This guide shows how to combine data science with social science to gain unprecedented insight into customer behavior, so you can change it. Joanne Rodrigues-Craig bridges the gap between predictive data science and statistical techniques that reveal why important things happen -- why customers buy more, or why they immediately leave your site -- so you can get more behaviors you want and less you don-t.
Drawing on extensive enterprise experience and deep knowledge of demographics and sociology, Rodrigues-Craig shows how to create better theories and metrics, so you can accelerate the process of gaining insight, altering behavior, and earning business value. You-ll learn how to:
- Develop complex, testable theories for understanding individual and social behavior in web products
- Think like a social scientist and contextualize individual behavior in today-s social environments
- Build more effective metrics and KPIs for any web product or system
