Propensity can be set up to suit almost any online business.
We use an input-output model using our Metrics, this enables you to track and refine online experiences on a user-by-user basis. You can feed inputs (usually positive or negative actions taken by you users) into a Propensity Metric. Then, the next time you interact with that customer, you can personalise the experience in a way that benefits both your business and your customers!
An e-commerce brand could have multiple product categories, for example: a department store may have clothing, homeware, kitchenware and technology categories or clothing website may have womenswear, menswear and children’s clothes.
A great use-case for Propensity in this situation is to create a metric for each product category. Then, whenever a customer makes a positive or negative action towards a certain category, we can alter the score accordingly. Positive actions could include: clicking a related navigation item, spending significant time browsing a specific category or completing an order with items from a certain category.
These metrics can the be used all over your site and marketing materials. eg: the site homepage can be personalised to prominently place product categories that the customer is likely to be interested in. The same customisation could also be done within email marketing campaigns.
SaaS products can come in many different shapes and sizes but most can benefit from personalising customer experiences for user acquisition and marketing through to general product usage.
In the case of a SaaS platform, some great metrics could be:
Using email open rate metrics means that you can focus your off-platform marketing on those users who have previously shown good engagement, and also enables you to try different marketing avenues or formats for users who have not shown good engagement previously.
Using login frequency or ‘commonly used products’ could mean that you can invite your most engages customers into early access beta programs. This may also be a great opportunity to invite feedback from user groups with various levels of engagement, giving you a broad opinion on whats working and whats not.