Analytics

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Want to know what customers are likely to do? You're not alone. Most organizations would love to predict their customers' next action or attitude. Unfortunately, there isn't an analytics crystal ball that provides a clear and accurate picture of the future.  Instead, we have to rely on the much murkier reality of past data to predict the future. And while the past is no guarantee

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At our company, we collect and examine a lot of data from various studies: usability tests, branding studies, customer-segmentation analyses, and so on. While you always can't control the quality of the responses, or the questions asked to participants, you can make the most with the data you receive by using these six techniques the next time you analyze data. 1. Discard bad data first

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Know your customer. It's a marketing maxim. But it's not just something that the marketing team should worry about. It's something that affects the entire company, from sales to product development to support. A customer or market segment is the name for the grouping of customers that share certain characteristics. Understanding your customers--their similarities, their differences--is one of the most fundamental and important steps in

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While they may be called customers, users, buyers, or even guests, they are all people. Organizations quantify, classify, categorize and track people well before they've even made a purchase and throughout their customer lifetime. These analytics provide a constant stream of data that should improve the decision making process. To get a better understanding of problems and opportunities for your customers, you'll want to collect

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