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Customer Analytics For Dummies

ISBN: 978-1-118-93759-4
Paperback
336 pages
February 2015
US $29.99 Add to Cart
Other Available Formats: E-book

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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