Advanced Customer Analytics provides a clear guide to the specific analytical challenges faced by the retail sector.
He is a regular speaker at trade conventions and seminars..
Mike is also known for academic work, having written articles for academic and trade journals and taught at graduate and undergraduate levels.
With a wealth of experience at the forefront of marketing science and analytics, he now heads up the strategic retail analysis practice at Targetbase.
He was marketing research director at Millward Brown and has held leadership positions at Hewlett-Packard and the Gap.
About the Author: Mike Grigsby has been involved in marketing science for more than 25 years.
Advanced Customer Analytics does not skirt around the complexities of this subject but offers conceptual support to steer retail marketers towards making the right choices for analysing their data.
The use of a fictional retail analyst \'Scott\' helps to provide accessible examples of practice.
A practical, no-nonsense approach to complex scenarios is taken throughout, breaking down tasks into easily digestible steps.
The book advocates a category management approach, taking into account the need to understand the consumer mindset through elasticity modelling and discount strategies, as well as targeted marketing and Loyalty design.
The book covers the nature and scale of data obtained in transactions, relative proximity to the consumer and the need to monitor Customer behaviour across multiple channels.
Advanced Customer Analytics provides a clear guide to the specific analytical challenges faced by the retail sector
