Customer analytics for dummies : [manage the total customer experience ; collect, measure, and interpret customer data ; use data to build strong customer relationships ; transition to a data-driven customer experience]

by Jeff Sauro

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

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Year of publication:	2015
Authors:	Sauro, Jeff
Publisher:	Hoboken, NJ : Wiley
Subject:	Beziehungsmarketing \| Relationship marketing \| Konsumentenverhalten \| Consumer behaviour \| Messung \| Measurement

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Extent:	Online-Ressource (340 S.) Illustrationen
Series:	For dummies EBL-Schweitzer
Type of publication:	Book / Working Paper
Language:	English
Notes:	Description based upon print version of record Title Page; Copyright Page; Contents at a Glance; Table of Contents; Introduction; About This Book; Foolish Assumptions; Icons Used in This Book; Beyond the Book; Where to Go from Here; Part I: Getting Started with Customer Analytics; Chapter 1: Introducing Customer Analytics; Defining Customer Analytics; The benefits of customer analytics; Using customer analytics; Compiling Big and Small Data; Chapter 2: Embracing the Science and Art of Metrics; Adding up Quantitative Data; Discrete and continuous data; Levels of data; Variables; Quantifying Qualitative Data Determining the Sample Size You NeedEstimating a confidence interval; Computing a 95% confidence interval; Determining What Data to Collect; Managing the Right Measure; Chapter 3: Planning a Customer Analytics Initiative; A Customer Analytics Initiative Overview; Defining the Scope and Outcome; Identifying the Metrics, Methods, and Tools; Setting a Budget; Determining the Correct Sample Size; Analyzing and Improving; Controlling the Results; Part II: Identifying Your Customers; Chapter 4: Segmenting Customers; Why Segment Customers; Segmenting by the Five W's; Who; Where; What; When; Why; How Analyzing the Data to Segment Your CustomersStep 1: Tabulate your data; Step 2: Cross-Tabbing; Step 3: Cluster Analysis; Step 4: Estimate the size of each segment; Step 5. Estimate the value of each segment; Chapter 5: Creating Customer Personas; Recognizing the Importance of Personas; Working with personas; Getting More Personal with Customer Data; Step 1: Collecting the appropriate data; Step 2: Dividing data; Step 3: Identifying and refining personas; Answering Questions with Personas; Chapter 6: Determining Customer Lifetime Value; Why your CLV is important; Applying CLV in Business Calculating Lifetime ValueEstimating revenue; Calculating the CLV; Identifying profitable customers; Marketing to profitable customers; Part III: Analytics for the Customer Journey; Chapter 7: Mapping the Customer Journey; Working with the Traditional Marketing Funnel; What Is a Customer Journey Map?; Define the Customer Journey; Finding the data; Sketching the journey; Making the map more useful; Chapter 8: Determining Brand Awareness and Attitudes; Measuring Brand Awareness; Unaided awareness; Aided awareness; Measuring product or service knowledge; Measuring Brand Attitude Identifying brand pillarsChecking brand affinity; Measuring Usage and Intent; Finding out past usage; Measuring future intent; Understanding the Key Drivers of Attitude; Structuring a Brand Assessment Survey; Chapter 9: Measuring Customer Attitudes; Gauging Customer Satisfaction; General satisfaction; Attitude versus satisfaction; Rating Usability with the SUS and SUPR-Q; System Usability Scale (SUS); Standardized User Experience Percentile Rank Questionnaire (SUPR-Q); Measuring task difficulty with SEQ; Scoring Brand Affection; Finding Expectations: Desirability and Luxury; Desirability Luxury
ISBN:	978-1-118-93759-4 ; 978-1-118-93763-1 ; 978-1-118-93759-4
Classification:	Marketing
Source:	ECONIS - Online Catalogue of the ZBW

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