eCommerce expert Sam Decker says “iPhone Siri is ‘social by design’ as so many users share the funny/interesting responses, thus marketing the product.” But if you’re a product marketing manager, you can’t base the success of a product purely by it’s social response. No doubt people are going to express their delight from a great user experience, but let’s look at the nitty gritty. What tools do you use to pull constructive experience-based feedback from the mass of “LOL, OMG, Siri said a, b, and c”? Go ahead, search for ‘Siri’ on Twitter. There are thousands of mentions per hour. “Siri mode causes my speakers to get louder” is useful. “Siri is my new best friend!” is positive, yet not constructive. “Siri says the darnedest things” is the unuseful norm. “I’m in love with Siri. My wife better watch out” is perhaps a larger and true social problem.
So your product is not as ‘social’ as any Apple experience. The content in social media is still available and useful. While the PR team is getting excited about mentions, you, Ms. Product Marketing Manager are interested in whether your products user experience is going to ensure you the revenue projections you made eight months ago. This means taking a look at the competitive landscape, user expectations across the segment, and user feedback.
Here are three key things you can do with Real-Time Product Analytics upon product lau
nch that you cannot do with Social Media Analytics:
- Measure delight – Are you meeting the changing expectations of users? What’s working and what’s not? Where should you invest resources? What exact experiences should you fix in a firmware update?
- Compare to the competition – How does your product stack up? Who is winning and who is missing the mark? How can you expose your strengths?
- Evaluate your messaging – Is the product message resonating? Have you targeted the right user base and marketing channels?
Voilà, the product lifecycle has become more iterative than ever before. Found a glitch? It can be saved! Prove the analysts wrong for predicting the impending death of your product—your blood, sweat, and tears over the past year! Argus Insights CIA can tell you in great detail how your product is performing—features and attributes, top usage models, retail preferences, strongest user groups, as well as the positive and negative aspects of each. Now imagine what you could do if you had this information before a product launch. Siri can’t tell you, but Argus will. “Siri, remind me to call Argus Insights.”