Customer Analytics for Dummies - (For Dummies) by Jeff Sauro (Paperback)

About the Book

Ensuring your customers are having positive experiences with your company at all levels is crucial to the success of your business. Sauro 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.

Book Synopsis

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.

From the Back Cover

Learn to:

• 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

Understand customers, enhance branding, and drive sales with customer analytics

Understanding 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!

• Segmenting customers -- apply segmenting to your customer base with a complete breakdown of the process and the advantages you'll gain through segmenting
• The customer journey -- explore the entire customer journey by applying usability metrics, customer satisfaction and benchmarking studies, customer awareness measures, post-purchase analytics, and more
• Testing, 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
• Let's get real -- apply real-world customer analytics examples from top companies to your own endeavors
• What's in an attitude? -- understand how customer attitudes influence behavior and the effectiveness of your brand

Open the book and find:

• A complete overview of measuring branding and customer awareness
• How to measure and track customer loyalty
• The skinny on product requirements and development
• Tips on understanding and acting on usability metrics
• The lowdown on prediction and statistics in understanding customers
• Ten customer metrics you should collect
• Ten methods to improve the customer experience

About the Author

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.