Feature support

Measurements

From the beggining of the new analytical product Activation Insights (Previously Composer Insights) we wanted to provide more insights about VX statistics that would represent the data snapshots of the client performance in the context of acqusition and retention. 

Measurements are Piano Analytics feature which enable to send such data alongside with event base data from Composer, VX and ID. With Activation Insights we are supporting new usecases which can be grouped into 3 categories:

1. VX subscription measurements to understand the evolution of subscription base over time, growth or decrease of the audience which tend to churn due to passive and active churn and trial subscriptions for payment terms (other term types does not support defintion of trial)
2. VX user measurements to learn more about use-centric metrics and understand how many new anonymous users are becoming known or subscribers or have any access
3. Site licensing measurements to evaluate the performance of specific site licensing contracts, volume of seats, ability to calculate seats redemption ratios over time and per Licensees

More details about each measurement metric can be found in the data model documentation

Audience Targeting

Audience Targeting is a feature within Piano Analytics that allows you to segment users based on specific criteria and automatically send these segments as audiences to other Piano tools (e.g., Composer) for targeted actions. This enables personalized user experiences and maximizes engagement across your platforms.

Creating a Segment in Piano Analytics

In Piano Analytics, you can define segments based on precise behavioral criteria. These segments will help you target users based on specific behaviors.

• Create a segment in Piano Analytics.
• Apply the available filters to define the desired segment (e.g., users who have seen a specific page).
• Save the segment, which will later be used to create an audience.

Creating an Audience

Once the segment is created, you can use it to define an Audience, which will automatically be sent to other Piano tools. When creating an audience, you will need to select a pre-existing segment and define the frequency at which this audience will be updated and sent (daily, weekly, monthly, etc.).

• Go to the Library click on Add an audience.

It will open a drawer as below: 

• Display name: It's the one to find your audience in both Piano Analytics, the DMP and Composer
• Key: it's the technical name required for your audience
• Description: it helps you define it so other users can understand
• Parent segment: you can use it to select the segment to use for the Audience 
• Audience ID: it's the technical key for matching the data between the Piano tools, as a first step, it is defined by Piano only
• Site: you can select the site on which you want your audience to work
• Compute period: It's the period that the audience will use to be calculated. For instance, 1 day means that everyday the audience will check the behaviour on the past day
• Refresh frequency: It corresponds to the moment when the audience will be refreshed, as a first step it is only daily. 

Automatic Delivery to Piano Tools

Once the audience is configured, it will automatically be transferred to other Piano tools, such as Composer. These audiences can then be used to personalize experiences in Composer or to use them in one of the DMP connector.

Content that converts?

What is Content that converts?

The feature content that convert was build to recover missing last article read before the conversion. The current Composer flow for indirect acquisition through landing page often attributes the last page read before conversion to the landing page itself which makes difficult for editorial the evaluate the performance of articles. 

Content that converts is an algorithm that will put the name of the previous article before the conversion in the property content_article_name and its page in content_event_url It will give you the possibility to identify which content led to conversions and help you customize the experience in order to increase your conversion rate.

How does it work?

Everytime we have a vx.conversion event where the property page_content_type is not equal to article, we will put the name of the previous article in the dedicated property. Furthermore, the values in the properties content_authors, content_section, content_publication_date and tags_array will take the values they had on the previous article.

Active churn prevention

Active Churn Prevention is a feature that allows you to engage subscribers when they are on the verge of cancellation. Reacting to their actions in My Account with responsive and interactive Composer flows, you present targeted messaging, special offers, and feedback mechanisms stimulating user retention. Full feature article available here.

Activation Insights provides reporting support for the Active churn prevention to evaluate the churn prevention flow in the context of template-interaction experience with ability to evaluate its effectiveness and opportunities for improvements.

Upcoming: Subscription performance board

There is upcoming default Subscription performance board for each Activation Insights client in which we will provide the overall Active churn prevention evaluation. If you are interested in the evaluate of Active churn prevention flow before the board is available, please contact support or your account manager.

Custom evaluation of Active churn prevention

For custom made reports we do provide these sets of events, properties and metrics to create own, tailored made report in Data Query with option to visualize in the Workspaces. Use:

• New property Experience Type to filter only template-interaction experiences (Value to be used when analyzing the Active churn prevention experience)
• The metric Subscribers with active churn prevention attempt to analyze how many users attempted to cancel the subscription or turn off autorenewal.
• The metric Subscribers prevented active churn to understand volume of users who left the flow without cancelling subscription or turning autorenewal off.
• The metric Subscribers with active churn to evaluate how many users cancelled their subscription or turned the autorenewal off
• The metric Subscribers active churn rate to understand the rate of unsuccessfully prevented churn and in the context of timeline to see the evolution of this ratio.
• To evaluate the churn reason collected via action card show form in Composer, use new Form field properties to see the submitted values and to evaluate the effectiveness of the messaging use 3 new metrics:
  • Form exposures
  • Form submits
  • Form submit rate

All metrics can be combined in the context of Active churn prevention with additional properties like Card Name, Experience Name, Offer or Template name, Device, Geo location etc.

Data Query example:

Workspaces board example:

New user and subscriber segmentation

Add new “New user and subscriber segmentation” article to the existing section “Feature support”

With new “Has access to” properties we do enable advanced user segmentation. The Has access to Term type property is attributed to all users for “on site” events who have access to locked content via specific term type:

• Payment
• Dynamic
• Access Granted
• Custom
• Registration
• External
• Linked
• Site licensing term types:
  • Email Domain Contract
  • Specific Email Addresses Contract
  • IP Range Contract
• Gift

For much more detailed segmenting, you have option to select even users subscribed/having access to specific term selecting Has access to Term name or Has access to Term ID. For specific resource segmenting, you can use Has access to Resource ID or Has access to Resource name

Example of creating segment for subscribers:

Example of creating segment for site licensing users:

You can use then the segment to analyze different behavior patterns between subscribers, registered users, anonymous users or site licensing users. Identify different traffic sources, content preferences and even on site targeting tactics.

You can even combine LTc segment with different subscribers terms and identify whether specific term leads to lower or higher LTc scores accross the subscribers base and adjust the churn prevention targeting in Composer.

Page.display.completion

If you are a client streaming your own data, in addition to using the data model provided by Piano and the PA SDK for page.display events, you may find that many valuable Composer and VX properties on on-site events remain empty. To address this, we have developed a solution that enriches page.display events from the PA SDK with additional properties—such as C1x segments and the "Has Access To" array object (designed for audience segmentation). This enhanced event is called page.display.completion.

The page.display.completion event is an additional event streamed from Piano but is deleted after 24 hours. It temporarily increases the total event count for "today."

If you are interested in using this feature please contact support@piano.io or you account manager to enable this feature for you.