Book description
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 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.
Table of contents
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- Introduction
- Part I: Getting Started with Customer Analytics
- Part II: Identifying Your Customers
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Part III: Analytics for the Customer Journey
- Chapter 7: Mapping the Customer Journey
- Chapter 8: Determining Brand Awareness and Attitudes
- Chapter 9: Measuring Customer Attitudes
- Chapter 10: Quantifying the Consideration and Purchase Phases
- Chapter 11: Tracking Post-Purchase Behavior
- Chapter 12: Measuring Customer Loyalty
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Part IV: Analytics for Product Development
- Chapter 13: Developing Products That Customers Want
- Chapter 14: Gaining Insights through a Usability Study
- Chapter 15: Measuring Findability and Navigation
- Chapter 16: Considering the Ethics of Customer Analytics
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Part V: The Part of Tens
- Chapter 17: Ten Customer Metrics You Should Collect
- Chapter 18: Ten Methods to Improve the Customer Experience
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Chapter 19: Ten Common Analytic Mistakes
- Optimizing around the Wrong Metric
- Relying Too Much on Behavioral or Attitudinal Data
- Not Having a Large Enough Sample Size
- Eyeballing Data and Patterns
- Confusing Statistical Significance with Practical Significance
- Not Having an Interdisciplinary Team
- Not Cleaning Your Data First
- Improperly Formatted Data
- Not Having Clear Research Questions to Answer
- Waiting for Perfect Data
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Chapter 20: Ten Methods for Identifying Customer Needs
- Starting with Existing Data
- Interviewing Stakeholders
- Mapping the Customer Process
- Mapping the Customer Journey
- Conducting “Follow Me Home” Research
- Interviewing Customers
- Conducting Voice of Customer Surveys
- Analyzing Your Competition
- Analyzing Cause-and-Effect Relationships
- Recording Experiences through Diary Studies
- Appendix: Predicting with Customer Analytics
- About the Author
- Cheat Sheet
- More Dummies Products
Product information
- Title: Customer Analytics For Dummies
- Author(s):
- Release date: February 2015
- Publisher(s): For Dummies
- ISBN: 9781118937594
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