Within the marketing automation industry, the ability to track customer analytics and optimize user experiences based on them has become increasingly important. Recently I interviewed San Francisco-based web and mobile analytics company Woopra (woopra.com). Their marketing director, Natalie Issa, gave me a detailed tour of the Woopra platform to help me better understand their functionalities and value proposition.
Woopra tracks customer data from the company’s website, mobile, CRM, emails, help desk, and other touchpoints to build a comprehensive profile for each customer. The customer data could then be split into different pre-defined segments which are updated dynamically in real-time. Woopra’s Reports are highly customizable and enables you to understand how your activity in one place affects that in another place. Their Funnel Reports show how many people drop off at each step of the conversion process to help improve your conversion rates. Their Retention Reports show users’ usage after they have signed up to help increase customers’ lifetime value.
Furthermore, Woopra’s Automations feature enables one to leverage the customer data to trigger automated events and deliver more personalized customer experiences. Its AppConnect feature allows one to synchronize customer data in Woopra with that in other tools such as MailChimp, Zendesk, WordPress, and SalesForce. Woopra’s comprehensive customer analytics functionalities enable brands and businesses to track detailed customer behavior to optimize for the best user experience.
Woopra’s competitors include other companies in the Website Analytics category such as Google Analytics, Adobe SiteCatalyst, WebTrends, MixPanel, and KISSmetrics. Issa notes that Google Analytics offers more traditional web analytics that provides more of an aggregate view, whereas Woopra has a highly customizable and flexible real-time platform. With Woopra, companies can track more than just their own app or website – they can track customer behavior from other tools such as emails, help desk, live chat, through codeless integration with their AppConnect feature. Companies can also leverage this data to trigger actions in other tools, such as displaying personalized content to a user based on their behavior (with the Optimizely app) or prioritizing a help desk ticket based on a customer’s activity (with the Zendesk app). Overall, Woopra differentiates itself from the competition with its unique ability to unite customer data from different touchpoints to create better and more personalized customer experiences. Issa explains that data fragmentation is a big problem in the analytics space, and many companies go to Woopra because of their integration with other products, which is not available with any other tool.
The development of new technologies in the web and mobile analytics industry has also produced a lot of data fragmentation, which causes constant changes and evolutions and requires companies to keep up with these changes. Woopra’s ability in unifying customer analytics from different touchpoints into one centralized manageable platform has proved useful for businesses’ marketing, product, sales, and support efforts. As Woopra CEO Elie Khoury summarizes, “Mobile and cloud were game changers but created problems for companies because they fragmented their data. The way the industry unifies this data is a mess, and now is a great time to redesign it so companies can do more with their data.”
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