When to adopt "Groups"? in Analytics

When to adopt "Groups" in Analytics

A misunderstood concept in Analytics is "Grouping" or "Groups". In analytics, Groups can be companies, organizations, accounts, projects, teams, or whatever other grouping is relevant for you.

Startups often struggle to know WHY and WHEN they should adopt "Groups".

Here is a quick explanation ??

. . .

Groups are used to stitch users together ??

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Groups are whatever grouping is relevant for your business. In the majority of the cases though groups are used to group users into companies.

They are 3 situations where groups are extremely relevant to adopt.


1. Multi-player products ??

Some products are multi-player.

This is the case for most B2B SaaS like Linear where users can invite colleagues to work.

If this is your case then implementing logic in your code to "group" users is critical to remove the noise.

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2. Multi-account products ??

In some products, users can belong to multiple accounts.

  • This is the case for Slack where users can belong to multiple organizations

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  • Or for Intercom where users can have multiple workspaces (ex: a "Test" workspace)

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While ?? user-level metrics help you understand how users perform individually, ?? company-level metrics help you make sure companies that use your product are healthy

Ex:

  • company-level retention: are my companies sticky?
  • active companies: am I acquiring more businesses?
  • etc.


3. For success teams at B2Bs SaaS ??

Traditionally Success teams at B2B SaaS need to understand the engagement with their product by an organization.

B2B SaaS sell to organization, not users.

What matters is that an org remains active, not individual employee's movements.

. . .

Hope this quick thread helped you get a better understanding of how "groups" are used in Analytics ?? ??

Want to track group them? We demystified the technical aspect here!

Want to measure group-level metrics out of the box? June has it all, don't hesitate to give it a spin ??

Anna Weber

MBA Candidate at UC Berkeley, Haas School of Business | Head Of Customer Experience bei Pyoneer.io - Building the best user experience for customer insights from feedback

2 年

Enzo, really like that!

回复
Arpit Choudhury

Data and automation education dude ?? Also, a writer, community builder, professional music listener, runner, animal lover, and thought-provoker.

3 年

Thanks for sharing. If someone wants to dig deeper, this guide can help: https://dataled.academy/guides/entities-and-event-data/

Esben Friis-Jensen

Co-Founder of Userflow + Co-Founder of Cobalt

3 年

Good post. What do you in general think about the "Groups" terminology. We currently use it, but our customers often mistake Groups for being segments. I see a lot of companies switching to use "Companies" or "accounts" instead to make it a more user friendly terminology. I.e. Groups is maybe a term that worked for data analysts, but as sales, product, marketing, customer success and many others need to use analytics the Groups terminology no longer works.

Diana Hsieh

Product @ Reality Defender || Deepfake Detection

3 年

100% we see so many startups come in without the group call who would really benefit from it. B2B Sales is often account-based and without the group call, you can't identify product usage rolled up at the account level!

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