"Exploring customer analytics capability in data-driven retailing" by Md Afnan Hossain
In today's highly competitive retail environment, customer analytics has emerged as a powerful strategic tool. Customer analytics, the concept of data analytics-driven customer-centric value generation in multi-channels to render superior customer experience, has become one of the most vital aspects of retail firms' customer-centred marketing management. However, despite its strategic importance, there has been little investigation into customer analytics capabilities in the retail con...
Source: uow.edu.au