Customer Analytics For Dummies
- 4h 33m
- Jeff Sauro
- John Wiley & Sons (US)
- 2015
Learn to:
- Manage the total customer experience
- Collect, measure, and interpret customer data
- Use data to build strong customer relationships
- Transition to a data-driven customer experience
Understand customers, enhance branding, and drive sales with customer analytics
Understanding customer behavior and ensuring a positive experience are crucial to business success. This easy-to-read guide provides everything you need to know to stay on track, from interpreting customer data and testing to understanding usability metrics and enhancing brand awareness. Dive in, and connect with your customers like never before!
- Segmenting customers — apply segmenting to your customer base with a complete breakdown of the process and the advantages you’ll gain through segmenting
- The customer journey — explore the entire customer journey by applying usability metrics, customer satisfaction and benchmarking studies, customer awareness measures, post-purchase analytics, and more
- Testing, testing, testing — find out what to measure, how to measure, ways to interpret data, and how to use A/B testing and purchasing testing to gain valuable insight
- Let’s get real — apply real-world customer analytics examples from top companies to your own endeavors
- What’s in an attitude? — understand how customer attitudes influence behavior and the effectiveness of your brand
Open the book and find:
- A complete overview of measuring branding and customer awareness
- How to measure and track customer loyalty
- The skinny on product requirements and development
- Tips on understanding and acting on usability metrics
- The lowdown on prediction and statistics in understanding customers
- Ten customer metrics you should collect
- Ten methods to improve the customer experience
About the Author
Jeff Sauro is a Six-Sigma trained statistical analyst and pioneer in quantifying the customer experience. He writes a weekly column at measuringu.com and has been an invited speaker at Fortune 500 companies, industry conferences, and as an expert witness.
In this Book
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Introduction
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Introducing Customer Analytics
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Embracing the Science and Art of Metrics
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Planning a Customer Analytics Initiative
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Segmenting Customers
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Creating Customer Personas
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Determining Customer Lifetime Value
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Mapping the Customer Journey
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Determining Brand Awareness and Attitudes
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Measuring Customer Attitudes
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Quantifying the Consideration and Purchase Phases
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Tracking Post-Purchase Behavior
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Measuring Customer Loyalty
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Developing Products That Customers Want
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Gaining Insights Through a Usability Study
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Measuring Findability and Navigation
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Considering the Ethics of Customer Analytics
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Ten Customer Metrics You Should Collect
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Ten Methods to Improve the Customer Experience
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Ten Common Analytic Mistakes
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Ten Methods for Identifying Customer Needs
SHOW MORE
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