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Piano’s Digital Experience Platform Empowers Teams To Understand And Influence Customer Behavior

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Below is our recent interview with Trevor Kaufman, Chief Executive Officer at Piano:

Q: Can you tell us something more about your company history and your business now?

A: While we started out just with publishers, Piano now works with a variety of types of websites around the world that are all focused on how to maximize the value of every single visit. Over the years, we’ve acquired several companies that have allowed us to broaden our expertise and our client base. This has allowed us to grow into a global company that helps organizations launch campaigns and products faster, strengthen customer engagement and drive personalization at scale — all from a single platform.

Q: Any highlights on your recent announcement?

A: When we acquired the analytics company AT Internet in 2021, our ultimate goal was to be able to report on absolutely anything. We needed a powerful datastore, and a reporting and analytics toolset on top of it, that would help our clients have full insight into their customers and their performance.

We already had the ability to do real-time segmentation, and the ability to orchestrate experiences for those segments in Composer. So getting the data from Composer into an analytics infrastructure like AT Internet – now Piano Analytics – was the most critical step.

Composer Insights allows our customers to take their businesses to the next level by sharing insights from the customer journey, aggregating all of their segmentation, personalization, and subscription data in one place, and providing the functionality to support custom data analysis.

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Q: Can you give us more insights into your offering?

A: What Piano is focused on is really two separate areas. One is analytics, or reporting on data, and the other is activation, how we set up rules so that any team can create a logical behavior in the business so it can react to data in real time. We think about how we can merge lots of different data sets together in one place so they can drive that reporting capability and also that targeting capability — analytics and activation, or insight and action.

A couple of customer examples:

RTÉ, Ireland’s national broadcaster, used Piano Analytics to help them understand how users were interacting with video content on their RTÉ Player on-demand service. With more insights about how their audience consumed media content, RTÉ implemented strategic changes to the media player that allowed them to increase time spent with the service by 49%.

Inc42, India’s largest tech publication, used A/B testing with Piano to identify and implement the optimal user experiences for their paid membership program’s conversion and retention funnels. By better understanding their audience’s preferences, they doubled their monthly sales volume.

Insider, one of the world’s most popular and influential news brands, worked with Piano and our Strategic Services team to implement paywall management, machine learning subscription propensity modeling, and ongoing testing and optimization. By challenging the status quo, they grew active subscribers by 20X and revenue per month by 16X.

Q: What can we expect from your company in next 6 months? What are your plans?

A: The core of what we do at Piano is bringing data together, making it available in real-time, and using that to fuel both analysis and targeting. Launching the Composer Insights module is effectively the realization of this mission for subscription businesses. This means clients can explore and understand all the unique ways their customers and audiences are engaging with their business, and then turn around and implement the right tactics to drive growth. We’re continuing to develop and enhance these capabilities, which is particularly encouraging as we expand further into verticals like healthcare, travel, and financial services.

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Q: What is the best thing about your company that people might not know about?

A: No other platform can give such a comprehensive view of subscription performance or the subscriber journey, so we’re really excited to see how clients can use these insights about how people discover and interact with their site, the content they engage with, the reasons why they subscribe, and the experiences that drive them to renew. Taking this information to optimize pivotal moments along the subscription journey will help generate lasting customer relationships.

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