A trait shared by the world’s most successful companies is a deep understanding of their customers. Truly customer-centric companies excel because they know what matters most to their target audience, which directly translates into revenue and brand success. They build products that efficiently attract, grow, and retain customers.
Quantifying customer behavior is crucial for product teams. Which features will move the needle for customers and, consequently, boost business outcomes?
Additionally, customer behavior provides legitimacy for internal KPIs and system design constraints. Being truly customer-centric, however, is challenging.
A big hurdle is obtaining data that represents customers reliably enough to base business-critical decisions on. Customer-centric data gained from traditional qualitative and quantitative approaches is all too often partial, inconclusive, and arrives too late to be of use, resulting in lost development cycles chasing down the exact functionality required to delight customers.
Conviva Data Feeds address this issue, providing the data companies need to become truly customer centric. This enhancement to the Conviva platform provides a direct link with your customers, enabling you to understand their behavior and engagement patterns — at scale, in real time, and cost effectively .
Introducing Conviva Data Feeds
Data Feeds register every interaction each of your customers makes on your app or website, capturing how long they stay engaged, the actions they perform, and the experience they received—from the first to the last step in their user journey. This data natively fuels the Conviva platform.
Conviva makes it easy to export data to our customers’ preferred data lake or analytics solution. Product and engineering teams unlock customer behavior, and use the insights gained to reduce churn and increase sales.
Here are some details about what’s included in Conviva Data Feeds:
- Each row in a Data Feed describes one customer session, detailing their engagement in your app or on your website. Engagement outlines what happened to the customer:
- Did they stay on your app?
- Did they make the purchase?
- Did they return?
- Data Feeds include “quality of experience” metrics that explain why the customer interacted as they did. Did they achieve their goal in a timely manner, free from defects?
- Data Feeds include system performance data that reveals how proprietary and third-party services affect the customer’s experience. This includes API calls, page load times, and network response codes. By pinpointing each technical component’s impact on customer experience, these insights are more actionable than data from traditional product analytics solutions. As a result, you can instantly see how customer behavior shifts in response to a service improvement or the introduction of a new feature.
How Data Feeds Deliver Value for Product and Engineering Teams
Conviva Data Feeds enable you to unlock your users’ behavior by determining which quality of experience metrics have the biggest impact on user engagement. Exploring causation between each facet of an experience shows the extent customers care about steps in the user journey, such as login time, search efficacy, or the range of payment options offered.
To get you started quickly, Conviva provides 38 metrics out of the box, which comprehensively track engagement, experience, and underlying system performance. Additionally, our no-code Pulse UI makes it easy for you to create and refine custom metrics to have the largest impact on your specific business goals without waiting for an app release . Uniquely, Conviva calculates these metrics using its proprietary Time-State Technology, which determines the amount of time customers are spending at any state in your app or website as they progress through the user journey. This contrasts with traditional time-series approaches that can only produce simple tallies or conversions, which are insufficient to capture true customer experience.
Data Feeds also provide 48 customer-centric dimensions, or attributes, covering the customer’s location, device, and network. These dimensions enable you to dissect your audience into smaller groups or cohorts for finer-grain analysis. As an example, dimensions enable you to easily compare how app launch time impacts customers’ propensity to purchase, and how this varies on large versus small screen devices, or across different geographies.
Measure and compare engagement across geographies, devices, operating systems, app versions, or any combination of dimensions to determine how churn decreases or increases as service reliability is improved.
Making Customer-Centric Calls with the Conviva Quality Cycle :
- Determine the impact on engagement from each percentage point change in the quality of experience metric to quantify the financial potential of new features or optimizations.
- Optimize an experience metric by selecting the system performance metrics that cause the most impact.
- Get improvements prioritized on the roadmap by calculating the financial opportunity from the expected delta on the experience metric.
- Once launched, observe the customer benefit of the feature in real time, refining your customer behavior model as needed.
Getting Started with Data Feeds
Step 1. Select the type of Data Feed you want to receive , including the fields you wish to export, the frequency of delivery, and the target location . We can deliver to an FTP location or directly to Amazon Web Services or Google Cloud Services to kick start your ingest workflow.
Step 2. Once the data has arrived in your data warehouse or data lake, it can be enriched by joining it with existing data sources. For example: backend delivery data to assist with root-cause analysis or CRM data for extended user analysis.
Step 3. Correlations and causal analysis provide an easy route to understand your customer as well as highlight specific parts of your platform that can be improved to reach your target business goals. The data can also drive internal business dashboards and feed recommendation engines.
Data Feed Use Cases
Conviva Data Feeds are ideal for a wide range of use cases, including the following:
Gauge customer sentiment and optimize retention
- Join Conviva Data Feeds with your CRM, customer contact, and app ratings data.
- Determine factors that have the most significant influence on churn and drill down into the appropriate level of detail until you reach factors you can control.
- Trend these factors over time to assess company performance.
Optimize a key metric
- Map the relationship of each customer dimension with the target metric to understand its impact. Search across combinations of factors to fully map the landscape—for example, “How do we improve the purchase journey for mobile devices in South America?”
- From the most impactful dimensions, determine how underlying system performance affects the target metric.
- Work with engineering to produce a cost benefit analysis on how to improve these aspects, cherry picking opportunities with the most value and requiring the lowest effort.
Spotting bad actors
- Identify users who are consistently accessing the app outside their billing region by joining Conviva Data Feeds with your CRM data.
- Detect password sharers by selecting users who concurrently access the app from disparate locations.
- From the engagement data, identify users engaged in password cracking, restreaming, or other forms of cyberattacks.
Personalization
- Ingest Conviva Data Feeds into your recommendation engine to promote inventory that has not just been viewed but recently added to cart and purchased by other customers.
- Join Conviva Data Feeds with your CRM data, to create meaningful customer cohorts that can be actioned via your UI , messaging, or pricing promos. These could include breakdowns by tenure, demographics, and likes/dislikes.
- Nudge customers who are mid-journey to complete their transaction.
Quick Recap
Conviva’s Data Feeds provide a rich, compact source of data that is easy to work with and cost-effective. Conviva aggregates every aspect of each user’s interaction into a single line, allowing you to focus on high-value analysis. Additionally, Data Feeds power a range of business-critical use cases, complementing the real-time issue detection and resolution benefits covered in the Conviva Pulse UI . Data Feeds provide an invaluable route for audience and behavior analysis, including churn and engagement analysis, fraud detection, and personalization. Unlike other sources, the data is real-time and at scale. Most importantly, Conviva Data Feeds give you an unfair advantage — the power to know what your customer thinks.
Ready to transform your digital operations with Conviva?
Get started today by scheduling a demo to see how Conviva Data Feeds can help you unlock deeper insights to transform your business.