Customer Analytics For DummiesThe 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 practice at your own business in no time.
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. |
Contents
Introduction | 3 |
Gaining Insights through a Usability Study 207 | 13 |
Embracing the Science and Art of Metrics | 15 |
Introducing Customer Analytics 7 Chapter 2 Embracing the Science and Art of Metrics 15 Chapter 3 Planning a Customer Analytics Initiative | 31 |
Identifying Your Customers | 41 |
Creating Customer Personas | 61 |
Answering Questions with Personas | 71 |
Creating Customer Personas 61 Chapter 6 Determining Customer Lifetime Value | 75 |
Quantifying the Consideration | 133 |
Quantifying the Consideration and Purchase Phases 133 Chapter 11 Tracking PostPurchase Behavior | 151 |
Measuring Customer Loyalty | 163 |
Analytics for Product Development | 185 |
Measuring Findability and Navigation | 231 |
Analytics for Product Development | 232 |
Considering the Ethics of Customer Analytics | 249 |
The Part of Tens 255 | 257 |
Analytics for the Customer Journey | 85 |
Analytics for the Customer Journey | 88 |
Determining Brand Awareness and Attitudes | 103 |
Mapping the Customer Journey 87 Chapter 8 Determining Brand Awareness and Attitudes 103 Chapter 9 Measuring Customer Attitudes | 113 |