Customer Analytics For Dummies

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

Part I: Getting Started with Customer Analytics
Chapter 1: Introducing Customer Analytics
Chapter 2: Embracing the Science and Art of Metrics
Chapter 3: Planning a Customer Analytics Initiative

Part II: Identifying Your Customers
Chapter 4: Segmenting Customers
Chapter 5: Creating Customer Personas
Chapter 6: Determining Customer Lifetime Value

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

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

Part V: The Part of Tens
Chapter 17: Ten Customer Metrics You Should Collect
Chapter 18: Ten Methods to Improve the Customer Experience
Chapter 19: Ten Common Analytic Mistakes
Chapter 20: Ten Methods for Identifying Customer Needs

Appendix: Predicting with Customer Analytics