Video: Q&A with POLITICO's Rebecca Haller
Rebecca Haller, managing director of audience insights and data at POLITICO, sat down with Scott Miller, CEO of Vision Critical, to share how POLITICO leveraged audience insight to improve the user experience and drive $5 million in sales revenue.
How Telstra innovates with customers to improve lifetime value
Following the recent launch of a new plan, Telstra was able to tap into its insight community to assess customer understanding. The evaluation from the insight community identified areas of risk that may have affected customer satisfaction and retention, as well as clear actions to mitigate them, giving the company the ability to make quick, evidence-based changes.
How LinkedIn uses agile insight
With “Members First” as a core value, LinkedIn needed a way to have an ongoing, two-way conversation with its members. Adding seven insight communities to its research toolkit has revolutionized the way LinkedIn does research. LinkedIn can now gather agile insight to keep pace with the speed of product development decisions from idea generation to design to in-market feedback, rather than going on gut or waiting for the results from slower approaches. For example, the insight communities were heavily leveraged in the recent redesign of the LinkedIn desktop experience.
How POLITICO leverages audience insight
Politico, a Washington, D.C-based global news and information company, is this year’s New Community Visionary winner. Its community of influencers includes high-ranking government officials and C-suite executives. Previously, the company could answer Who, What, Where, When and How, but were missing the Why. Pairing the Sparq platform with analytics from other data sources gives Politico an understanding of what makes influencers tick, helping it to anticipate audience needs and improve strategy, content and advertising partner relationships.
How Priority Health increased its Customer Experience Index
Priority Health, Michigan’s second largest health plan, with nearly 800,000 members, wins the Customer Experience Visionary Award. Its community helps it to develop innovative products and programs and to improve communications, which engages people more in their health care. In one recent case, the company used feedback from its community to rework a critical customer communication piece in a single day. Priority Health has seen increases in its Customer Experience Index as it uses its community to pinpoint touchpoints along the member journey to improve. Without the actionable, timely and targeted data from its community, this wouldn’t be possible.