{"product_id":"customer-analytics-for-dummies-isbn-9781118937594","title":"Customer Analytics For Dummies","description":"\u003cb\u003eThe easy way to grasp customer analytics\u003c\/b\u003e  \u003cp\u003eEnsuring 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. \u003ci\u003eCustomer Analytics For Dummies\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCustomer Analytics For Dummies\u003c\/i\u003e 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.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eShows you what to measure, how to measure, and ways to interpret the data\u003c\/li\u003e \u003cli\u003eProvides real-world customer analytics examples from companies such as Wikipedia, PayPal, and Walmart\u003c\/li\u003e \u003cli\u003eExplains how to use customer analytics to make smarter business decisions that generate more loyal customers\u003c\/li\u003e \u003cli\u003eOffers easy-to-digest information on understanding each stage of the customer journey\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eWhether you're part of a Customer Engagement team or a product, marketing, or design professional looking to get a leg up, \u003ci\u003eCustomer Analytics For Dummies\u003c\/i\u003e has you covered.\u003c\/p\u003e \u003cp\u003eIntroduction 1\u003c\/p\u003e \u003cp\u003eAbout This Book 1\u003c\/p\u003e \u003cp\u003eFoolish Assumptions 2\u003c\/p\u003e \u003cp\u003eIcons Used in This Book 2\u003c\/p\u003e \u003cp\u003eBeyond the Book 3\u003c\/p\u003e \u003cp\u003eWhere to Go from Here 3\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I: Getting Started with Customer Analytics 5\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1: Introducing Customer Analytics 7\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDefining Customer Analytics 7\u003c\/p\u003e \u003cp\u003eThe benefits of customer analytics 8\u003c\/p\u003e \u003cp\u003eUsing customer analytics 11\u003c\/p\u003e \u003cp\u003eCompiling Big and Small Data 12\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2: Embracing the Science and Art of Metrics 15\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAdding up Quantitative Data 15\u003c\/p\u003e \u003cp\u003eDiscrete and continuous data 16\u003c\/p\u003e \u003cp\u003eLevels of data 16\u003c\/p\u003e \u003cp\u003eVariables 19\u003c\/p\u003e \u003cp\u003eQuantifying Qualitative Data 20\u003c\/p\u003e \u003cp\u003eDetermining the Sample Size You Need 22\u003c\/p\u003e \u003cp\u003eEstimating a confidence interval 24\u003c\/p\u003e \u003cp\u003eComputing a 95% confidence interval 25\u003c\/p\u003e \u003cp\u003eDetermining What Data to Collect 27\u003c\/p\u003e \u003cp\u003eManaging the Right Measure 28\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3: Planning a Customer Analytics Initiative 31\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA Customer Analytics Initiative Overview 31\u003c\/p\u003e \u003cp\u003eDefining the Scope and Outcome 33\u003c\/p\u003e \u003cp\u003eIdentifying the Metrics, Methods, and Tools 34\u003c\/p\u003e \u003cp\u003eSetting a Budget 35\u003c\/p\u003e \u003cp\u003eDetermining the Correct Sample Size 36\u003c\/p\u003e \u003cp\u003eAnalyzing and Improving 37\u003c\/p\u003e \u003cp\u003eControlling the Results 38\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II: Identifying Your Customers 41\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4: Segmenting Customers 43\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy Segment Customers 43\u003c\/p\u003e \u003cp\u003eSegmenting by the Five W’s 47\u003c\/p\u003e \u003cp\u003eWho 47\u003c\/p\u003e \u003cp\u003eWhere 48\u003c\/p\u003e \u003cp\u003eWhat 49\u003c\/p\u003e \u003cp\u003eWhen 52\u003c\/p\u003e \u003cp\u003eWhy 52\u003c\/p\u003e \u003cp\u003eHow 52\u003c\/p\u003e \u003cp\u003eAnalyzing