TY  - GEN
AU  - Kuruganti, Sandhya  
AU  - Basu, Hindol 
TI  - Business analytics: : applications to consumer marketing
SN  - 9789351341598
U1  - 658.8 
PY  - 2015///
CY  - New Delhi
PB  - McGraw-Hill Education
KW  - Business Analytics
KW  - Marketing
N1  - Chapter 1 - Acquisition
Chapter 2 - Usage Management
Chapter 3 - Cross-Sell
Chapter 4 - Retention Management
Chapter 5 - Pricing
Chapter 6 - Credit Bureau
Chapter 7 - Quantitative Methods
Chapter 8 - Analytics Ecosystem
N2  - A ready reckoner, for business professionals, analytics practitioners, and students, the book navigates through the customer lifecycle starting from initiation of the relationship with the customer, following through the phase of relationship deepening, and finally customer retention. Themes pertaining to price management, quantitative methods, usage of data sources and analytical infrastructure have been explored in depth, to support data driven decision making

Highlights: Addresses strategic imperatives of analytics in an easy-to-comprehend guide linking quantitative analysis to business application Focuses on a customer centric approach for leveraging analytics across the customer life cycle Offers in-depth vision of real-life examples across different industry verticals including Financial Services, Insurance, Telecom, Retail, and Travel and Entertainment sectors Bridges the gap between theory and practice by showcasing the benefits of leveraging analytics for formulating marketing strategies Explores analytical strategy and presents quantitative analysis within the context of a business objective, and not as stand-alone methodologies Caters to business managers, analytics practitioners, business intelligence experts, and students of management and quantitative disciplines who will benefit from the numerous business applications that elaborate on the conceptualization and implementation of analytical solutions for profitable decision-making
ER  -