What is customer analytics?
Customer analytics is the process of collecting and analyzing data about customers, including behavior, purchases, product usage, support interactions and feedback, to understand what they need and predict what they will do, so companies can improve products, service, marketing and retention.
Types
| Type | Question |
|---|---|
| Descriptive | What happened? |
| Diagnostic | Why did it happen? |
| Predictive | What will happen? |
| Prescriptive | What should we do? |
Example uses
Churn prediction, segmentation, product adoption, support drivers and lifetime value.
Data sources
CRM, product analytics, support tickets, surveys and billing. Connecting them gives a full picture.
