Emmett Cox
Retail Analytics (SAS)
Emmett Cox
Retail Analytics (SAS)
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The inside scoop on boosting sales through spot-on analytics
Retailers collect a huge amount of data, but don't know what to do with it. Retail Analytics not only provides a broad understanding of retail, but also shows how to put accumulated data to optimal use. Each chapter covers a different focus of the retail environment, from retail basics and organization structures to common retail database designs. Packed with case studies and examples, this book insightfully reveals how you can begin using your business data as a strategic advantage. Helps retailers and analysts to use analytics…mehr
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The inside scoop on boosting sales through spot-on analytics
Retailers collect a huge amount of data, but don't know what to do with it. Retail Analytics not only provides a broad understanding of retail, but also shows how to put accumulated data to optimal use. Each chapter covers a different focus of the retail environment, from retail basics and organization structures to common retail database designs. Packed with case studies and examples, this book insightfully reveals how you can begin using your business data as a strategic advantage.
Helps retailers and analysts to use analytics to sell more merchandise
Provides fact-based analytic strategies that can be replicated with the same success the author achieved on a global level
Reveals how retailers can begin using their data as a strategic advantage
Includes examples from many retail departments illustrating successful use of data and analytics
Analytics is the wave of the future. Put your data to strategic use with the proven guidance found in Retail Analytics.
Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Retailers collect a huge amount of data, but don't know what to do with it. Retail Analytics not only provides a broad understanding of retail, but also shows how to put accumulated data to optimal use. Each chapter covers a different focus of the retail environment, from retail basics and organization structures to common retail database designs. Packed with case studies and examples, this book insightfully reveals how you can begin using your business data as a strategic advantage.
Helps retailers and analysts to use analytics to sell more merchandise
Provides fact-based analytic strategies that can be replicated with the same success the author achieved on a global level
Reveals how retailers can begin using their data as a strategic advantage
Includes examples from many retail departments illustrating successful use of data and analytics
Analytics is the wave of the future. Put your data to strategic use with the proven guidance found in Retail Analytics.
Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Produktdetails
- Produktdetails
- SAS Institute Inc .
- Verlag: Wiley & Sons
- 1. Auflage
- Seitenzahl: 176
- Erscheinungstermin: 18. Oktober 2011
- Englisch
- Abmessung: 235mm x 157mm x 14mm
- Gewicht: 350g
- ISBN-13: 9781118099841
- ISBN-10: 1118099842
- Artikelnr.: 33399934
- SAS Institute Inc .
- Verlag: Wiley & Sons
- 1. Auflage
- Seitenzahl: 176
- Erscheinungstermin: 18. Oktober 2011
- Englisch
- Abmessung: 235mm x 157mm x 14mm
- Gewicht: 350g
- ISBN-13: 9781118099841
- ISBN-10: 1118099842
- Artikelnr.: 33399934
EMMETT COX is Senior Vice President of Consumer and Business Intelligence at BBVA Compass Bank, where he uses his retail experience in the development of strategic-based consumer programs. He has also worked for Walmart Financial Services, GE Money Global, and Kmart. He has lectured in many CRM and marketing conferences and seminars, including the Paris Loyalty Forum, Czech Republic Loyalty Management, ACNielsen Category Management, Spectra Marketing and Intelligent Targeting, Teradata NCR Partners, and others in the United States; Coolum, Australia; and Vienna, Austria.
