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Data Analytics for Marketing
book

Data Analytics for Marketing

by Guilherme Diaz-Bérrio
May 2024
Beginner to intermediate content levelBeginner to intermediate
452 pages
11h 32m
English
Packt Publishing
Content preview from Data Analytics for Marketing

7

Customer Insights – Segmentation and RFM

In God we trust. All others bring data.

– Barry Beracha, CEO of Sara Lee Bakery Group

As we venture deeper into the complexities of marketing analytics, we now focus on a critical yet frequently evolving concept: customer dynamics. In this chapter, we seek to accomplish several learning objectives to solidify your understanding and practical application of this essential facet of marketing analytics.

We will dig deeper into the role of specific analytic tools in managing customer dynamics: segmentation and Recency, Frequency, and Monetary Value (RFM) analysis. These tools provide a mathematical and statistical framework to analyze, predict, and influence customer behavior. Our discussion will cover ...

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Publisher Resources

ISBN: 9781803241609Supplemental Content