Product Analytics: How it can transform product/user experience


For a firm offering any sort of service to a good range of individuals, analytics is often a catalyst to reinforce its operations and reach. In the age of knowledge and analysis, companies can avail of the advantages of such technology to know the ever-changing trends of the market and its demands also. As the number of challenges grows due to globalization, all the market players are up within the race to be innovative and best with improved services at competitive prices. Amid this, the technological advents of massive data and analytics can assist them through this market shift.

Companies of all sizes, today, are realizing the worth of technology and moving towards providing a customized and customized user experience to their customers. Subsequently, the globalization trends, the expectation, and values of consumers are transforming from traditional attributes to more convenient and connected products. As advancement is pacing, companies shall focus more on creating sustainable and unique experiences that can generate accelerated customer engagements.

To drive such an impression, the services catered by a corporation should interact well with the purchasers to reinforce the merchandise also as the customer experience. Although, it is a smaller entity enveloped within the concept of customer experience that happens between a brand and thus the customer, yet product experience serves a greater role in interacting and attracting the customers on an ethical, emotional, and aesthetical basis.

Accordingly, considering it a critical element of product marketing, companies should adopt product analytics in their mainstream marketing strategies. It will help understand what precisely the customer needs. The product leaders, designers, and developers across the businesses use analytical data to guide their decisions and study the customer behavior pattern.

Gartner defined product analytics as, “a specialized application of analytical software and business intelligence (BI) that consumes service reports, product returns, warranties, customer feedback and data from embedded sensors to assist identify opportunities for product improvements, manufacturers evaluate product defects, detect patterns in usage or capacity of products, and link of these factors to customers.”

According to the research company, product analytics also can incorporate feeds from social platforms to trace complaints about products. By analyzing product data delivers in real-time, this software can proactively alert manufacturers to service and replacement needs in reactive also as preventive maintenance scenarios, and help route service requests to the right individuals or, with the assistance of machine-to-machine (M2M) technologies, perform service remotely.

Additionally, product analytics is predicated on two core functions to answer the foremost important question about users – tracking data and analyzing data. Through these, they will improve product retention, segment the foremost profitable users, decide subsequent investment, understand how customers are using their services, and reduce churn rates.

The features of the merchandise analytics tools employed by companies to uncover insights from various platforms are:

• Automatically tracking events inside the location or app

• Discovering the users and segment them on the idea of device, time, region, and behavior

• Sending notifications to customers to speak with them and send alerts to the merchandise team

• Viewing and analyzing customer journey and conversion concerning the brand and merchandise

• Testing variations and messaging or features

• Visualizing data with custom or templated reports via dashboard displays

• Measuring customer engagement by feature

However, the users aren’t quite proficient at predicting their futures but having analytics predicting for them and digging deep through surveys and user interviews to realize hyper-detailed data can lead to more profitable and informed decisions. According to McKinsey, an industry company – “Companies that use customer analytics comprehensively report outstripping their competition in terms of profit almost twice as often as companies that do not.”

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