Customer Analytics For Dummies

✍ Scribed by Sauro, Jeff

• Publisher: John Wiley & Sons
• Year: 2015
• Tongue: English
• Series: For dummies
• Category: Library

✦ Synopsis

The easy way to grasp customer analytics

Ensuring your customers are having positive experiences with your company at all levels, including initial brand awareness and loyalty, is crucial to the success of your business. Customer Analytics For Dummies shows you how to measure each stage of the customer journey and use the right analytics to understand customer behavior and make key business decisions.

Customer Analytics For Dummies gets you up to speed on what you should be testing. You'll also find current information on how to leverage A/B testing, social media's role in the post-purchasing analytics, usability metrics, prediction and statistics, and much more to effectively manage the customer experience. Written by a highly visible expert in the area of customer analytics, this guide will have you up and running on putting customer analytics into...

The EPUB format of this title may not be compatible for use on all handheld devices.

✦ Table of Contents

Introduction 1 Part I: Getting Started with Customer Analytics 5 Chapter 1: Introducing Customer Analytics 7 Chapter 2: Embracing the Science and Art of Metrics 15 Chapter 3: Planning a Customer Analytics Initiative 31 Part II: Identifying Your Customers 41 Chapter 4: Segmenting Customers 43 Chapter 5: Creating Customer Personas 61 Chapter 6: Determining Customer Lifetime Value 75 Part III: Analytics for the Customer Journey 85 Chapter 7: Mapping the Customer Journey 87 Chapter 8: Determining Brand Awareness and Attitudes 103 Chapter 9: Measuring Customer Attitudes 113 Chapter 10: Quantifying the Consideration and Purchase Phases 133 Chapter 11: Tracking Post-Purchase Behavior 151 Chapter 12: Measuring Customer Loyalty 163 Part IV: Analytics for Product Development 185 Chapter 13: Developing Products That Customers Want 187 Chapter 14: Gaining Insights through a Usability Study 207 Chapter 15: Measuring Findability and Navigation 231 Chapter 16: Considering the Ethics of Customer Analytics 249 Part V: The Part of Tens 255 Chapter 17: Ten Customer Metrics You Should Collect 257 Chapter 18: Ten Methods to Improve the Customer Experience 263 Chapter 19: Ten Common Analytic Mistakes 267 Chapter 20: Ten Methods for Identifying Customer Needs 271 Appendix: Predicting with Customer Analytics 277 Index 311

✦ Subjects

Consommateurs--Comportement--Informatique;Consommateurs--Recherche--Informatique;Exploration de données (Informatique);Marketing--Recherche;Consommateurs -- Comportement -- Informatique;Consommateurs -- Recherche -- Informatique;Exploration de données (Informatique);Marketing -- Recherche