![]() “Why do customers like this feature?” or “Why don’t they understand this functionality?” Attitudinal data is data that shows a customer’s attitude toward products and services offered. That's where attitudinal data comes into play. That's odd as the why data is so important to understand why things are happening in the what data. Most companies already collect a lot of what data but only little why data. This data can then, for example, show which pages on your website drive the most traffic or which product features are frequently used. What data can be collected from sources such as analytics, commerce, marketing, sales, supply chain, customer support, et cetera. For example, “What is the user flow like on this website?” or “What products sell well?” It shows the overall behavior of customers, hence also called behavioral data. What data will tell about what is happening and give an understanding of the size it is happening in. ![]() In this article, we’ll cover what ' what' and ' why' data is, how it's beneficial to you to make better data-driven decisions, how to make the best use of the data through an XM framework and how an XM platform can bring this to the next level.Įxperience Management (XM) is the process of monitoring every interaction customers experience with a company to define data-driven insights and opportunities and continuously improve products and/or services enabled by a user-centric organization. ![]() While we’ll never be able to totally get rid of the eye patch and get a full understanding of the real world, collecting what and why data as part of the Experience Management (XM) framework is a way to get closer. However, they are unaware they are wearing blinders that don’t allow them to see the bigger picture and make more effective decisions on how to reach their goal. We like to use the metaphor of product owners sailing on the agile sea with the quest to maximize the value of the next product improvement.
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