Business Challenge:

The client was a technology giant and the worldwide leader in software, services and solutions. The client has an online learning platform that enables users such as Developers, IT Professionals etc. to learn courses for free, in a self-paced manner. The content publishing team wanted to study the differences in usage behaviour of highly or poorly engaged users.

Knowledge of user behavior will help the client to devise strategies and implement actions that will drive higher content consumption.

TurnB Approach:

We collaborated with the client to study the users’ behavior and following approaches were used:

• TurnB devised a metric termed consumption that quantifies user engagement.
• We identified a group of users who signed up in the same time frame which was done to obtain an unbiased analysis.
• Brainstormed and identified an exhaustive list of factors and framed hypothesis to study inherent differences in the behavior of high and low consumption consumers.
• Computed the consumption at a user level and segmented the user base into different groups.
• Computed the consumption at a user level and segmented the user base into different groups.

Implications:

• The client flagged off a campaign, on subsequent days of signup that improved the percentage of users re-visiting the platform.
• Short videos were introduced for multiple courses which further improved course fields.