Turning insights into Action: Introducing Subscriber Export

Actionable Insights

While the Wicket Scorecard is used by many different groups throughout digital media organizations, we have found that marketing teams are some of the most engaged users and crave more actionable insights. According to a Forrester study,[1] nearly one-third of firms lack experience translating their data into insight and action, adequate reporting tools, and sufficient staff. Additionally, more than 60% of firms stated their current marketing intelligence tools take a more backward-looking view than forward-looking.

The study goes on to say that “data is still controlled and applied by a select number of specialized, siloed entities within the organization.” One of the primary value propositions of the Wicket Scorecard is the ability to unlock interesting insights which can only be realized by combining and harmonizing data from multiple sources. To that end, we are excited to announce functionality that makes exporting subscribers from the Wicket Scorecard for use in marketing systems highly contextual and easy to do.

Driving Value and ROI

Enabling action-oriented exports from the Wicket Scorecard will have a direct, positive ROI for our customers by improving the following:

  • Customer Acquisition Cost (CAC) by helping acquire more customers for a similar ad spend
  • Audience Lifetime Value (Audience LTV) by helping find customers who are less likely to churn and improving engagement of existing customers
  • CAC by winning back customers more effectively
  • Reducing operational costs

Use Cases

There is a straightforward goal in the first set of export functionality being delivered for marketing teams; make three of their most common actions simpler and more productive:

  • New user advertising – improved by leveraging lookalike campaigns
  • Re-engage paying customers whose attention has been lost
  • Win back lost customers with targeted offers

Key Functionality

To do this, we are introducing insight-contextual subscriber export that includes the following high-level capabilities:

  • Download customer segments to drive marketing and communication actions
  • The exported data can be easily formatted to meet the specific requirements of Facebook Ads, Google Ads, HubSpot, MailChimp, and Salesforce, and uploaded efficiently, all in a few simple steps

Using Wickets to Set Context

While we can support exporting an entire subscriber base, we also want to make it easy to get just the users that you want to target. To this end, we provide scoping of exports depending on the time range selected for the overall KPI page, and additionally by the Wicket or Wicket element that is selected for export. This symbol, download icon, is present wherever or subscriber export is available in the Scorecard. The number corresponds to the total number of subscribers that can be exported based on time range and category.

Subscriber export interface
Fig. 1 – Subscriber export user interface.

Filtering for Better Targeting

To assist with more granular segmenting, once a user has selected a cohort of users from a Wicket that they want to target, they can then filter by the following:

Current status UI offers these options to segment by the current status of the customers

  • In Trial
  • Active
  • Lost (Voluntary)
  • Lost (Involuntary)
Tenure is at least
  • 1 month
  • 3 months
  • 6 months
  • 12 months
Video view in the last
  • 7 days
  • 14 days
  • 1 month
  • 3 months
  • Inactive
CHI score
  • High Risk (0-10)
  • Moderate Risk (11-50)
  • Low Risk (50-90)
  • Happy (90-100)

The notable addition of a CHI score for each subscriber and the ability to filter by CHI score opens up new opportunities to focus on happy customers for lookalike campaigns, target at-risk customers with appropriate engagement promotions, and many other use cases. As a reminder,  CHI (Customer Happiness Index) is Wicket Labs’ proprietary scoring system derived by training our machine learning system with harmonized data (aggregated from many sources) that improves insight into churn probability. This will boost the effectiveness of targeting user cohorts.

export customer count modal
Fig. 2 – Export customer count modal.

The Right Payload for Taking Action

To ensure that the export provides the most possible value, in addition to subscriber ID, additional fields will be included that describe:

  • Tenure start, finish
  • Pricing plan
  • Sales channel
  • Engagement
  • Viewing history
  • Churn Probability
  • Payments

This kind of export is only possible because of the data aggregation and harmonization we do. This means that exports can include not only subscription metrics but also marketing and engagement data too, which translates to more informed actions. This data can be added to subscriber records in CRM systems and leveraged for better targeting.

Keeping Track of Reports

A new “Reports” interface will be added that displays the status of pending reports as well as a list of recently executed reports.

Wicket Scorecard reports interface
Fig. 3 – The Reports interface displays the status of pending reports and a list of recently executed reports.

Connecting to Marketing Systems

Exported CSV files are optimized for import into popular marketing tools including Facebook Ads and Google Ads. Additional pathways to systems like Hubspot, MailChimp, and Salesforce will be rolled out sequentially, based on current customer demand.

Using Milestones to Track Impact

A natural byproduct of taking action based on the Wicket Scorecard is to see what kind of impact it has had. One easy way to do this is to create marketing milestones that track when specific export-driven campaigns have been executed. With milestones in place, it is easy to track influence on new trial starts, conversion rates, churn reduction, overall engagement, and content popularity.

Availability

This functionality is available now on the primary graph of our Customers page. We started there because this will offer access to the broadest set of subscribers and enables the most use cases (using filtering). Subscriber export will then be rolled out to appropriate Wickets throughout the fall and winter.

The Wicket Scorecard is a powerful tool for aggregating and integrating data across a spectrum of sources inside media organizations. The unique insights it provides gives these organizations a more holistic view into the health of their subscriber base, content, and overall service. Now, with the ability to turn those insights into action, we’ve empowered teams to be more forward-thinking and to leverage their data to reduce CAC, increase Audience LTV, and make a direct, positive financial impact on their business.

Are you a media organization struggling with data overload and do not have true insight into important metrics like CAC, CLV, churn rate, etc.? Schedule a demo with us today and find out how you can increase the effectiveness of your data with actionable insights in the Wicket Scorecard.

 


Footnotes

1. Marketers are still struggling to glean valuable insights from data, says Forrester

Employing an Audience Insights Platform

Download our whitepaper to see how the Wicket Scorecard provides unique insights you cannot otherwise see with siloed data.
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