Who is most likely to buy and what is the best way to target them? How can businesses improve strategy without identifying the key influencing factors? The second edition of Marketing Analytics enables marketers and business analysts to...

Confidently apply marketing analytics techniques to improve consumer insights and marketing performance, so you can compete more effectively in the marketplace. von Grigsby, Mike

Advanced Customer Analytics provides a clear guide to the specific analytical challenges faced by the retail sector. The book covers the nature and scale of data obtained in transactions, relative proximity to the consumer and the need...