In this episode of the Marketing book podcast Douglas talks with Peter Fader. Peter is the Frances and Pei-Yuan Chia Professor of Marketing at the Wharton Schoo of the university of pennsylvania. His expertise centers around the analysis of behavioral data to understand and forecast customer shopping/purchasing activities.
In his book, The Customer-Base Audit: The First Step on the Journey to Customer Centricity, peter and some other experts help you to get on the path toward really getting to understand your customers buying behavior as well as the health of your overall customer base.
Listen to the full podcast in the link below, or listen to it through different platforms: Google podcasts and Spotify.
