marktsegmentierung
- 일반주제명
- Preisbildung
- 기타형태저록
- Print versionGrigsby, Mike. Advanced customer analytics. London ; New York, NY : Kogan Page, [2016] 9780749477158 (DLC) 2016033366 (OCoLC)957696196
- 통일총서명
- Marketing science series.
- 전자적 위치 및 접속
- 링크정보보기
- Control Number
- yscl:140915
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