Preface ix Acknowledgments xi Chapter 1 Retailing Analytics: An
Introduction 1 Retailer Goodwill 2 The Inside Scoop: Retail Power Brokers 2
Retail Organization 3 Real Estate Marketing 5 Creative Advertising
Marketing 6 Operations Marketing (Research) 6 Direct Marketing 7 Strategic
Marketing 7 Communicating to the Retail Organization 8 Point of Sale versus
Market Basket Data 9 Data Is Gold 10 Data as Revenue: The Price of Retail
Data 12 Chapter 2 Retail and Data Analytics 15 Hard-Core Data Terms: Now
We're Talking about the Fun Stuff 15 Market Basket 16 Data Storage 101 17
Data without Use Is Overhead 19 Case Studies and Practical Examples of
Data-Related Retail Projects 20 Trade Area Modeling 20 Real Estate Site
Selection Modeling 21 Competitor Threat Analytics 22 Merchandise Mix
Modeling: Combining Multiple Data Sources 23 Celebrity Marketing: Tracking
Effectiveness 26 House Brand versus Name Brand 28 E-Business: Clicks and
Mortar 29 Affinity Merchandising: Merchandise Cross-Sell Case Study 33
Market Basket Analysis: Examples 35 Store Departmental Cross-Selling 40
Single Category Affi nity Analysis: Paper Towels 43 Best Checkout Register
Impulse Items for Christmas Season: Case Study 45 Chapter 3 The Apparel
Industry 47 Many Types of Apparel Businesses 47 Retailer Building and
Location, Location, Location 48 Who Is My Customer? Size Up the Opportunity
and Show Me the Money! 49 Evolution of a Brand: Not Your Father's Blue
Jeans 50 Diversifi cation: Spread Risks over Multiple Businesses 51
Critical, Need-to-Know Information in Apparel Analytics 52 Seasonality:
Styles Change like the Wind 52 Seasonal Counterpoint 54 Merchandise
Placement and Presentation: From Racks to Riches 54 Accessories 55 Next
Best Offers 55 Promotions: Lifeblood of the Apparel Business 57 Retail in
General: Impulse Buying 57 Chapter 4 Importance of Geography and
Demographics 59 Understanding the Tools and the Data Requirements 60 How
Geographic Information Systems Work: Science behind the Tools 60 GIS Layers
of Information: Building a Map, Layer by Layer 61 How Geography Fits into
Retail: Location, Location, and Location! 61 Retail Geography: Data and
Lots of It 61 Retail Data: Internal Data Collection 63 Retail Trade Areas:
Differing Methods for Debate 63 Zip Code Data: Forecasting Application
Volume by Store 66 Now That We Understand the Tool and the Data, What Do We
Do? 66 Card Preference Opportunity by Zip Code: Case Study 66 Example of
Sales Penetration Map 71 Market Observations: Additional Uses of the GIS
Tool 72 Chapter 5 In-Store Marketing and Presentation 75 Understanding the
Different Store Designs 76 Old Theories of Merchandise Placement 77 New
Theories of Merchandise Placement 77 Mass Merchandisers Were Slow to Catch
On: Does Convenience Translate into Sales? 78 All about Pricing 78 Everyday
Low Price 79 Loyalty Discount Philosophies 82 Tiered Pricing 82 Types and
Sizes: Retail Store Strategies 84 Store in a Store: Make Shopping
Convenient 84 What's in a Store: Convenience Stores to Hypermart Stores 85
Hypermarts: When Is Big Too Big? 86 Warehouse Clubs: Paying for the
Privilege to Shop 87 Shopping by Design: Traffi c Patterns 88 Category
Management: Science behind the Merchandise Mix 91 Merchandise Placement:
Strategy behind the Placement 93 Specialty Departments: Coffee, Breakfast,
and Pizza 95 Other Specialty Departments 95 Receiving Dock 97 Stocking the
Counters 98 In-Store Media: Advertising or Just Displays? 99 Receipt
Messages 103 In-Store Events 104 Holidays 104 Analytics: Tracking a Moving
Target 104 Marketing Outside of the Store 105 Chapter 6 Store Operations
and Retail Data 107 Setting Up the Store for Success: Strategic Uses of
