What is Product Usage Data?

Each of your software products, apps, and digital tools collects a wealth of product usage data, which gives your organization quantifiable information about your end users, and their relationship with your technology.

Product usage data might include:

• Usage frequency
• Time spend using the product
• Bug reports Customer retention
• Churn rate

Analysis of your product usage should occur regularly, especially after any product changes are rolled out.

Why Product Usage is Important

Because product usage data details how real customers use your products in real-time, organizations can quickly understand any strategic changes that need to be made to delight users.

• Boost engagement and customer experience. Product usage data helps organizations identify which aspects of a product are most engaging for various segments of their users. By understanding these metrics, you can better understand how to personalize and enhance the user experience.
• Identify undetected bugs. By tracking specific product usages data points like interface data, network status, operating system deals, or add-on status changes, you can see patterns that indicate disruptive experiences, inadequate experiences, and poor quality and act on them before they affect your overall customer experience.
• Increase conversions. By identifying key metrics like inactive customers or super-users, and understating which product features are trending in real-time, you can shift focus on initiatives that will increase conversion rates. Product usage data can also help increase upselling opportunities by identifying which features appeal most to your customers, and determining if the features are best suited for a free or paid subscription.
• Reduce churn. Product usage data can give you insights across all buying touchpoints to help flag issues requiring immediate attention. For example, if a user experiences issues with your product during the demo period, it can indicate a higher chance of churning before a user becomes a customer.

Product usage data can be used by almost any function in your organization including marketing research, customer experience management, information technology, human resources, customer service, product management, and more.

How to Analyze Product Usage at Your Organization

Most companies have multiple analytics tools in their tech stack, but the problem is, using too many tools can make it difficult to pinpoint the specific metrics you need to see, and then act on them in a timely manner.

The key to analyzing product usage at your organization is to unsilo product usage data with an integrated stack. For example, with Scuba Analytics, you can get 360-degree visible insight into your valuable product usage data:

• Enable data collaboration and accessibility among data science teams through unified interactive dashboards to get rid of silos
• Store product usage data and have self-service access to it without the presence of a data analyst
• Improve user experience with visibility throughout the product value chain using an interactive self-service U.I.
• Provide complete behavioral data understanding without SQL
• Provide tools to analyze further the product usage data, including customer journey analytics and real-time A/B testing
• Provide quick analysis of the root cause of an issue to recognize any abnormalities and outliers
• Understand and monitor upsell, renewal, cross-platform interactions, and retention

Looking for an easier way to analyze your product usage? Learn how Scuba can help!