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.

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.

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.

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...