the Data to Segment Your Customers 53\u003c\/p\u003e \u003cp\u003eStep 1: Tabulate your data 53\u003c\/p\u003e \u003cp\u003eStep 2: Cross-Tabbing 54\u003c\/p\u003e \u003cp\u003eStep 3: Cluster Analysis 56\u003c\/p\u003e \u003cp\u003eStep 4: Estimate the size of each segment 57\u003c\/p\u003e \u003cp\u003eStep 5 Estimate the value of each segment 57\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5: Creating Customer Personas 61\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eRecognizing the Importance of Personas 61\u003c\/p\u003e \u003cp\u003eWorking with personas 64\u003c\/p\u003e \u003cp\u003eGetting More Personal with Customer Data 66\u003c\/p\u003e \u003cp\u003eStep 1: Collecting the appropriate data 66\u003c\/p\u003e \u003cp\u003eStep 2: Dividing data 68\u003c\/p\u003e \u003cp\u003eStep 3: Identifying and refining personas 68\u003c\/p\u003e \u003cp\u003eAnswering Questions with Personas 71\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6: Determining Customer Lifetime Value 75\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy your CLV is important 76\u003c\/p\u003e \u003cp\u003eApplying CLV in Business 77\u003c\/p\u003e \u003cp\u003eCalculating Lifetime Value 77\u003c\/p\u003e \u003cp\u003eEstimating revenue 78\u003c\/p\u003e \u003cp\u003eCalculating the CLV 80\u003c\/p\u003e \u003cp\u003eIdentifying profitable customers 82\u003c\/p\u003e \u003cp\u003eMarketing to profitable customers 82\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III: Analytics for the Customer Journey 85\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7: Mapping the Customer Journey 87\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWorking with the Traditional Marketing Funnel 87\u003c\/p\u003e \u003cp\u003eWhat Is a Customer Journey Map? 91\u003c\/p\u003e \u003cp\u003eDefine the Customer Journey 93\u003c\/p\u003e \u003cp\u003eFinding the data 93\u003c\/p\u003e \u003cp\u003eSketching the journey 94\u003c\/p\u003e \u003cp\u003eMaking the map more useful 101\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8: Determining Brand Awareness and Attitudes 103\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMeasuring Brand Awareness 103\u003c\/p\u003e \u003cp\u003eUnaided awareness 104\u003c\/p\u003e \u003cp\u003eAided awareness 105\u003c\/p\u003e \u003cp\u003eMeasuring product or service knowledge 106\u003c\/p\u003e \u003cp\u003eMeasuring Brand Attitude 107\u003c\/p\u003e \u003cp\u003eIdentifying brand pillars 108\u003c\/p\u003e \u003cp\u003eChecking brand affinity 108\u003c\/p\u003e \u003cp\u003eMeasuring Usage and Intent 110\u003c\/p\u003e \u003cp\u003eFinding out past usage 110\u003c\/p\u003e \u003cp\u003eMeasuring future intent 110\u003c\/p\u003e \u003cp\u003eUnderstanding the Key Drivers of Attitude 111\u003c\/p\u003e \u003cp\u003eStructuring a Brand Assessment Survey 111\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9: Measuring Customer Attitudes 113\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGauging Customer Satisfaction 113\u003c\/p\u003e \u003cp\u003eGeneral satisfaction 114\u003c\/p\u003e \u003cp\u003eAttitude versus satisfaction 115\u003c\/p\u003e \u003cp\u003eRating Usability with the SUS and SUPR-Q 117\u003c\/p\u003e \u003cp\u003eSystem Usability Scale (SUS) 117\u003c\/p\u003e \u003cp\u003eStandardized User Experience Percentile Rank Questionnaire (SUPR-Q) 120\u003c\/p\u003e \u003cp\u003eMeasuring task difficulty with SEQ 122\u003c\/p\u003e \u003cp\u003eScoring Brand Affection 123\u003c\/p\u003e \u003cp\u003eFinding Expectations: Desirability and Luxury 125\u003c\/p\u003e \u003cp\u003eDesirability 125\u003c\/p\u003e \u003cp\u003eLuxury 125\u003c\/p\u003e \u003cp\u003eMeasuring Attitude Lift 126\u003c\/p\u003e \u003cp\u003eAsking for Preferences 128\u003c\/p\u003e \u003cp\u003eFinding Your Key Drivers of Customer Attitudes 129\u003c\/p\u003e \u003cp\u003eWriting Effective Customer Attitude Questions 131\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10: Quantifying the Consideration and Purchase Phases 133\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIdentifying the Consideration Touchpoints 133\u003c\/p\u003e \u003cp\u003eCompany-driven touchpoints 134\u003c\/p\u003e \u003cp\u003eCustomer-driven touchpoints 134\u003c\/p\u003e \u003cp\u003eMeasuring the Customer-Driven Touchpoints 135\u003c\/p\u003e \u003cp\u003eMeasuring the Three R’s of Company-Driven Touchpoints 137\u003c\/p\u003e \u003cp\u003eReach 137\u003c\/p\u003e \u003cp\u003eResonance 137\u003c\/p\u003e \u003cp\u003eReaction 138\u003c\/p\u003e \u003cp\u003eMeasuring resonance and reaction 139\u003c\/p\u003e \u003cp\u003eTracking Conversions and Purchases 139\u003c\/p\u003e \u003cp\u003eTracking micro conversions 140\u003c\/p\u003e \u003cp\u003eCreating micro-conversion opportunities 141\u003c\/p\u003e \u003cp\u003eSetting up conversion tracking 142\u003c\/p\u003e \u003cp\u003eMeasuring conversion rates 142\u003c\/p\u003e \u003cp\u003eMeasuring Changes through A\/ B Testing 143\u003c\/p\u003e \u003cp\u003eOffline A\/B testing 144\u003c\/p\u003e \u003cp\u003eOnline A\/B testing 144\u003c\/p\u003e \u003cp\u003eTesting multiple variables 148\u003c\/p\u003e \u003cp\u003eMaking the Most of Website Analytics 148\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11: Tracking Post-Purchase Behavior 151\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDealing with Cognitive Dissonance 152\u003c\/p\u003e \u003cp\u003eReducing dissonance 152\u003c\/p\u003e \u003cp\u003eTurning dissonance into satisfaction 153\u003c\/p\u003e \u003cp\u003eTracking return rates 153\u003c\/p\u003e \u003cp\u003eMeasuring the Post-Purchase Touchpoints 154\u003c\/p\u003e \u003cp\u003eDigging into the post-purchase touchpoints 155\u003c\/p\u003e \u003cp\u003eAssessing post-purchase satisfaction ratings 158\u003c\/p\u003e \u003cp\u003eFinding Problems Using Call Center Analysis 159\u003c\/p\u003e \u003cp\u003eFinding the Root Cause with Cause-and-Effect Diagrams 160\u003c\/p\u003e \u003cp\u003eCreating a cause-and-effect diagram 161\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12: Measuring Customer Loyalty 163\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMeasuring Customer Loyalty 164\u003c\/p\u003e \u003cp\u003eRepurchase rate 164\u003c\/p\u003e \u003cp\u003eNet Promoter Score 166\u003c\/p\u003e \u003cp\u003eBad profits 174\u003c\/p\u003e \u003cp\u003eFinding Key Drivers of Loyalty 177\u003c\/p\u003e \u003cp\u003eValuing positive word of mouth 178\u003c\/p\u003e \u003cp\u003eValuing negative word of mouth 182\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart IV: Analytics for Product Development 185\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 13: Developing Products That Customers Want 187\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGathering Input on Product Features 187\u003c\/p\u003e \u003cp\u003eFinding Customers’ Top Tasks 188\u003c\/p\u003e \u003cp\u003eListing the tasks 189\u003c\/p\u003e \u003cp\u003eFinding customers 189\u003c\/p\u003e \u003cp\u003eSelecting five tasks 190\u003c\/p\u003e \u003cp\u003eGraphing and analyzing 190\u003c\/p\u003e \u003cp\u003eTaking an internal view 191\u003c\/p\u003e \u003cp\u003eConducting a Gap Analysis 193\u003c\/p\u003e \u003cp\u003eMapping Business Needs to Customer Requirements 194\u003c\/p\u003e \u003cp\u003eIdentifying customers’ wants and needs 195\u003c\/p\u003e \u003cp\u003eIdentifying the voice of the customer 196\u003c\/p\u003e \u003cp\u003eIdentifying the how’s (the voice of the company) 196\u003c\/p\u003e \u003cp\u003eBuilding the relationship