Data 107 Labor Forecasting 108 Importance of Accurate Labor Forecasting:
The Cost of Doing Business 109 Consumer Differentiation at the Point of
Sale Register 111 Heating and Cooling: Centralized Thermostats 112
Intrastore Communication 112 Replenishment and POS Sales: Cause and Effect
114 In-Store Career Path: Stockperson to Store Manager 115 Chapter 7
Loyalty Marketing 117 Loyalty Programs 117 Who Is the Sponsor for the
Program? 122 Questions to Answer before You Begin 123 Total Program
Incentive: Are You Loyal? 125 From the Consumer Finance Credit Card Retail
Perspective 127 Loyalty Segments: Develop Them Early 128 Loyalty at POS:
Different Stages and Levels of Loyalty 130 Kmart's School Spirit Loyalty
Program 133 Australian Loyalty 135 FlyBuys Rewards and Loyalty: Australia
136 Additional Loyalty Programs 137 The Retail World Is Changing 138 Social
Media 139 Glossary 143 About the Author 157 Index 159
Introduction 1 Retailer Goodwill 2 The Inside Scoop: Retail Power Brokers 2
Retail Organization 3 Real Estate Marketing 5 Creative Advertising
Marketing 6 Operations Marketing (Research) 6 Direct Marketing 7 Strategic
Marketing 7 Communicating to the Retail Organization 8 Point of Sale versus
Market Basket Data 9 Data Is Gold 10 Data as Revenue: The Price of Retail
Data 12 Chapter 2 Retail and Data Analytics 15 Hard-Core Data Terms: Now
We're Talking about the Fun Stuff 15 Market Basket 16 Data Storage 101 17
Data without Use Is Overhead 19 Case Studies and Practical Examples of
Data-Related Retail Projects 20 Trade Area Modeling 20 Real Estate Site
Selection Modeling 21 Competitor Threat Analytics 22 Merchandise Mix
Modeling: Combining Multiple Data Sources 23 Celebrity Marketing: Tracking
Effectiveness 26 House Brand versus Name Brand 28 E-Business: Clicks and
Mortar 29 Affinity Merchandising: Merchandise Cross-Sell Case Study 33
Market Basket Analysis: Examples 35 Store Departmental Cross-Selling 40
Single Category Affi nity Analysis: Paper Towels 43 Best Checkout Register
Impulse Items for Christmas Season: Case Study 45 Chapter 3 The Apparel
Industry 47 Many Types of Apparel Businesses 47 Retailer Building and
Location, Location, Location 48 Who Is My Customer? Size Up the Opportunity
and Show Me the Money! 49 Evolution of a Brand: Not Your Father's Blue
Jeans 50 Diversifi cation: Spread Risks over Multiple Businesses 51
Critical, Need-to-Know Information in Apparel Analytics 52 Seasonality:
Styles Change like the Wind 52 Seasonal Counterpoint 54 Merchandise
Placement and Presentation: From Racks to Riches 54 Accessories 55 Next
Best Offers 55 Promotions: Lifeblood of the Apparel Business 57 Retail in
General: Impulse Buying 57 Chapter 4 Importance of Geography and
Demographics 59 Understanding the Tools and the Data Requirements 60 How
Geographic Information Systems Work: Science behind the Tools 60 GIS Layers
of Information: Building a Map, Layer by Layer 61 How Geography Fits into
Retail: Location, Location, and Location! 61 Retail Geography: Data and
Lots of It 61 Retail Data: Internal Data Collection 63 Retail Trade Areas:
Differing Methods for Debate 63 Zip Code Data: Forecasting Application
Volume by Store 66 Now That We Understand the Tool and the Data, What Do We
Do? 66 Card Preference Opportunity by Zip Code: Case Study 66 Example of
Sales Penetration Map 71 Market Observations: Additional Uses of the GIS
Tool 72 Chapter 5 In-Store Marketing and Presentation 75 Understanding the
Different Store Designs 76 Old Theories of Merchandise Placement 77 New
Theories of Merchandise Placement 77 Mass Merchandisers Were Slow to Catch
