user behavior driven pricing and offers
DESCRIPTION
Every software-as-a-service (SaaS) business hopes its freemium or basic package will create an upward migration path for users. Unfortunately, hoping for recurring revenue isn’t an effective strategy for actually creating that revenue. But luckily, most SaaS and cloud businesses have all the data they need to build a pricing strategy that works – they just need to learn how to apply that data. In the final installment of our three-part webinar series about big data, we’ll teach you how to leverage available SaaS technologies to capture and analyze user-based transactional data. You’ll also learn how to present your users with dynamic offers to drive more revenue.TRANSCRIPT
Acquire & Analyze & Act User Behavior Driven Pricing & Offers
Your Presenters Curt Raffi - Host Jeff Kaplan - THINKstrategies Karl Wirth - Apptegic Jason Mondanaro - MetraTech, Corp.
A Power Shift
Vendor to Customer
CXO to Corporate End-User
NewSaaS Buyer
Changing Sales Process
Centralized to decentralized
Seeking Personal Solutions
Buyers select solutions for real-time needs
Buyers seek to customize standardized services
About Me
Price A
Price C Offer D
Offer B
Data-Driven Pricing Is Key
Dynamic pricing based on user requirements, preferences & actions
Ability to acquire, analyze & act on user behavior essential
Top 5 Most ImportantBig Data Sources
Source: Aberdeen Group, January 2012
Big Data Sources
93% Transactional / structured
85% Social media / sentiment
83% Clickstream
61% Digital media
60% M2M / sensor data
Track visits, users, key actions on a per user & per account
Sales reaches out to the highly engaged, high value
Marketing sends emails to users who haven’t visited
Marketing messages users in-context to complete setup
Ex: Move To Paid Users
Ex: In-App Purchases
Millions on low price plan
Some are candidates for upsell, others aren’t.
How to tell the difference?
How to communicate offer to good candidates?
Ex: Upsell & Cross Sell
Capture user’s behavior in application
Target power users with in-context offers in application
20% Off
Problem High churn rate Too many
customers Little information Generic email
updates not good click-through
Ex: Renewals
Act on visits, actions & business metrics Put JavaScript into your application & capture
information Enter the messages & offers you want displayed
Start
Turn It Up A Notch
There are a lot of product catalogs available
What if those APIs were used for data-driven product creation & pricing instead of data synchronization?
Intelligent Product Configurator
Product Costs
Profitability Goals
User Behavior
Intelligent Product Configurator
Real-timeOffers
Product Managers
PackageChanges
Customers
Science Fact Not Fiction
Airlines’ yield management systems Amazon Web Services spot pricing Geolocation driven coupons Exchange Powered Business Models
Dynamic Offers & PricingI like expensive
hotels
Acquire, Analyze, Act - Wrap Up
Visual turns big data into actionableknowledge
Architect to track user activity and consumption
Build your business with measurement in mind
Leverage cloud to scale out Big Data
Use pricing, rewards and offers – drive customer & partner behavior
Thank You For Attending
www.metanga.com