between the customer and company voices 197\u003c\/p\u003e \u003cp\u003eGenerating priorities 197\u003c\/p\u003e \u003cp\u003eExamining priorities 198\u003c\/p\u003e \u003cp\u003eMeasuring Customer Delight with the Kano Model 199\u003c\/p\u003e \u003cp\u003eAssessing the Value of Each Combination of Features 200\u003c\/p\u003e \u003cp\u003eFinding Out Why Problems Occur 202\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 14: Gaining Insights through a Usability Study 207\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eRecognizing the Principles of Usability 207\u003c\/p\u003e \u003cp\u003eConducting a Usability Test 208\u003c\/p\u003e \u003cp\u003eDetermining what you want to test 209\u003c\/p\u003e \u003cp\u003eIdentifying the goals 209\u003c\/p\u003e \u003cp\u003eOutlining task scenarios 209\u003c\/p\u003e \u003cp\u003eRecruiting users 212\u003c\/p\u003e \u003cp\u003eTesting your users 215\u003c\/p\u003e \u003cp\u003eCollecting metrics 216\u003c\/p\u003e \u003cp\u003eCoding and analyzing your data 218\u003c\/p\u003e \u003cp\u003eSummarizing and presenting the results 218\u003c\/p\u003e \u003cp\u003eConsidering the Different Types of Usability Tests 218\u003c\/p\u003e \u003cp\u003eFinding and Reporting Usability Problems 221\u003c\/p\u003e \u003cp\u003eFacilitating a Usability Study 225\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 15: Measuring Findability and Navigation 231\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFinding Your Areas of Findability 232\u003c\/p\u003e \u003cp\u003eIdentifying What Customers Want 233\u003c\/p\u003e \u003cp\u003ePrepping for a Findability Test 235\u003c\/p\u003e \u003cp\u003eFinding your baseline 235\u003c\/p\u003e \u003cp\u003eDesigning the study 235\u003c\/p\u003e \u003cp\u003eLooking at your findability metrics 237\u003c\/p\u003e \u003cp\u003eConducting Your Findability Study 240\u003c\/p\u003e \u003cp\u003eDetermining sample size 240\u003c\/p\u003e \u003cp\u003eRecruiting users 241\u003c\/p\u003e \u003cp\u003eAnalyzing the results 242\u003c\/p\u003e \u003cp\u003eImproving Findability 244\u003c\/p\u003e \u003cp\u003eCross-linking products 244\u003c\/p\u003e \u003cp\u003eRegrouping categories 245\u003c\/p\u003e \u003cp\u003eRephrasing the tasks 245\u003c\/p\u003e \u003cp\u003eMeasuring findability after changes 246\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 16: Considering the Ethics of Customer Analytics 249\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGetting Informed Consent 249\u003c\/p\u003e \u003cp\u003eFacebook 250\u003c\/p\u003e \u003cp\u003eOKCupid 251\u003c\/p\u003e \u003cp\u003eAmazon and Orbitz 251\u003c\/p\u003e \u003cp\u003eMintcom 252\u003c\/p\u003e \u003cp\u003eDeciding to Experiment 252\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart V: The Part of Tens 255\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 17: Ten Customer Metrics You Should Collect 257\u003c\/p\u003e \u003cp\u003eChapter 18: Ten Methods to Improve the Customer Experience 263\u003c\/p\u003e \u003cp\u003eChapter 19: Ten Common Analytic Mistakes 267\u003c\/p\u003e \u003cp\u003eChapter 20: Ten Methods for Identifying Customer Needs 271\u003c\/p\u003e \u003cp\u003e\u003ci\u003eAppendix: Predicting with Customer Analytics 277\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eFinding Similarities and Associations 278\u003c\/p\u003e \u003cp\u003eVisualizing associations 279\u003c\/p\u003e \u003cp\u003eQuantifying the strength of a relationship 280\u003c\/p\u003e \u003cp\u003eAssociations between binary variables 284\u003c\/p\u003e \u003cp\u003eDetermining Causation 288\u003c\/p\u003e \u003cp\u003eRandomized experimental study 288\u003c\/p\u003e \u003cp\u003eQuasi-experimental design 289\u003c\/p\u003e \u003cp\u003eCorrelational study 290\u003c\/p\u003e \u003cp\u003eSingle-subjects study 290\u003c\/p\u003e \u003cp\u003eAnecdotes 291\u003c\/p\u003e \u003cp\u003ePredicting with Regression 291\u003c\/p\u003e \u003cp\u003ePredicting with the regression line 293\u003c\/p\u003e \u003cp\u003eCreating a regression equation in Excel 294\u003c\/p\u003e \u003cp\u003eMultiple regression analysis 296\u003c\/p\u003e \u003cp\u003ePredicting with binary data 300\u003c\/p\u003e \u003cp\u003ePredicting Trends with Time Series Analysis 301\u003c\/p\u003e \u003cp\u003eExponential (non-linear) growth 304\u003c\/p\u003e \u003cp\u003eTraining and validation periods 306\u003c\/p\u003e \u003cp\u003eDetecting Differences 308\u003c\/p\u003e \u003cp\u003eIndex 311\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eJeff Sauro\u003c\/b\u003e 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.\u003c\/p\u003e  \u003cp\u003e\u003cb\u003e\u003ci\u003eLearn to:\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e \u003cul\u003e \u003cli\u003eManage the total customer experience\u003c\/li\u003e \u003cli\u003eCollect, measure, and interpret customer data\u003c\/li\u003e \u003cli\u003eUse data to build strong customer relationships\u003c\/li\u003e \u003cli\u003eTransition to a data-driven customer experience\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003cb\u003eUnderstand customers, enhance branding, and drive sales with customer analytics\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUnderstanding customer behavior and ensuring a positive experience are crucial to business success. This easy-to-read guide provides everything you need to know to stay on track, from interpreting customer data and testing to understanding usability metrics and enhancing brand awareness. Dive in, and connect with your customers like never before!\u003c\/p\u003e \u003cul\u003e \u003cli\u003eSegmenting customers — apply segmenting to your customer base with a complete breakdown of the process and the advantages you’ll gain through segmenting\u003c\/li\u003e \u003cli\u003eThe customer journey — explore the entire customer journey by applying usability metrics, customer satisfaction and benchmarking studies, customer awareness measures, post-purchase analytics, and more\u003c\/li\u003e \u003cli\u003eTesting, testing, testing — find out what to measure, how to measure, ways to interpret data, and how to use A\/B testing and purchasing testing to gain valuable insight\u003c\/li\u003e \u003cli\u003eLet’s get real — apply real-world customer analytics examples from top companies to your own endeavors\u003c\/li\u003e \u003cli\u003eWhat’s in an attitude? — understand how customer attitudes influence behavior and the effectiveness of your brand\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003cb\u003eOpen the book and find:\u003c\/b\u003e\u003c\/p\u003e \u003cul\u003e \u003cli\u003eA complete overview of measuring branding and customer awareness\u003c\/li\u003e \u003cli\u003eHow to measure and track customer loyalty\u003c\/li\u003e \u003cli\u003eThe skinny on product requirements and development\u003c\/li\u003e \u003cli\u003eTips on understanding and acting on usability metrics\u003c\/li\u003e \u003cli\u003eThe lowdown on prediction and statistics in understanding customers\u003c\/li\u003e \u003cli\u003eTen customer metrics you should collect\u003c\/li\u003e \u003cli\u003eTen methods to improve the customer experience\u003c\/li\u003e \u003c\/ul\u003e","brand":"For Dummies","offers":[{"title":"Default Title","offer_id":47989016592613,"sku":"NP9781118937594","price":34.99,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118937594.jpg?v=1761782448","url":"https:\/\/k12savings.com\/es\/products\/customer-analytics-for-dummies-isbn-9781118937594","provider":"K12savings","version":"1.0","type":"link"}