On: Does Convenience Translate into Sales? 78 All about Pricing 78 Everyday
Low Price 79 Loyalty Discount Philosophies 82 Tiered Pricing 82 Types and
Sizes: Retail Store Strategies 84 Store in a Store: Make Shopping
Convenient 84 What's in a Store: Convenience Stores to Hypermart Stores 85
Hypermarts: When Is Big Too Big? 86 Warehouse Clubs: Paying for the
Privilege to Shop 87 Shopping by Design: Traffi c Patterns 88 Category
Management: Science behind the Merchandise Mix 91 Merchandise Placement:
Strategy behind the Placement 93 Specialty Departments: Coffee, Breakfast,
and Pizza 95 Other Specialty Departments 95 Receiving Dock 97 Stocking the
Counters 98 In-Store Media: Advertising or Just Displays? 99 Receipt
Messages 103 In-Store Events 104 Holidays 104 Analytics: Tracking a Moving
Target 104 Marketing Outside of the Store 105 Chapter 6 Store Operations
and Retail Data 107 Setting Up the Store for Success: Strategic Uses of
Data 107 Labor Forecasting 108 Importance of Accurate Labor Forecasting:
The Cost of Doing Business 109 Consumer Differentiation at the Point of
Sale Register 111 Heating and Cooling: Centralized Thermostats 112
Intrastore Communication 112 Replenishment and POS Sales: Cause and Effect
114 In-Store Career Path: Stockperson to Store Manager 115 Chapter 7
Loyalty Marketing 117 Loyalty Programs 117 Who Is the Sponsor for the
Program? 122 Questions to Answer before You Begin 123 Total Program
Incentive: Are You Loyal? 125 From the Consumer Finance Credit Card Retail
Perspective 127 Loyalty Segments: Develop Them Early 128 Loyalty at POS:
Different Stages and Levels of Loyalty 130 Kmart's School Spirit Loyalty
Program 133 Australian Loyalty 135 FlyBuys Rewards and Loyalty: Australia
136 Additional Loyalty Programs 137 The Retail World Is Changing 138 Social
Media 139 Glossary 143 About the Author 157 Index 159
Preface ix Acknowledgments xi Chapter 1 Retailing Analytics: An
Introduction 1 Retailer Goodwill 2 The Inside Scoop: Retail Power Brokers 2
Retail Organization 3 Real Estate Marketing 5 Creative Advertising
Marketing 6 Operations Marketing (Research) 6 Direct Marketing 7 Strategic
Marketing 7 Communicating to the Retail Organization 8 Point of Sale versus
Market Basket Data 9 Data Is Gold 10 Data as Revenue: The Price of Retail
Data 12 Chapter 2 Retail and Data Analytics 15 Hard-Core Data Terms: Now
We're Talking about the Fun Stuff 15 Market Basket 16 Data Storage 101 17
Data without Use Is Overhead 19 Case Studies and Practical Examples of
Data-Related Retail Projects 20 Trade Area Modeling 20 Real Estate Site
Selection Modeling 21 Competitor Threat Analytics 22 Merchandise Mix
Modeling: Combining Multiple Data Sources 23 Celebrity Marketing: Tracking
Effectiveness 26 House Brand versus Name Brand 28 E-Business: Clicks and
Mortar 29 Affinity Merchandising: Merchandise Cross-Sell Case Study 33
Market Basket Analysis: Examples 35 Store Departmental Cross-Selling 40
Single Category Affi nity Analysis: Paper Towels 43 Best Checkout Register
Impulse Items for Christmas Season: Case Study 45 Chapter 3 The Apparel
Industry 47 Many Types of Apparel Businesses 47 Retailer Building and
Location, Location, Location 48 Who Is My Customer? Size Up the Opportunity
and Show Me the Money! 49 Evolution of a Brand: Not Your Father's Blue
Jeans 50 Diversifi cation: Spread Risks over Multiple Businesses 51
Critical, Need-to-Know Information in Apparel Analytics 52 Seasonality:
Styles Change like the Wind 52 Seasonal Counterpoint 54 Merchandise
Placement and Presentation: From Racks to Riches 54 Accessories 55 Next
Best Offers 55 Promotions: Lifeblood of the Apparel Business 57 Retail in
