||0 of 0 people found the following review helpful.| Four Stars|By Danielle Dean|Great product and great service!|||The current practice in customer centricity focuses on having customer-level behavioral data and using those data to construct customer lifetime values from which allocation decisions can be made through segmentation. In this book, the authors go beyond curr
The revolution in big data has enabled a game-changing approach to marketing. The asynchronous and continuous collection of customer data carries rich signals about consumer preferences and consumption patterns. Use of this data can make marketing adaptive, dynamic, and responsive to changes in individual customer behavior. This book introduces state-of-the-art analytic and quantitative methods for customer-centric marketing (CCM). Rather than using a snapshot from... [PDF.ue69] Customer-Centric Marketing: A Pragmatic Framework (MIT Press) Rating: 3.67 (737 Votes)
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