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· 분류 : 외국도서 > 경제경영 > 소비자행동론
· ISBN : 9781118937594
· 쪽수 : 336쪽
목차
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
