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Style and Statistics de Brittany Bullard

Style and Statistics

Autor Brittany Bullard
en Limba Engleză Hardback – 30 noi 2016

Observăm o realitate incontestabilă în comerțul modern: datele există din abundență, însă capacitatea de a le transforma în decizii de profit rămâne o barieră pentru mulți manageri. Brittany Bullard demonstrează în Style and Statistics că nu este necesar să fii un expert în informatică pentru a stăpâni analitica de retail. Această lucrare, publicată de Wiley, funcționează ca un ghid non-tehnic conceput special pentru cei care decid sortimentele, prețurile și strategiile de marketing, oferind un avantaj competitiv într-un peisaj dominat de giganți digitali.

Remarcăm o structură riguroasă care urmărește parcursul firesc al mărfii și al clientului. De la planificarea financiară și prognoza statistică a trendurilor, până la logistica îndeplinirii comenzilor și optimizarea experienței în magazin, volumul acoperă lacunele dintre teorie și execuție. Un punct forte este capitolul dedicat prețurilor, unde autorul analizează maturitatea organizațională și diferențele critice dintre prețurile promoționale și cele de lichidare. Ca și E Cox în Retail Analytics – The Secret Weapon, autorul distilează experiență reală în principii acționabile, punând accent pe utilizarea datelor ca armă strategică pentru a înțelege nevoile și dorințele consumatorului modern.

Apreciem în mod deosebit abordarea pragmatică a conceptului de 'Internet of Things' și a securității datelor, subiecte adesea ignorate în manualele de management clasic. Style and Statistics nu se rezumă la algoritmi, ci explică modul în care analiza datelor poate eficientiza forța de muncă din magazine și poate crește valoarea pe viață a clientului (CLV). Este o resursă care transformă analitica dintr-un centru de cost într-un motor de creștere personală și profesională.

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Specificații

ISBN-13: 9781119270317
ISBN-10: 1119270316
Pagini: 208
Dimensiuni: 157 x 235 x 16 mm
Greutate: 0.46 kg
Editura: Wiley
Locul publicării:Hoboken, United States

Public țintă

Retail marketing directors, retail planners, merchants/buyers, directors/vice Presidents of planning & merchandising

De ce să citești această carte

Recomandăm această carte directorilor de retail și achizitorilor care doresc să treacă de la intuiție la decizii fundamentate pe date, fără a învăța programare. Veți câștiga o înțelegere clară a modului în care prognoza statistică și segmentarea clienților pot reduce ineficiențele și pot crește vânzările. Este instrumentul ideal pentru a deveni un 'citizen data scientist' capabil să comunice eficient cu departamentele tehnice.

Descriere scurtă

Independent shop owners have the benefit of knowing each customer by name, understanding their style and dislikes, and reaching new customers by referral and local advertising. That type of personalized service and promotion is simply out of reach for big brands and retailers. Style & Statistics takes the powerful insight of data analytics and puts it in your hands to ensure a personalized, white-glove treatment for every customer, no matter how many there may be.
As comprehensive as it is approachable, this groundbreaking new guide unlocks the digital world of retail for the people who can do the most with the information. While in-house executives and buyers may never meet in-store sales staff, their ability to excel at their jobs is intimately entwined, and this holistic approach illuminates a path to breaking down the silos in a retail organization through shared data and insight. Conversational examinations of each business component highlight the practical functions and obstacles professionals encounter on a daily basis and then demonstrate how data analytics can be applied to improve overall business performance, customer satisfaction, and as a result, profitability. Inspiring examples of a variety of retailers reveal you don't need any experience in mathematics or IT to effectively use analytics to enhance your contributions and value to your company. Keep this practical guide on hand while you:
  • Use an analytically optimized process to have the right garment, in the right location, at the right price when the customer wants it
  • Engage with your customer to communicate the most relevant merchandise and relevant offers--and through the right means of communication--to drive customer loyalty and a path to purchase
  • Proactively apply machine learning, predictive analytics, and other cybersecurity tactics to reduce the costly risk of fraudulent purchases and suspicious activities
  • Discuss your new understanding of retail analytics to land a job and further your career
Style & Statistics shows you how to achieve your highest goals by adding scientific control to the art of retail.

Cuprins

Introduction
Chapter 1: Changing Face of Retail
Chapter 2: Merchandise Financial Planning
Statistical Forecasting
Chapter 3: Assortment Management
Understanding Your Customer
Understanding Product Choice Counts
Understanding Current Product Performance
Predicting the Evolution of Trends
How much to buy?
What sizes do I need?
Chapter 4: Fulfillment
Allocation
Order Fulfillment
Chapter 5: Pricing
Pricing Analytics
Regular Price
Promotional Pricing
Markdown/Clearance Pricing
Pricing Maturity & Organizational Structures
Chapter 6: Marketing
Data
Marketing Campaign Lift Analysis
Customer Lifetime Value
Customer Segmentation
The Internet of Things
Path to Purchase
Chapter 7: In–Store Experience
Store Labor Forecasting
Assortment Optimization
The Internet of Things
Chapter 8: Cyber–Security
EMV/Chip Cards
Chargebacks
Data Governance
Chapter 9:  Customer Journey
Chapter 10: How to Gain Personal Value from Analytics
The Citizen Data Scientist
Change Agent
Finding the Right Fit
Chapter 11: How to Gain Personal Value from Analytics
The Citizen Data Scientist
Change Agent
Finding the Right Fit
Additional Resources
Glossary
Retail Math
References
Index

Descriere

A non–technical guide to leveraging retail analytics for personal and competitive advantage Style & Statistics is a real–world guide to analytics in retail. Written specifically for the non–IT crowd, this book explains analytics in an approachable, understandable way, and provides examples of direct application to retail merchandise management, marketing, and operations. The discussion covers current industry trends and emerging–standard processes, and illustrates how analytics is providing new solutions to perennial retail problems. You′ll learn how to leverage the benefits of analytics to boost your personal career, and how to interpret data in a way that′s useful to the average end business user or shopper. Key concepts are detailed in easy–to–understand language, and numerous examples highlight the growing importance of understanding analytics in the retail environment.
The power of analytics has become apparent across industries, but it′s left an especially indelible mark on retail. It′s a complex topic, but you don′t need to be a data scientist to take advantage of the opportunities it brings. This book shows you what you need to know, and how to put analytics to work with retail–specific applications.

 

  • Learn how analytics can help you be better at your job
  • Dig deeper into the customer′s needs, wants, and dreams
  • Streamline merchandise management, pricing, marketing, and more
  • Find solutions for inefficiencies and inaccuracies

As the retail customer evolves, so must the retail industry. The retail landscape not only includes in–store but also website, mobile site, mobile apps, and social media. With more and more competition emerging on all sides, retailers need to use every tool at their disposal to create value and gain a competitive advantage. Analytics offers a number of ways to make your company stand out, whether it′s through improved operations, customer experience, or any of the other myriad factors that build a great place to shop. Style & Statistics provides an analytics primer with a practical bent, specifically for the retail industry.