Customer-Centric Marketing: A Pragmatic Framework (MIT - download pdf or read online

By R. Ravi,Baohong Sun

ISBN-10: 026252905X

ISBN-13: 9780262529051

The revolution in massive facts has enabled a game-changing method of advertising. The asynchronous and non-stop choice of consumer info includes wealthy indications approximately purchaser personal tastes and intake styles. Use of this knowledge could make advertising and marketing adaptive, dynamic, and attentive to alterations in person consumer habit. This ebook introduces cutting-edge analytic and quantitative tools for customer-centric advertising (CCM). instead of utilizing a image from the knowledge to plan a unmarried campaign-centric advertising plan, those tools draw on state-of-the-art study in optimization and interactive advertising with the target of maximizing long term benefit from facts accumulated over the years. the purpose is to educate readers to use optimization instruments to derive analytical suggestions resulting in custom-made, dynamic, proactive, and real-time advertising decisions.The e-book develops the CCM framework and illustrates it with 4 instances that span the lifestyles cycle of selling: pricing, win-back, cross-sales, and customer support allocation. The textual content walks the reader via real-world examples of using the framework (supported by means of spreadsheet types on hand online), then explains the foremost thoughts: modeling client selection; segmenting consumers into latent sessions in accordance with sensitivity; computing client lifetime worth (CLV); and dynamic optimization. The reader then learns to include the continual studying of shopper choice into an adaptive suggestions loop for advertising and marketing judgements. The ebook can be utilized as a textual content for MBA scholars or as a qualified reference.This booklet relies on joint study built at Carnegie Mellon collage whilst either authors have been at the school on the Tepper tuition of Business.

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Customer-Centric Marketing: A Pragmatic Framework (MIT Press) by R. Ravi,Baohong Sun

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