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An unprecedented guide to user experience (UX) analytics, this book closes a mission-critical skill gap and enables business professionals in a digital-first world to make smart, effective, and quick decisions based on experience analytics.
Despite two decades of web metrics, customer experience has largely remained a black box. UX analytics tools help businesses to see themselves and their customers with a new lens, but decision-makers have had to depend on skilled analysts to interpret data from these tools, causing delays and confusion. No more: this book shows a wide range of professionals how to use UX analytics to improve the customer experience and increase revenue, and teaches the C-SUITE method for applying UX analytics to any digital optimization challenge. It provides 50 case studies and 30 cheat sheets to make this a daily reference, and includes ten mindmaps, one for each role discussed, from senior leaders to product managers to e-commerce specialists.
Managers across industries will regularly consult this book to help them guide their teams, and entry- to mid-level professionals in marketing, e-commerce, sales, product management, and more will turn to these pages to improve their websites and apps.
List of contents
Introduction: The Experience Imperative. PART I ... Experience Analytics Essentials for Closing Blinspots and Connecting the Dots A Fresh Pair of Eyes are Needed to See Your Digital Business Today. 1. What Ingredients Make for a Good Experience? 2. Where are the Blindspots in the Traditional Digital Intelligence Ecosystem? 3. A Map of Digital Experience Analytics and Metrics. 4. Connect the Dots Between Experience and the Digital Intelligence Ecosystem. PART II ... Solve Everyday Business Challenges Faster with Experience Analytics Train Your New Pair of Eyes on Your Digital Business. 5. Solve Common Challenges at the Top of the Funnel. 6. Solve Common Challenges at the Middle of the Funnel. 7. Solve Common Challenges at the Bottom of the Funnel. 8. Solve Common Challenges at the Flip Side of the Funnel. 9. Solve Challenges Across the Entire Customer Journey. PART III ... See Into The Future with Experience Analytics. 10. Target and Personalize Marketing Experiences Based on Digital Body Language. 11. Extend Experience Analytics to New Channels.
About the author
Akin Arikan has over 20 years of experience working with customers in the field of digital intelligence and is an award-winning industry speaker, a published author on multichannel marketing, a frequent contributor to magazines, and a blogger. Akin is a director of product at Contentsquare, a popular customer experience analytics and optimization solution, and a guest lecturer on the first-of-its-kind Cross-Channel Management certificate program at the University of St. Gallen.
Summary
An unprecedented guide to user experience (UX) analytics, this book closes a mission-critical skill gap and enables business professionals in a digital-first world to make smart, effective, and quick decisions based on experience analytics.