General: Impulse Buying 57 Chapter 4 Importance of Geography and
Demographics 59 Understanding the Tools and the Data Requirements 60 How
Geographic Information Systems Work: Science behind the Tools 60 GIS Layers
of Information: Building a Map, Layer by Layer 61 How Geography Fits into
Retail: Location, Location, and Location! 61 Retail Geography: Data and
Lots of It 61 Retail Data: Internal Data Collection 63 Retail Trade Areas:
Differing Methods for Debate 63 Zip Code Data: Forecasting Application
Volume by Store 66 Now That We Understand the Tool and the Data, What Do We
Do? 66 Card Preference Opportunity by Zip Code: Case Study 66 Example of
Sales Penetration Map 71 Market Observations: Additional Uses of the GIS
Tool 72 Chapter 5 In-Store Marketing and Presentation 75 Understanding the
Different Store Designs 76 Old Theories of Merchandise Placement 77 New
Theories of Merchandise Placement 77 Mass Merchandisers Were Slow to Catch
On: Does Convenience Translate into Sales? 78 All about Pricing 78 Everyday
Low Price 79 Loyalty Discount Philosophies 82 Tiered Pricing 82 Types and
Sizes: Retail Store Strategies 84 Store in a Store: Make Shopping
Convenient 84 What's in a Store: Convenience Stores to Hypermart Stores 85
Hypermarts: When Is Big Too Big? 86 Warehouse Clubs: Paying for the
Privilege to Shop 87 Shopping by Design: Traffi c Patterns 88 Category
Management: Science behind the Merchandise Mix 91 Merchandise Placement:
Strategy behind the Placement 93 Specialty Departments: Coffee, Breakfast,
and Pizza 95 Other Specialty Departments 95 Receiving Dock 97 Stocking the
Counters 98 In-Store Media: Advertising or Just Displays? 99 Receipt
Messages 103 In-Store Events 104 Holidays 104 Analytics: Tracking a Moving
Target 104 Marketing Outside of the Store 105 Chapter 6 Store Operations
and Retail Data 107 Setting Up the Store for Success: Strategic Uses of
Data 107 Labor Forecasting 108 Importance of Accurate Labor Forecasting:
The Cost of Doing Business 109 Consumer Differentiation at the Point of
Sale Register 111 Heating and Cooling: Centralized Thermostats 112
Intrastore Communication 112 Replenishment and POS Sales: Cause and Effect
114 In-Store Career Path: Stockperson to Store Manager 115 Chapter 7
Loyalty Marketing 117 Loyalty Programs 117 Who Is the Sponsor for the
Program? 122 Questions to Answer before You Begin 123 Total Program
Incentive: Are You Loyal? 125 From the Consumer Finance Credit Card Retail
Perspective 127 Loyalty Segments: Develop Them Early 128 Loyalty at POS:
Different Stages and Levels of Loyalty 130 Kmart's School Spirit Loyalty
Program 133 Australian Loyalty 135 FlyBuys Rewards and Loyalty: Australia
136 Additional Loyalty Programs 137 The Retail World Is Changing 138 Social
Media 139 Glossary 143 About the Author 157 Index 159
Introduction 1 Retailer Goodwill 2 The Inside Scoop: Retail Power Brokers 2
Retail Organization 3 Real Estate Marketing 5 Creative Advertising
Marketing 6 Operations Marketing (Research) 6 Direct Marketing 7 Strategic
Marketing 7 Communicating to the Retail Organization 8 Point of Sale versus
Market Basket Data 9 Data Is Gold 10 Data as Revenue: The Price of Retail
Data 12 Chapter 2 Retail and Data Analytics 15 Hard-Core Data Terms: Now
We're Talking about the Fun Stuff 15 Market Basket 16 Data Storage 101 17
Data without Use Is Overhead 19 Case Studies and Practical Examples of
Data-Related Retail Projects 20 Trade Area Modeling 20 Real Estate Site
Selection Modeling 21 Competitor Threat Analytics 22 Merchandise Mix
Modeling: Combining Multiple Data Sources 23 Celebrity Marketing: Tracking
Effectiveness 26 House Brand versus Name Brand 28 E-Business: Clicks and
