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Analytics Use Case: Product adoption and usage analytics

Overview
Understanding how users are using and adopting your application is obviously a critical piece of information that can help the customer success organization understand where to invest resources on onboarding, training and documentation.

If a part of the product is infrequently used by customers, the team may decide to put emphasis on it during product-training in order to increase adoption. Conversely, it may actually make more sense to package it as an “advance” use case and keep the main onboarding path focused on the common features customers are having success with. The answer obviously depends on product nature and customer-success philosophy, but require clear data in order to formulate, measure and iterate on.

Similarly, product usage analytics is useful for the product-management team, as it helps them identify which parts of the product are working well and which require investment (or divestment). To make the data actionable, the ability to segment it to Cohorts to get a clear understanding of which customers are using what is critical.

The details of usage analysis are very specific to each Totango implementation, but all follow a similar process:

  • Create Totango Account Lists for every product behavior you wish to review
  • Create a report to combine all together to view trends
  • Add Breakdowns to the report to segment the customer base into relevant cohort

Example -- Tracking adoption of different product versions

Three months ago we released a new major version of our web-application, with a stated goal of driving adoption to 80%+ across the entire customer base. 

We’d like to understand where we are at in terms of adoptions of the new version (vs. customers that are still using the previous one).

We would like to segment results based on different customer tiers (Basic, Premium & Enterprise) to see if adoption has been better in one segment vs. another and identify where we need to focus our energy to drive further adoption

We’d also like to track the performance of the two version across sign-up cohorts, so we can see if momentum is picking up on new customers vs. older ones

Creating a basic report 

Start by creating a List to represent each segment you would like to report on. In this example, we assume a different Totango Modules are used for usage of the new and old version respectively.

Then create a Report to track adoption across the account base. In the example below, we also added a segment for “All customers” to help visualize the target goal (100% adoption of the new version)

Breakdowns and Cohorts

We can add Breakdowns based on any attribute captured in Totango to tell us more on how the customer base breaks-down according to attribute values. For example, by adding the Status attribute as a breakdown we can identify which customer-types are laggards in adoption:

 

Another common view into data is looking at customer signup date (the Create Date attribute on Totango) to perform basic cohort analysis. This help shine a light on behavior differences between newer classes of customers vs older ones.

 

 

 

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