by Professor Peter Fader
Continuing my series of super-short book reviews, you may like to listen to Professor Peter Fader (quite a scoop, by the way!) speaking about his book The Customer-Base Audit.
In essence, Professor Fader suggests that establishing genuine metrics are essential to understanding your customers, simply as a starting-point for your future marketing.
Buy the book https://www.amazon.co.uk/Customer-Base-Audit-Journey-Customer-Centricity/dp/161363160X/
The Customer-Base Audit https://www.amazon.co.uk/Customer-Base-Audit-Journey-Customer-Centricity/dp/161363160X/