Insights

Insights is an AI-powered analytics tool that provides product leaders with automated insights on how to increase retention throughout their app, based on trends found at the account level. As product leaders, you can leverage these insights to make data-led decisions to increase retention and therefore growth.

Each insight includes a quantified opportunity, meaning the insight has a numerical impact, for retention and AI-recommended next steps such as creating guides, collecting user feedback, or building and viewing common paths that eligible accounts take to interact with specific events. You can visualize the processed data that led to the retention insight with the relevant metrics and get insight on the potential retention boost if your visitors interact with the insight event.

Insights eligibility

To be eligible for retention insights, an app must have at least 580 eligible accounts and at least 75 churned accounts. An eligible account must have at least 90 days of activity over the last two years.

How it works

The insights model is a proprietary machine learning model that flags events that are retention drivers for accounts in the app, such as Page views and Feature clicks. An account is defined as retained if it exhibited activity, such as interacting with a Page or Feature, over the last 30 or 90 days. The model runs once a week and updates its recommendations on the Insights page to keep the insights relevant and current. For information on what an account is, see Accounts.

The model is built over account-level behavioral data. For each account, the model considers the recent activity patterns of the account, namely, the set of Pages and Features the account has interacted with recently (over the past 30 or 90 days).

Note: Not all accounts and events are considered while the model is learning, as we want to learn only from the ones with sufficient historical data, and sufficient signal for learning.

To recommend retention-driving events, our retention model looks at the association between account adoption of different events and account retention. For example, a Page that most retained accounts interacted with and most churned accounts didn’t will probably be recommended as a retention driver.

After this, the list of events that the model has identified as retention drivers are run through several algorithmic steps, which keep only the most impactful and interesting retention-driving events. For example, events that have an extremely high adoption rate shouldn't be recommended, even though the model has identified them as retention drivers, because they don’t provide high potential to drive additional retention in the app.

Requirements

Insights uses Pendo AI machine learning models to process your visitors’ content. To use this feature, a Pendo Admin user must first turn it on in Settings > Subscription Settings.

Note: Before your Admin can access this setting, you must contact your Pendo representative to confirm eligibility. If eligible, Pendo will activate Insights on your subscription. After activation, you can follow these steps to enable Insights:

1. Navigate to Settings > Subscription Settings.
2. Under AI features, select Insights.
3. In the Enable Insights dialog box, select Enable to confirm the action.
   
   

When you opt in to receive insights, it can take up to 25 hours for the first insights to be generated.

View insights

Insights are based on account-level behavior data in your app and are updated weekly. To view insights, in the left-side menu, go to Behavior > Insights.

The Insights page shows the top insights for the week and a more detailed list of weekly insights. In the Top insights section, you can Like or Dislike an insight. If you select Dislike, you can share your thoughts on why the insight isn’t relevant and submit the feedback. Turn on or off the Hide disliked insights button to show or hide the insights you disliked.

The Weekly insights table lists all the insights generated for the week. Use the filters to filter by Product Area, apps, and insights segments. Use the search field to search the insights list for a specific insight.

There are additional actions you can take:

• Download CSV. If you need to download the list of emails, select the Download CSV icon.
• Edit Columns. If you want to update the columns that appear in the table, select the Manage columns icon in the top-right of the section and add, reorder, or remove columns. Select Save to finish.
  
  

To view more details about the insight, select View details in the one of the insight cards in Top insights, or alternatively, select an insight in the Weekly insights table. For more information, see View insight details.

Create an insights segment

A segment is considered to be eligible for insights when it's assigned to a specific app and includes rules based on account-level data. You can create up to 15 insights segments.

To create an insights segment, go to Behavior > Insights and:

1. In the Insights page, select the Settings tab.
2. In the Settings page, select + Create insights segment.
3. In the Settings dialog, in the Name field, enter a name for the segment. The prefix Insights is added to the name automatically.
4. In the Description field, add a description for the segment.
   

   Note: Visibility is set to Everyone by default. This means that insights are available to all users in the subscription.

5. Select the app for the segment.
6. Add rules, making sure you include at least one account-level rule. For more information on creating segments and adding rules, see Segments.
7. Select Create insights segment to save the segment.

Insights eligibility

When you create the segment, it states whether the segment ‌has the potential to receive insights or not in its current state:

• Has potential. Currently, this segment is eligible and might receive insights. If it doesn’t, you’ll receive insights when there's enough data. If you don’t see insights this week, you might still receive insights in the future.
• No potential. Currently, this segment isn’t eligible to receive insights because there isn’t enough data. You can update or change the rules, or try again when there's more data. You can still save this segment because it might be eligible in the future.

Monitor insights details

Select View details in the insight card to view more detailed information about the insight. Alternatively, you can select an insight in the Weekly insights table.

In the right-side panel, you can see details about the insight, such as the app and product area it originates from, the event defined for the insight, the segment name, the number of accounts in the segment, and the number of accounts that interacted with the event, either by viewing the Page or clicking the Feature.

Retention breakdown

Account retention is broken down between those accounts that interacted with the event and those that didn’t. In addition, you can see the retention boost for the segment if all accounts interacted with the event. The retention period ‌can be either 30 days or 90 days based on the specific insight.

Accounts retained after 30 days or 90 days

This chart shows the accounts that were retained after 90 days. You can choose to view the chart numerically or by percentage.

In this chart, you can:

• Hover on a bar to see detailed information.
• Select a data source at the bottom to hide it in the chart and highlight the remaining data source.

Account characteristics insights

This chart shows you the different characteristics of accounts that interacted with the event in comparison to all accounts in the segment. You can use this data to build segments for additional analytics and guides. 

In this chart you can:

• Hover over a bar to see detailed information.
• In the detailed information that displays when you hover over a bar, select the Explore metadata field to open a report in Data Explorer. The report is automatically populated with information from the chart. For more information, see Data Explorer.
• Select a metric at the bottom to hide it in the chart and highlight the remaining metrics.

Related events

This list shows common behaviors that users perform in addition to the insight’s event. Select an event to access the event’s page.

Next steps

Next steps are AI-recommended suggestions that help you decide on the next action you want to take. Select a step to create additional segments to focus on different behavior of accounts, zoom in on a key user path, or craft a cross-channel journey to promote the insight event.