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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.
Auteur
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.
Résumé
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.
Contenu
Introduction 1
About This Book 1
Foolish Assumptions 2
Icons Used in This Book 2
Beyond the Book 3
Where to Go from Here 3
Part I: Getting Started with Customer Analytics 5
Chapter 1: Introducing Customer Analytics 7
Defining Customer Analytics 7
The benefits of customer analytics 8
Using customer analytics 11
Compiling Big and Small Data 12
Chapter 2: Embracing the Science and Art of Metrics 15
Adding up Quantitative Data 15
Discrete and continuous data 16
Levels of data 16
Variables 19
Quantifying Qualitative Data 20
Determining the Sample Size You Need 22
Estimating a confidence interval 24
Computing a 95% confidence interval 25
Determining What Data to Collect 27
Managing the Right Measure 28
Chapter 3: Planning a Customer Analytics Initiative 31
A Customer Analytics Initiative Overview 31
Defining the Scope and Outcome 33
Identifying the Metrics, Methods, and Tools 34
Setting a Budget 35
Determining the Correct Sample Size 36
Analyzing and Improving 37
Controlling the Results 38
Part II: Identifying Your Customers 41
Chapter 4: Segmenting Customers 43
Why Segment Customers 43
Segmenting by the Five W's 47
Who 47
Where 48
What 49
When 52
Why 52
How 52
Analyzing the Data to Segment Your Customers 53
Step 1: Tabulate your data 53
Step 2: Cross-Tabbing 54
Step 3: Cluster Analysis 56
Step 4: Estimate the size of each segment 57
Step 5 Estimate the value of each segment 57
Chapter 5: Creating Customer Personas 61
Recognizing the Importance of Personas 61
Working with personas 64
Getting More Personal with Customer Data 66
Step 1: Collecting the appropriate data 66
Step 2: Dividing data 68
Step 3: Identifying and refining personas 68
Answering Questions with Personas 71
Chapter 6: Determining Customer Lifetime Value 75
Why your CLV is important 76
Applying CLV in Business 77
Calculating Lifetime Value 77
Estimating revenue 78
Calculating the CLV 80
Identifying profitable customers 82
Marketing to profitable customers 82
Part III: Analytics for the Customer Journey 85
Chapter 7: Mapping the Customer Journey 87
Working with the Traditional Marketing Funnel 87
What Is a Customer Journey Map? 91
Define the Customer Journey 93
Finding the data 93
Sketching the journey 94
Making the map more useful 101
Chapter 8: Determining Brand Awareness and Attitudes 103
Measuring Brand Awareness 103
Unaided awareness 104
Aided awareness 105
Measuring product or service knowledge 106
Measuring Brand Attitude 107
Identifying brand pillars 108
Checking brand affinity 108
Measuring Usage and Intent 110
Finding out past usage 110
Measuring future intent 110
Understanding the Key Drivers of Attitude 111
Structuring a Brand Assessment Survey 111
Chapter 9: Measuring Customer Attitudes 113
Gauging Customer Satisfaction 113
General satisfaction 114
Attitude versus satisfaction 115
Rating Usability with the SUS and SUPR-Q 117
System Usability Scale (SUS) 117
Standardized User Experience Percentile Rank Questionnaire (SUPR-Q) 120
Measuring task difficulty with SEQ 122 Scoring Brand Affect...