Hands-On Data Science for Marketing

Exploratory Analysis for Customer Behavior

In this chapter, as the first step toward future topics in the following chapters, we are going to discuss what customer analytics is, the importance and benefits of analyzing and having a better understanding of the customer base, and the use cases of customer analytics in different aspects of marketing. As we gather and track more data on customers and their behavior regarding individual sales, marketing platforms, and channels, it becomes easier for marketers to analyze and understand how different customers react to different marketing strategies. Customer analytics helps marketers understand their customers better by utilizing this data. Furthermore, it can help marketers to form better marketing ...