際際滷

際際滷Share a Scribd company logo

Bridging the gap between Customer Engagement and User Metrics

Download as PPTX, PDF
P
PWride

This document discusses bridging the gap between customer engagement and user metrics. It defines customer engagement as interaction between customers and a company/brand. User metrics are standards used to measure efficiency, performance, progress or quality. User metrics differ between businesses and aren't always traditional accounting metrics. The document provides examples of how a photo sharing app and forum site could use user metrics like number of posts and top contributors to improve customer engagement. It emphasizes identifying influencers and capturing feedback. Overall, the document promotes using specific user metrics tailored to a business to monitor engagement and refine activities over time.

1 of 21
Download to read offline
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 arent like traditional business or accounting metrics (profit, loss, EBITDA etc) You can get bogged down looking at the wrong metrics There isnt one holy grail User Metric for all businesses -- User Metrics can help you understand and validate what is happening in your business.
Heres 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

More Related Content

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 arent like traditional business or accounting metrics (profit, loss, EBITDA etc) You can get bogged down looking at the wrong metrics There isnt one holy grail User Metric for all businesses -- User Metrics can help you understand and validate what is happening in your business.
  • 6. Heres 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