Mortar 29 Affinity Merchandising: Merchandise Cross-Sell Case Study 33
Market Basket Analysis: Examples 35 Store Departmental Cross-Selling 40
Single Category Affi nity Analysis: Paper Towels 43 Best Checkout Register
Impulse Items for Christmas Season: Case Study 45 Chapter 3 The Apparel
Industry 47 Many Types of Apparel Businesses 47 Retailer Building and
Location, Location, Location 48 Who Is My Customer? Size Up the Opportunity
and Show Me the Money! 49 Evolution of a Brand: Not Your Father's Blue
Jeans 50 Diversifi cation: Spread Risks over Multiple Businesses 51
Critical, Need-to-Know Information in Apparel Analytics 52 Seasonality:
Styles Change like the Wind 52 Seasonal Counterpoint 54 Merchandise
Placement and Presentation: From Racks to Riches 54 Accessories 55 Next
Best Offers 55 Promotions: Lifeblood of the Apparel Business 57 Retail in
General: Impulse Buying 57 Chapter 4 Importance of Geography and
Demographics 59 Understanding the Tools and the Data Requirements 60 How
Geographic Information Systems Work: Science behind the Tools 60 GIS Layers
of Information: Building a Map, Layer by Layer 61 How Geography Fits into
Retail: Location, Location, and Location! 61 Retail Geography: Data and
Lots of It 61 Retail Data: Internal Data Collection 63 Retail Trade Areas:
Differing Methods for Debate 63 Zip Code Data: Forecasting Application
Volume by Store 66 Now That We Understand the Tool and the Data, What Do We
Do? 66 Card Preference Opportunity by Zip Code: Case Study 66 Example of
Sales Penetration Map 71 Market Observations: Additional Uses of the GIS
Tool 72 Chapter 5 In-Store Marketing and Presentation 75 Understanding the
Different Store Designs 76 Old Theories of Merchandise Placement 77 New
Theories of Merchandise Placement 77 Mass Merchandisers Were Slow to Catch
On: Does Convenience Translate into Sales? 78 All about Pricing 78 Everyday
Low Price 79 Loyalty Discount Philosophies 82 Tiered Pricing 82 Types and
Sizes: Retail Store Strategies 84 Store in a Store: Make Shopping
Convenient 84 What's in a Store: Convenience Stores to Hypermart Stores 85
Hypermarts: When Is Big Too Big? 86 Warehouse Clubs: Paying for the
Privilege to Shop 87 Shopping by Design: Traffi c Patterns 88 Category
Management: Science behind the Merchandise Mix 91 Merchandise Placement:
Strategy behind the Placement 93 Specialty Departments: Coffee, Breakfast,
and Pizza 95 Other Specialty Departments 95 Receiving Dock 97 Stocking the
Counters 98 In-Store Media: Advertising or Just Displays? 99 Receipt
Messages 103 In-Store Events 104 Holidays 104 Analytics: Tracking a Moving
Target 104 Marketing Outside of the Store 105 Chapter 6 Store Operations
and Retail Data 107 Setting Up the Store for Success: Strategic Uses of
Data 107 Labor Forecasting 108 Importance of Accurate Labor Forecasting:
The Cost of Doing Business 109 Consumer Differentiation at the Point of
Sale Register 111 Heating and Cooling: Centralized Thermostats 112
Intrastore Communication 112 Replenishment and POS Sales: Cause and Effect
114 In-Store Career Path: Stockperson to Store Manager 115 Chapter 7
Loyalty Marketing 117 Loyalty Programs 117 Who Is the Sponsor for the
Program? 122 Questions to Answer before You Begin 123 Total Program
Incentive: Are You Loyal? 125 From the Consumer Finance Credit Card Retail
Perspective 127 Loyalty Segments: Develop Them Early 128 Loyalty at POS:
Different Stages and Levels of Loyalty 130 Kmart's School Spirit Loyalty
Program 133 Australian Loyalty 135 FlyBuys Rewards and Loyalty: Australia
136 Additional Loyalty Programs 137 The Retail World Is Changing 138 Social
Media 139 Glossary 143 About the Author 157 Index 159