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Bridging the gap between Customer Engagement and User Metrics
- 1. Bridging the gap between Customer Engagement and User Metrics
- 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. Customer Engagement Customer 2 Customer Customer 2 Brand Brand 2 Customer The BRAND
- 4. User Metrics Standards of measurement by which efficiency, performance, progress, or quality of a plan, process, or product can be assessed.
- 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. 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. 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. • 200,000 Users • 1 Million posts per month • 20+ forum sections • Volunteer Team
- 9. Google Analytics only gives half the story.. • Frequency & Recency of visit • Referring sources
- 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. Identify & Engage Influencers & Evangelists • Capture of relevant product feedback & ideas • Enabled individual Brand-Consumer relationships to be built
- 12. • B2B software platform • CRM powered by Salesforce • On-boarding program • Knowledge Base
- 13. Base User Metrics • Number of Knowledge Base logins per User • Number of Platform logins per User • Frequency & Recency of visits
- 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. Improved Trial Conversions • Improved On-Boarding process • Dedicated/Tailored training and support per User
- 16. • Mobile App for Conference Calls • UK Tech Start-up • B2B Focus
- 17. Base User Metrics • Number of downloads, number of Users • Number of calls made • Average length of calls
- 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. Improved Value Proposition • Improved On-Boarding process & tutorials • Improved corporate adoption
- 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. Philip Wride CEO, Cheesecake Digital phil@cheesecakedigital.com www.cheesecakedigital.com