Customer Analytics for Dummies

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.

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.

Introduction 1

Part I: Getting Started with Customer Analytics 5

Chapter 1: Introducing Customer Analytics 7

Chapter 2: Embracing the Science and Art of Metrics 15

Chapter 3: Planning a Customer Analytics Initiative 31

Part II: Identifying Your Customers 41

Chapter 4: Segmenting Customers 43

Chapter 5: Creating Customer Personas 61

Chapter 6: Determining Customer Lifetime Value 75

Part III: Analytics for the Customer Journey 85

Chapter 7: Mapping the Customer Journey 87

Chapter 8: Determining Brand Awareness and Attitudes 103

Chapter 9: Measuring Customer Attitudes 113

Chapter 10: Quantifying the Consideration and Purchase Phases 133

Chapter 11: Tracking Post-Purchase Behavior 151

Chapter 12: Measuring Customer Loyalty 163

Part IV: Analytics for Product Development 185

Chapter 13: Developing Products That Customers Want 187

Chapter 14: Gaining Insights through a Usability Study 207

Chapter 15: Measuring Findability and Navigation 231

Chapter 16: Considering the Ethics of Customer Analytics 249

Part V: The Part of Tens 255

Chapter 17: Ten Customer Metrics You Should Collect 257

Chapter 18: Ten Methods to Improve the Customer Experience 263

Chapter 19: Ten Common Analytic Mistakes 267

Chapter 20: Ten Methods for Identifying Customer Needs 271

Appendix: Predicting with Customer Analytics 277

Index 311

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