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Jingdong book

一本书读懂大数据客户分析

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一本书读懂大数据客户分析

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1.通过阅读本书,您将收获对客户购物历程定量分析极具价值的方法,从而了解客户对某一产品或服务体验的整个过程。除此之外,您还将收获改进客户对某一产品、服务体验的方法和度量标准。
2.书中穿插了许多公司企业的实例。通过它们,读者可以更好地了解如何收集、分析数据并将其用于改善客户体验。
Content Description

企业的长期生存能力是指通过持续地满足和**客户的生理和心理需求来吸引顾客。阅读本书,你将学会如何全面改善客户体验,如何收集、测量以及解读客户数据,如何使用数据创建良好的客户关系,如何实现向数据导向的客户体验转变。
Author Description

宫鑫:射手学院创始人,搜索引擎营销专家,曾任百度认证负责人,品众互动首席优化师。著有《Google广告优化与工具》;主持编写《百度推广-搜索营销新视角》、《点金时刻-搜索营销实战前沿》;译著十余本。

段晓茜:英语语言文学硕士,任职于青岛科技大学外国语学院英语系。参与《亚洲的大学:历史与未来》、《西方文明史》及《儒家思想在西方的翻译与传播》的翻译及编写工作,长期担任《飞碟探索》杂志的文字翻译工作。

郑智超:北京信通网赢科技发展有限公司市场部高级研究员,负责中国与海外地区企业通信产品的市场营销研究,尤其对国际400和国际tollfree产品的市场策略有诸多研究成果。
Catalogue

前言
关于本书
“可笑的”假设
本书使用的图标
本书之外
本书宗旨
第1部分:客户分析入门
第1章客户分析简介

什么是客户分析?
客户分析能带给我们什么?
运用客户分析
汇编大数据与小数据
第2章度量标准的科学与艺术

累加定量数据
离散数据与持续数据
数据级别
变量
量化定性数据
确定所需样本大小
估算置信区间
计算 95%置信区间
确定收集哪些数据
使用正确的衡量方法
第3章筹划客户分析计划

客户分析计划概述
定义范围和结果
确定衡量标准、方法和工具
制定预算
确定正确的样本大小
分析与改进
控制结果
第2部分:甄别你的客户
第4章细分客户

为什么细分客户
细分客户的五个“W”
Who——细分对象的身份特征
Where——地点
What——内容
When——时间
Why——原因
How——方法
分析数据,细分客户
第一步:数据制表
第二步:制作交叉表
第三步:聚类分析
第四步:估计每个客户细分的大小
第五步:估计每个客户细分的价值
第5章创建客户档案

客户档案的重要性
管理客户档案
利用客户数据建立更多的客户档案
第一步:收集合适的数据
第二步:划分数据
第三步:确定和完善客户档案
利用客户档案解答问题
第6章确定客户终生价值

客户终生价值的重要性
应用客户终生价值
计算终生价值
估算收益
计算客户终生价值
识别黄金客户
向黄金客户营销
第3部分:客户购买历程解析
第7章绘制客户浏览轨迹图

利用传统型营销漏斗
什么是客户浏览轨迹图?
定义客户浏览轨迹
查找数据
描绘客户浏览轨迹
使客户浏览轨迹图发挥更大作用
第8章确定品牌意识和态度

衡量品牌意识
独立意识
辅助意识
衡量产品或服务知识
衡量品牌态度
识别品牌支柱
检验品牌亲和度
衡量使用情况与使用意向
查明以往的使用情况
衡量未来的使用意向
理解态度的关键动因
构建品牌评估调查
第9章衡量客户态度

测量客户满意度
大体满意度
态度vs满意度
使用系统可用性量表(SUS)和标准化用户体验百分秩问卷(SUS-Q)划分可用性等级
系统可用性量表
标准化用户体验百分秩问卷 (SUPR-Q)
使用单一易用性问题(SEQ)测量任务难度
为品牌喜爱度打分
发现客户期待:渴望度与奢侈度
渴望度
奢侈度
测量态度提升度
了解客户偏好
发现客户态度的关键动因
编写有效的客户态度问题
第10章量化考虑阶段和购买阶段

确定考虑的触点
公司驱动触点
客户驱动触点
测量客户驱动触点
测量公司驱动触点的三个 R
Reach(传递)
Resonance(共鸣)
Reaction(反应)
衡量共鸣和反应
跟踪转化和购买
跟踪微转化
创造微转化机遇
设置转化跟踪
测量转化率
通过A/B测试测量转变
离线A/B测试
在线A/B测试
测试多个变量
充分利用网站分析数据
第11章跟踪购后行为

处理认知失调
减轻认知失调
从认知失调到心满意足
跟踪退货率
测量购后触点
探究购后触点
评估购后满意度水平
利用“呼叫中心分析”找出问题
使用因果分析图找出根源
创建因果分析图
第12章衡量客户忠实度

衡量客户忠实度
回购率
净推荐值
不良利润
找出忠实度的关键动因
珍惜正面口碑
重视负面口碑
第4部分:用数据分析产品开发
第13章开发客户所需产品

集中投入产品功能
发现客户首要任务
列出任务清单
发现客户
选择五项任务
绘图和分析
采取内部视角看问题
进行差距分析
将企业需求反映到客户需求
确定客户所需
倾听客户的声音
倾听企业的声音
建立客户与企业之间的联系
生成优先事项
审视优先事项
利用卡诺模型测量客户愉悦度
评估功能组合的价值
查明问题产生的原因
第14章通过可用性研究获得卓见

什么是可用性原则
进行可用性测试
确定测试内容
确认目标
概述任务场景
招募用户
测试用户
收集指标
数据编码与分析
汇总与呈现结果
考虑不同类型的可用性测试
查找和报告可用性问题
促进可用性研究
第15章衡量商品搜寻能力与导航功能

确定搜寻能力区域
确定客户所需
搜寻能力测试准备
找到基准线
设计测试
制定测量搜寻能力指标
开展搜寻能力测试
确定样本大小
招募用户
分析结果
提高搜寻能力
交联产品
重组类别
改写任务
修改后再次测试搜寻能力
第16章坚守客户分析的伦理

获得知情许可
Facebook
OKCupid
Amazon 与 Orbitz
Mint.com
决定实验
第5部分:客户分析4个“十”
第17章需要牢记的十个客户度量标准
第18章改进客户体验的十种方法
第19章十种常见的分析错误
第20章识别客户需求的十种方法
附录:用客户分析进行预测
寻找相似点和关联性
显现关联性
量化关系的强度
二元变量间的关联
确定因果关系
随机进行的实验研究
准实验设计
相关性研究
单一实验对象研究
轶闻
利用回归分析进行预测
利用回归线进行预测
在 Excel 中创建回归方程
多元回归分析
利用二进制数据进行预测
时间序列分析预测发展趋势
指数 (非线性) 增长
培训期和验证期
检测差异性

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