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Announcing Lifecycle Analytics
Those of you who are already Performable users may know that we release code every day, responding to feature requests and other customer feedback. Every so often though, we push a release that is major enough that we feel it’s worth blogging about, to discuss and highlight the changes as well as to solicit your feedback!
We released just such a major update this morning, so here is some information about what we’ve added and changed.
New Dashboard
You will notice that the Dashboard in Performable is completely different. We found that users coming to the Dashboard really were trying to quickly get to the one thing in the app that they wanted to act on, manage, or view; the new Dashboard puts all the major components of the (quickly-growing) application at your fingertips. You will also notice trend graphs (sparklines) for not just all Lifecycle Analytics event reports, but also for all of the Landing Pages you are hosting with the Performable Marketing CMS. We’ve also added quick links to major in-app actions, including account and analytics settings, as well as create event and create landing page actions. Additionally we are making efforts to be more detailed in our communication about both feature releases as well as additions to our documentation resource center and to this end we’ve included direct links to relevant posts and docs.
New Lifecycle Analytics Reports
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” - John Wanamaker, US department store merchant, 1838 - 1922
This is where it gets interesting. Over the coming days and weeks we will blog about our thoughts on the customer lifecycle, and how conventional analytics tools fall painfully short in measuring its stages and dynamics, and in providing marketers valuable, actionable insights. The main questions we are focused on answering right now are:
- Where did converting (event-completing) users first come from?
- How long does it take for users to convert? 24 hours? A week? A month? More than a month?
- What triggers users to convert?
- What raises the likelihood of eventual conversion?
These are very different questions from those that conventional analytics tools attempt to answer! This is an age where new, highly engaged and motivated users are coming to your website and brand from social media, mobile applications, and a variety of other increasingly popular and poorly-measured sources. Who are these people? What did it cost to start a conversation with them? How is that conversation going? What is working and what isn’t?
In short, what we’re focused on is giving you the information for you to invest wisely and act with maximum power to improve your bottom line.
2011 is going to be a great year for your business, and we hope this release will be a major step forward for you, to better help you track and enhance the long-term relationships you foster with your users.
As Seth Godin says, it’s time to “Turn strangers into friends, and friends into customers.”
