Customer Analytics and Big Data

In many industries, the commonly held view is that business success hinges on creating long-term, profitable customer relationships. Firms in many industries have extensive customer databases-tracking customers' demographics, past transactions-that are compiled using sophisticated database management techniques. In this book, top-flight academics and analytics practitioners demonstrate the value that firms can derive from such databases for improved strategic decision-making using customer analytics tools. This book deals with strategic questions such as: How does a business select and reach the right customers for its products or services? How does a business grow its customer base?