Introduction of Metric Change
We are happy to add an important enhancement to Totango analytics, the ability to incorporate change filters into your active lists and reports.
This powerful feature allows you to put context around the numbers that you are tracking, which allows you to engage with these customers in smarter, more relevant and meaningful ways.
Some examples include:
- Receive a notification when a customer engagement score declines by more than 50% in the last 14 days.
- Generate a report of newly upgraded customers, for example, those who have upgraded from free to paid in the last 90 days.
- Track and pro-actively reach out to customers whose license utilization drops by 90% in 2 weeks, which could be an indicator that your customer may be moving to a competitor.
The feature adds filtering capabilities:
- Status change
- Status type change
- Engagement score increases or decreases
- Engagement score changed up to a certain value
- License utilization increases or decreases
- License utilization changed up to a certain value
- Number of active users increases or decreases
- Number of active users changed up to a certain value
And suggested filters:
- Rising usage
- Growing adoption
- Declining adoption
- Recently acquired
- Recently converted
- Recently churned
- Recently expired trials
This article will guide you step by step to use the change feature which will help you find the customers that need your attention.
There are many use cases for change, here are some examples:
- Analyze increased or decreased customer usage
- Track and evaluate customers who have shown signs of a drop in license utilization – early notification of these signs can lead to retain this customer
- Determine what percentage of customers are using your product in a stable vs erratic way
- Analyze the daily number of free-trial and paying customers that upgrade or cancel their accounts over a period of time
Below you can find step by step instructions to implement three of the most popular use cases of change feature:
Get a notification when a customer engagement score decreased by more than 50% in the last 14 days.
How to implement: first you need to create an active list and then create the email notification based on this active list.
Step 1: create a new active list, and add a filter on engagement score decreased by 50% (the >= sign means the result is greater than or equal to the value) in the last 14 days. Save the active list.
Please note: once the percent change column was added to the filter, it is automatically added to the active list columns.
Step 2: create a notification as an active list trigger, choose notify by email, and type in the email address. Note that trigger is enabled at the active list page.
That’s it, from now the addressee will be notified on each account whose engagement score decreased by 50% or more.
Generate a report which counts the number of accounts that upgraded to a premium plan every day in the last 30 days.
How to implement: first you need to create an active list and then create a report based on this list.
Step 1: create a new active list, and add a filter based on the status changed yesterday, then choose “Premium” status in the “to” drop down list. Save the active list.
Please note, choosing the “to” and “from” conditions is optional.
Step 2: create a new report, choose the active list created in the last step as the segment. Add breakdown by contract value, health score, and customer success manager. Review the report and save it.
The Daily upgrade to premium segment above reports on the number of accounts that upgraded to the premium plan every day.
Alternatively, you can create a different segment
(shown below as “7 days rolling window upgrade to Pro plan”) that counts the number of upgrades in a 7-day rolling window, such that each point on the trend-line represents the number of upgrades in the 7-days before it. This is useful to “smooth” the trend-line and avoid spikes or dips as a result of a 1-day change (e.g. weekend or holiday).
Tag customers whose license utilization decreased by 90% in last 7 days. This can be an indicator that your customer may be moving to a competitor.
How to implement: first you need to create an active list and then create a tag based on this active list.
Step 1: create a new active list, and add a filter on license utilization decreased by 90% in the last 7 days. Save the active list.
Please note, once the percent change column was added to the filter, it is automatically added to the active list columns.
Step 2: open “Edit list triggers”, add “Add account tag” condition on entry and “Remove account tag” condition on exit. Note the trigger definition on the active list page.
Percent change can be presented as columns in an active list, you can choose these columns at the active list columns selector.
Status change date: represent the date the status has changed
Status previous value: the status most recent previous value
Status type change date: represents the date the status changed
Status type previous value: the status most recent previous value
Engagement % change: percent change value for the last 14 days period (you can change the period using the drop down list)
License utilization % change: percent change value for the last 14 day period (you can change the period using the drop down list)
Number of active users % change: percent change value for the last 14 day period (you can change the period using the drop down list)
A special display cases:
“No change” – there is 0% percent change
“Unavailable” – the percent change data is not available
“>1000%” – represents a huge percent change increase, for example, if the active users changed from 1 to 200
“-” – Represents the percent change from 0 to any number greater than 0, mostly common in on-boarding accounts. Since this case is unique, a tooltip to explain this case will appear in the application
Active list export
Export data from Totango to load into another application (ex. company dashboard, data warehouse) or to further analyze the data.
The change columns dates (ex. status change date) will be exported as dates, while the percent change columns will be exported as floating numbers.
There are several special cases in exporting percent change data:
- The percent change will be converted from percentage with a trend arrow to floating numbers with a “Minus” sign (“-”) for negative numbers.
- Percent change with “No change” will be converted to 0
- Percent change marked as “Unavailable” will be converted to N/A
- Percent change marked as “-” (represents the change from 0 to any number), will be converted to 10. The reason for converting the “-” to a large number is the fact that when using the data for analysis (sorting, for example) the change from 0 to any number should be considered as a huge change.