Customer analytics for dummies /
by Jeff Sauro.
- Hoboken : John Wiley & Sons, 2015.
- x, 324 p. : ill. b&w ; 24 cm.
- For dummies .
- For dummies .
Includes index.
Introduction -- Pt. 1. Getting started with customer analytics -- Ch. 1. Introduction customer analytics -- Ch. 2. Embracing the science and art of metrics -- Ch. 3. Planning a customer analytics initiative -- Pt. 2. Identifying your customers -- Ch. 4. Segmenting customer -- Ch. 5. Creating customer personas -- Ch. 6. Determining customer lifetime value -- Pt. 3. Analytics for the customer journey -- Ch. 7. Mapping the customer journey -- Ch. 8. Determining brand awareness and attitudes -- Ch. 9. Measuring customer attitudes -- Ch. 10. Quantifying the consideration and purchase phases -- Ch. 11. Tracking post-purchase behavior -- Ch. 12. Measuring customer loyalty -- Pt. 4. Analytics for product development -- Ch. 13. Developing products that customers want -- Ch. 14. Gaining insights through a usability study -- Ch. 15. Measuring findability and navigation -- Ch. 16. Considering the ethics of customer analytics -- Pt. 5. The part of tens -- Ch. 17. Ten customer metrics you should collect -- Ch. 18. Ten customer methods to improve the customer experience -- Ch. 19. Ten common analytic mistakes -- Ch. 20. Ten methods for identifying customer needs -- Appendix: Predicting with 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 practice at your own business in no time. - Shows you what to measure, how to measure, and ways to interpret the data - Provides real-world customer analytics examples from companies such as Wikipedia, PayPal, and Walmart - Explains how to use customer analytics to make smarter business decisions that generate more loyal customers - Offers easy-to-digest information on understanding each stage of the customer journey
Whether you're part of a Customer Engagement team or a product, marketing, or design professional looking to get a leg up, Customer Analytics For Dummies has you covered.
9781118937594 (pbk.)
Consumer behavior--Data processing Consumers--Research--Data processing Data mining Marketing research