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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. The initiative for engagement can
be either consumer- or company-led and the medium of engagement
can be on or offline.
--
Thanks Wikipedia!
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
product can be
assessed.
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.
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?
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
• 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 of Top 10 Users by posts
contributed
• List of Top 10 Users by posts
contributed by forum section
Identify & Engage Influencers &
Evangelists
• Capture of relevant product feedback
& ideas
• Enabled individual Brand-Consumer
relationships to be built
• 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 visits
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
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 (national vs. international)
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 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.
Philip Wride
CEO, Cheesecake Digital
phil@cheesecakedigital.com
www.cheesecakedigital.com

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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