This document discusses the importance of using actionable analytics and customer analytics rather than vanity metrics. It argues that vanity metrics only make a business feel good but do not help a business grow. Customer analytics track the entire customer lifecycle and allow businesses to get data on specific customers that is easy to take action on. The document provides examples of questions customer analytics can answer and how the data can be used, such as determining which referral sources or markets acquire the most valuable customers. It emphasizes that customer analytics help businesses learn faster through continuous improvement and a data-informed approach.
18. KISSmetrics Customer Analytics
Very Simple Person-Based API
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Person Event Property
Who the data is about What they did Attributes