3. The Coveted Goalpost: How to Change Human Behavior
In Chapter 2, we explored some tools to help us build theories of user behavior. In user analytics, we’re often tasked with changing or nudging user behavior. This chapter explores common theories of behavior change, which will help you build more effective theories in your web or mobile product.
In this chapter, we try to answer the following questions: When and how do we change customer behavior? Most importantly, what are the factors that are most likely to change user behavior? Before we jump into behavior change theories, we should discuss how behavior change is related to our goal of deriving actionable insight.
3.1 Understanding Actionable Insight
How does one go from raw data to ...
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