Personas concentrate on what a user does, what frustrates him, and what makes life a bit easier. A good persona is a narrative that describes a person’s typical day and experiences, as well as skills, attitude, background, environment, and goals. Personas identify the motivations, expectations, aspirations, and behaviors common to a large segment o

The goal of the improving phase is to implement solutions that address the root causes of customers’ pain points.

To make analysis of these qualitative values easier, you can code them into dummy variables by assigning them a number

Quantitative data falls into two categories: Discrete (countable items) Continuous (measurements)

Watch users as they use your product, a competitor’s product, or just try and solve problems on their own. This is often referred to as ethnographic research or field studies. In observing, you can see things that are hard for customers to articulate.

Customer analytics largely involves turning customer actions and attitudes into data.

Customer Lifetime Revenue: The total top line revenue a customer generates over some “lifetime,” which can be days, months or years

think of metrics as “informational,” while analytics are “strategic.”

Cluster analysis: Similar to factor analysis, this statistical technique groups customers together into clusters (see Chapter 4) and identifies the best labels