Practical Data Dictionary: Few words about your Users’ activity
In the Intro Chapter I wrote about why it is important to have a common language in your organization, when you are talking about data analysis. Now I introduce the structure and wording, that we developed at Data36 in the last few years.
Visit: When someone visits our webpage.
E-mail Subscription: When someone visits our webpage and provides their e-mail address — but may not necessarily create a user account. This is most commonly signing up for the newsletter.
Registration: When someone visits our webpage and creates a user account, and provides at least one unique identifier (e-mail address, FB account, stuff like that).
Onboarding: (Usually the process which takes place right after Registration) during which the Registered User goes through the key steps which make up the basis of our product. It’s during the Onboarding that the User becomes familiar with the main values of our product (e.g. has added 5 friends on the social media app and wrote at least one post; created and sent the first invoice in an invoice issuing software, etc…)
You need to define your Onboarding process, and it’s worthwhile to create it in a way to enable the user to see the value of your product by the end of it, so they will use your product or service again and again. (E.g. writes newer and newer posts, sends newer and newer invoices, etc…)
Note: It can happen that Onboarding has an “ideal time-frame”, but I think this is pointless, because if someone does not go through the Onboarding, they will become an Inactive User, then a Churned-out User anyway.
Retention: Keeping the users — an Active User will continue using our product, they will use our product/service again and again and will become/remain an Active User.
Note: If the user logged into her user account, it does not necessarily mean that she used our product as well. You’d actually be surprised to see the ratio of the logged-in-but-did-nothing-else user ratio on many product… It is worthwhile to link activity identification to the end of the Onboarding process: it’s often suggested to make it the very end (e.g. with an invoice issuing software: they logged into their account — » we don’t consider this activity; they sent another invoice — » this is considered activity).
Go-Inactive: When a user does not use our product/service for a given time period (or above that).
Churn: When an Inactive User does not use our product/service for a given time period (or above that).
Win-back: When an Inactive User or a Churned-out User becomes an Active User again.
Delete: When a User deletes themselves or asks us to delete them from our system.
Want to read CHAPTER 2? Continue: here!
Want to have the full 54 pages e-book right now? Download it here: http://data36.com/datadictionary/