Advanced Customer Analytics: Targeting, Valuing, Segmenting and Loyalty Techniques (Marketing Science) 1st Edition

this was better than his last book! a little deeper, a little wider--still accessible. he thinks he's soooo funny. but i like the passion that he promotes in that analytics matter, that analytics is important. we need more of this!

Made me nervous to know how much we can do and now we have a plan. Impressively compact and understandable, but not easy

This is a fairly specialised book, seeking to provide a clear guide to the customer analytical challenges that are faced by retail companies who may wish to target, segment and exploit their customer base.It seems to achieve what it sets out to do, providing an informative, authoritative and quite accessible guide in the process. The area is quite complex, changing and challenging, so anything that can help marshal one’s thoughts and guide through this area can be very appreciated. If you are not already looking into customer analytics, it can possibly inspire you into considering this for your company’s operations too.Despite it being a fairly complex subject with so many variables and areas of consideration, the author has done a good job in making this fairly readable, understandable and modular. It is not dumbed-down and delivers key information in a format you can consume at your own pace.Looking through the book, it was good that the author took up many matters such as how unique data can be and how it may be used, assuming that there is demand now as well as considering what future demand may be. The definition of a retailer is kept very tight; so that Apple is still a manufacturer despite having retail stores and an online presence as, to quote the wonderful phrase used by the author, it does not “waltz the double-edged dance of the cost of supply and factor inputs that traditional retailers tango with.”Warning! If mathematics can make your head spin, you may need to prepare for a shock or two or drag in a colleague. It got very figures-heavy without warning… It might have been nice to have a little more hand-holding and explanation around the figures for those who are more of a “words person”.A thought-provoking book that may help you see the wood between the trees.

Great book. Having read his last book, Marketing Analytics, you really get a better understanding of how to analyze your customer base in order to make better decisions. Highly recommend.

Case base approach is very good and helpful for management students.However, the author has illustrated only one case per chapter. It should be at least 3 for each chapter.Book is overpraised in India.

The worst book that can be written in the name of "Advanced" customer analytics​.

I don't know why professors write books that are so thin on a topic that the detail is just not there for it to be possible to use the ideas that are written about. This is a case and point of that problem. Nice ideas like the chapters on price elasticity or cross category management on using logistic regression to model probabilities of demands but not enough substance to be able to implement his ideas. heres what's good about this he has nice ideas and he's right on about these things being important questions for retail analyst.

Good structure of the book but need know how on free software demonstration.