Part 3: Who and What to Target

This part focuses on targeting and understanding customers, beginning with customer segmentation and profile creation for improved marketing strategies, before introducing RFM scoring. It then discusses estimating customer lifetime value through basic and advanced models, including BG-NBD and Gamma-Gamma, followed by an exploration of customer feedback via survey analysis, emphasizing survey design and data interpretation. The part wraps up with conjoint analysis, which seeks to understand customer preferences for products or services, offering techniques for deriving valuable marketing insights.

This part contains the following chapters:

• Chapter 7, Customer Insights – Segmentation and RFM
• Chapter 8, Customer Lifetime Value with PyMC Marketing
• Chapter 9, Customer Survey Analysis
• Chapter 10, Conjoint Analysis with pandas and Statsmodels