The Full Story
Atlassian Technologies is a SaaS company known most widely for its work management products Jira and Confluence. Render Analytics was engaged by Atlassian Technologies to assist their "University" team, which focuses on trainings, certifications, and online courses related to the different Atlassian products. Prior to Render Analytics' involvement, the University team was not properly tracking metrics, which made it difficult for stakeholders to gain insights into their performance and identify areas for improvement.
Render Analytics' team helped create a robust reporting environment for the University team, which included data collection, storage, and visual presentation in the form of dashboards. Render Analytics' consultative approach helped the University team identify the right metrics to track, which included conversion KPIs and course engagement metrics. Render Analytics also performed a series of ad-hoc analyses on behalf of Atlassian, such as identifying top potential upsell and cross-sell opportunities, identifying website conversion optimization opportunities, and using predictive modeling to forecast future enrollments.
Render Analytics also designed and implemented a reporting solution on the training platform backend, which allowed users and user groups to see relevant advanced metrics and measure their own performance against others within their organization. This solution also allowed organization admins to generate actionable insights to improve their team's internal metrics.
Over the course of the 12-month engagement, Render Analytics' contributions directly resulted in a 12% increase in enrollments and a 3% increase in monthly recurring revenue for the University team.
BlueCross BlueShield is a major health insurance provider in the United States. Their Customer Experience (UX) team was tasked with measuring the impact of positive vs. negative customer experience in terms of revenue and profit to justify increased funding for their department. Render Analytics was contracted to help the UX team quantify the value of customer experience on member retention and average member lifetime value to BCBS.
In order to perform this analysis, Render Analytics consolidated several types of previously collected data and restructured the dataset in a way that allowed for meaningful insights to be drawn. By leveraging several types of customer satisfaction survey data as well as customer behavioral data such as retention and membership level,
Using a combination of techniques including regression modeling, cluster analysis, customer segmentation, and advanced pattern recognition, Render Analytics was able to identify the primary drivers of retention, increasing membership levels (and therefore revenue) year over year, and overall customer satisfaction. While it turned out there were stronger variables impacting these metrics, we were able to use regression analysis to quantify approximately how much a positive vs. negative experience for different points of interface (i.e. call center, online, in-person) would impact their future insurance-purchasing decisions.
Additionally, Render Analytics was able to identify stages of their customer journey that were most impactful to retention and suggest changes to those changes that positively impacted customer experience, thereby increasing customer retention and overall revenue. Over the course of a 6-month engagement, Render Analytics' contributions directly resulted in a 1% increase in related survey scores and a 4% increase in member retention for impacted customers.
Marriott Hotels is one of the largest hotel chains in the world. Their web analytics team wanted an outside perspective to ﬁnd additional opportunities to improve an existing booking conversion funnel on the website for a specific group of properties. Render Analytics was brought in to complete two tasks:
Audit the current data storage configuration to identify opportunities to improve or augment the current dataset being collected in a way that will drive useful information for internal stakeholders
Analyze the current data available across multiple data sources to identify any low-hanging opportunities to improve the primary conversion funnel click-through rate across the website
From a data collection perspective, Render Analytics provided best practices and additional data source recommendations that Marriott Hotels could use to collect increasingly actionable data.
By leveraging A/B testing as well as performing a deep-dive user behavior flow analysis, two different pages in the conversion funnel were identified as opportunities to make small tweaks that cost almost nothing at all to implement that improved the conversion rate of the in-scope website funnel. Over the course of a 6-month engagement, Render Analytics' contributions directly resulted in a combined 7% increase in clickthrough rate between the two identified pages.