"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 context. While many retail firms have attempted to adopt advanced analytics, there is a lack of empiric...
Source: uow.edu.au