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.

211 Message Like a Ninja - In-App Engagement with Anonymous Data (Keith Fenech)


Published on

ProductCamp Boston - May 12, 2018

Published in: Marketing
  • Be the first to comment

211 Message Like a Ninja - In-App Engagement with Anonymous Data (Keith Fenech)

  1. 1. Message Like a Ninja Powerful In-App Engagement with Anonymous Data ProductCamp Boston – May 12, 2018 Keith Fenech VP, Software Analytics Dan Barrett Customer Success
  2. 2. #SoftwareUsageAnalytics Agenda •Who is Revulytics? •When & Why to Engage with Users •Context is King: Data-Driven In-App Messages •Anonymity in a GDPR World •Timing & Message Delivery Options •Best Practices •Q&A 2
  3. 3. #SoftwareUsageAnalytics About Revulytics Compliance Analytics • Identify and quantify software use and misuse • Create actionable intelligence • Turn intelligence into direct revenue Usage Analytics • Track and analyze product usage • Increase customer acquisition and retention • Generate revenue with better products 3 • Recognized as 2017 Gartner Cool Vendor • More than 100 customers including Fortune 500 companies • Technology deployed to over 72M machines across the globe • Our data has supported more than $2.1 billion in new license revenue since 2010
  4. 4. #SoftwareUsageAnalytics When to Engage with Users 4 Source: Gartner
  5. 5. #SoftwareUsageAnalytics Why Engage with Users • Offer pre-sales assistance during evaluation • Increase or accelerate conversions • Educate on how to use product/features and increase ROI • Upsell features or cross-sell other products/services • Expiry reminder and renewal assistance • Maintenance: Inform of new versions/updates • Support & Educate: Alert on issues directly concerning user – Bug fixes, sunset features, platform support, feature updates • Collect Feedback – Survey, net promoter score, feature requests, suggestions 5
  6. 6. #SoftwareUsageAnalytics Stages of User Engagement 6 Installation Trial Phase Education Onboarding Conversion Retention Up-Sell Cross-Sell Feedback Renewal Version 4.0 is now available! Learn more. BETA FEEDBACK: Let us know what you think! Training Video: Discover Feature XYZ Survey: How can we improve this feature? You are a Power User. Upgrade to Pro Edition to unlock Reporting License expiring soon. Renew now and save! Trial Ending: Buy Now: 20% off
  7. 7. #SoftwareUsageAnalytics Context is King 7 • Google ads added relevance to online advertising • Amazon recommendation engine • What was wrong with Clippy? • People expect in-context engagement
  8. 8. #SoftwareUsageAnalytics How Usage Intelligence Feeds In-App Messaging • Usage Intelligence helps – Monitor state of your application – Build persona/machine profile – Track actions and behavior – Trends and predictions • In-app messaging criteria based on Usage Intelligence metrics – Perfect Timing – Contextually Relevant • Create messages that resonate 8
  9. 9. #SoftwareUsageAnalytics Data-Driven In-App Messaging for Onboarding 9 Downloaded Trial From 3D Rendering Landing Page Downloaded Trial From 3D Rendering Landing Page After 8 Hours of Evaluation No Use of 3D Rendering After 8 Hours of Evaluation No Use of 3D Rendering Thank you for trying SuperModeler! Have you explored 3D Rendering yet? Try Now Tutorial
  10. 10. #SoftwareUsageAnalytics 10 Privacy?
  11. 11. #SoftwareUsageAnalytics Anonymous Data and GDPR • What is GDPR and what is considered anonymous vs personal? – IP address, user identifiable data, etc. – Obtaining consent (opt-in/opt-out) • How useful are anonymous usage intelligence metrics anyway? • Exceptions: When you might want to collect personal information – License compliance – Account based usage monitoring 11
  12. 12. #SoftwareUsageAnalytics Timing of In-App Messages • Time Based – # days since install, # hours of runtime • Event Based – # runtime sessions, stage of evaluation, on license change • Usage/Behavior Based – Monitor product/feature usage and trigger based on these criteria 12
  13. 13. #SoftwareUsageAnalytics 13 How do I avoid breaking the flow?
  14. 14. #SoftwareUsageAnalytics Types of Messages • Aggressive pop-up window • Discreet system tray/balloon notification • Notification icon in the menu • Passive news area embedded in your application UI 14
  15. 15. EXAMPLES 15
  16. 16. #SoftwareUsageAnalytics • No hardcoding – context-based delivery • Survey delivered once user meets product usage/engagement criteria Example: Collect Qualitative Feedback 16 1 2 3 4 5
  17. 17. #SoftwareUsageAnalytics Example: Accelerate Adoption 17 • Staged messaging • From discreet to more aggressive
  18. 18. #SoftwareUsageAnalytics 18 How do I educate users about my product?
  19. 19. #SoftwareUsageAnalytics Example: Encourage Feature Usage/Discovery 19
  20. 20. #SoftwareUsageAnalytics 20 How does in-app compare to Email?
  21. 21. #SoftwareUsageAnalytics Comparison to Email 21 • 100% visibility • Perfect timing • User’s attention 1.5x Increase in product upgrades 9.7x Increase in click rate 4.5x Increase in webinar attendance • No spam or lost messages • Contextual relevance • Behavior-based campaign Note: Email and in-app messages can be complementary solutions, not mutually exclusive Data-Driven In-App Messaging Offers:
  22. 22. #SoftwareUsageAnalytics Best Practices • Personalized based on user segments/profiles • Actionable language with a clear CTA • Timing is everything – Trigger based on user activity, not only time since download/install • A/B test and measure response – CTA wording, message length, frequency – Observe user behavior, learn, iterate • Closed loop system – Usage analytics feeds in-app messaging – Messaging campaigns provide additional data 22
  23. 23. #SoftwareUsageAnalytics Summary 23 •Reasons to engage with your software users •Increasing effectiveness of in-application messaging – Timing – Context – Variety of visual notifications •Applicability of anonymous usage metrics •Best Practices for in-app message campaigns
  24. 24. #SoftwareUsageAnalytics Questions • Thank you for joining us – visit our table to learn more! • Join 100k+ PMs in the Networking Product Management LinkedIn group • Sign up for a free trial at • Download our free ebooks and whitepapers