Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Bridging the gap between Customer
Engagement and User Metrics
Customer Engagement
Customer engagement (CE) is the engagement of customers with one
another, with a company or a brand. T...
Customer Engagement
Customer 2 Customer
Customer 2 Brand
Brand 2 Customer
The BRAND
User Metrics
Standards of
measurement by which
efficiency, performance,
progress, or quality of a
plan, process, or
produc...
User Metrics Can Differ From Business To
Business
• They aren’t like traditional business or accounting metrics (profit,
l...
Here’s an example…
• In 2010 there was a location
based App call Burbn
• It had features such as the
ability to check in t...
An Example of marrying Customer
Engagement and User Metrics
• It pivoted to just focus on its photo sharing ability
• And ...
• 200,000 Users
• 1 Million posts per month
• 20+ forum sections
• Volunteer Team
Google Analytics only
gives half the story..
• Frequency & Recency of visit
• Referring sources
What User Metrics are
important in this scenario?
• Number of posts per forum section on
a weekly / monthly basis
• List o...
Identify & Engage Influencers &
Evangelists
• Capture of relevant product feedback
& ideas
• Enabled individual Brand-Cons...
• B2B software platform
• CRM powered by Salesforce
• On-boarding program
• Knowledge Base
Base User Metrics
• Number of Knowledge Base logins per
User
• Number of Platform logins per User
• Frequency & Recency of...
What User Metrics are
important in this scenario?
• List of specific content viewed in
Knowledge Base by User
• Number of ...
Improved Trial Conversions
• Improved On-Boarding process
• Dedicated/Tailored training and support
per User
• Mobile App for Conference
Calls
• UK Tech Start-up
• B2B Focus
Base User Metrics
• Number of downloads, number of
Users
• Number of calls made
• Average length of calls
What User Metrics are
important in this scenario?
• Users who made the most calls
• Users who made no calls
• Call type (n...
Improved Value Proposition
• Improved On-Boarding process &
tutorials
• Improved corporate adoption
User Metrics in your business
Confirmthe top 3
factors or stages involved in
securing and renewing
business (e.g. free tri...
Philip Wride
CEO, Cheesecake Digital
phil@cheesecakedigital.com
www.cheesecakedigital.com
Upcoming SlideShare
Loading in …5
×

Bridging the gap between Customer Engagement and User Metrics

246 views

Published on

The slide presentation from a short talk at the CIM event in Dubai on September 29th 2015.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Bridging the gap between Customer Engagement and User Metrics

  1. 1. Bridging the gap between Customer Engagement and User Metrics
  2. 2. Customer Engagement Customer engagement (CE) is the engagement of customers with one another, with a company or a brand. The initiative for engagement can be either consumer- or company-led and the medium of engagement can be on or offline. -- Thanks Wikipedia!
  3. 3. Customer Engagement Customer 2 Customer Customer 2 Brand Brand 2 Customer The BRAND
  4. 4. User Metrics Standards of measurement by which efficiency, performance, progress, or quality of a plan, process, or product can be assessed.
  5. 5. User Metrics Can Differ From Business To Business • They aren’t like traditional business or accounting metrics (profit, loss, EBITDA etc) • You can get bogged down looking at the wrong metrics… • There isn’t one “holy grail” User Metric for all businesses -- User Metrics can help you understand and validate what is happening in your business.
  6. 6. Here’s an example… • In 2010 there was a location based App call Burbn • It had features such as the ability to check in to locations, take photos and tag your location • It secured $500,000 Seed Funding What happened next?
  7. 7. An Example of marrying Customer Engagement and User Metrics • It pivoted to just focus on its photo sharing ability • And sold to Facebook for $1 Billion -- Instagram
  8. 8. • 200,000 Users • 1 Million posts per month • 20+ forum sections • Volunteer Team
  9. 9. Google Analytics only gives half the story.. • Frequency & Recency of visit • Referring sources
  10. 10. What User Metrics are important in this scenario? • Number of posts per forum section on a weekly / monthly basis • List of Top 10 Users by posts contributed • List of Top 10 Users by posts contributed by forum section
  11. 11. Identify & Engage Influencers & Evangelists • Capture of relevant product feedback & ideas • Enabled individual Brand-Consumer relationships to be built
  12. 12. • B2B software platform • CRM powered by Salesforce • On-boarding program • Knowledge Base
  13. 13. Base User Metrics • Number of Knowledge Base logins per User • Number of Platform logins per User • Frequency & Recency of visits
  14. 14. What User Metrics are important in this scenario? • List of specific content viewed in Knowledge Base by User • Number of times each piece of content was viewed • The most frequently viewed pieces of content
  15. 15. Improved Trial Conversions • Improved On-Boarding process • Dedicated/Tailored training and support per User
  16. 16. • Mobile App for Conference Calls • UK Tech Start-up • B2B Focus
  17. 17. Base User Metrics • Number of downloads, number of Users • Number of calls made • Average length of calls
  18. 18. What User Metrics are important in this scenario? • Users who made the most calls • Users who made no calls • Call type (national vs. international)
  19. 19. Improved Value Proposition • Improved On-Boarding process & tutorials • Improved corporate adoption
  20. 20. User Metrics in your business Confirmthe top 3 factors or stages involved in securing and renewing business (e.g. free trial, sales demo, off-book charges) IdentifyUser Metrics for each of these factors (e.g. off- book charges the User Metric may be the number of creative requests per month) Monitorthose metrics over a 3-6 month period, analyse and then refine your business activities. Rinse and Repeat.
  21. 21. Philip Wride CEO, Cheesecake Digital phil@cheesecakedigital.com www.cheesecakedigital.com

×