Customer Experience Analytics:
How Customers can Better Guide Your Web and App Design Decisions
Foreword by Thomas H. Davenport
Coming in January 2023
Why this book? Why is Experience Analytics a mission critical skill today?
We’re all on our computers and phones for 10 hours per day. Our eyes are sore from staring at those screens. So, when we go to a website or app, and the experience is bad or bland, we’ll bail in a heartbeat.
Businesses know this. They know they must provide better digital experiences. But the problem is, that makes it mission-critical for everyone on their team to be “in the digital store” and see their customers.
Yet, despite decades of traditional digital analytics, tables and pie charts, it’s too hard to see the actual customer behind those numbers.
Experience Analytics are here to close that gap. However, most decision-makers don’t know how to use them without the help of trained analysts. That doesn’t scale anymore.
So, the purpose of this book is to close a mission-critical skill gap and enable everyone in the digital business to make everyday decisions based on Experience Analytics for websites and apps.
- Foreword by Thomas H. Davenport, Distinguished Professor, Babson College. Fellow, MIT Initiative on the Digital Economy. Author of Competing on Analytics and The AI Advantage
- Practical case studies and cheat sheets for use by everyone in the digital team across roles such as Ecommerce, Marketing, Product, Analytics, Operations.
- 25 Cheat sheets for solving digital business challenges
- 50 case studies with visual examples
- Routledge, Taylor & Francis Group
- Expected in January 2023
Published in April 2008, this book’s aim is to provide a missing key for unlocking the most anticipated marketing strategies of our days. Namely: Integrated Marketing Metrics and Methods for On and Offline Success.
Why? Because customer-centricity has become more challenging than ever!
The rise of “customer-centric marketing” (where the customer, not the product or marketing campaign, is the focus) places a premium on marketers having a deep understanding of their customers. Yet, just as companies were beginning to figure out how to turn “customer-centricity” into reality, the goal posts for achieving it have been moved further away.
For crying out loud! As if it had been easy earlier! What is to blame for the new hurdle?
It is the multichannel revolution, i.e. the constant birth of new avenues for interacting with companies and their marketing messages, especially online. While many marketers are still stunned with the plethora of new channels that have sprung up in recent years, customers have long since integrated them into their relationships. Therefore, customer-centricity now asks of marketers the ability to understand customer relationships that span online and offline channels.
Multichannel metrics are the missing key for overcoming the Online-Offline chasm
Without overcoming the chasm between multiple channels, marketers cannot understand true ROI of their marketing initiatives, will miss opportunities for improving their results, and will certainly fail to achieve customer-centricity. This book aims to provide the key for overcoming the chasm, namely practical methods for integrating marketing metrics and actions across online and offline channels.