Context is King in Partner Portal Analytics

[fa icon="calendar"] Apr 25, 2017 9:30:00 AM / by Elizabeth Chaney

Elizabeth Chaney

Data analytics has invaded our personal lives, online and off.

Almost everything we do in our consumer lives today gets tracked, analyzed, and in theory, this is all to provide us a more relevant experience the next time. However, in practice, we keep getting the same old experience and the same content that makes no sense for what we are next doing. What’s wrong? Context is missing. It really is a leap of faith to assume that historical analytics can predict the context for the future.

Traditional web-based partner portals fall into this same historical analytics trap. There’s a myriad of tools to track hits, views, and possible downloads. However, without an understanding of the context of those metrics and an understanding of who that partner user is, it is difficult to understand that partner’s success with your portal. Without contextual analytics, companies end up tracking their portal performance rather than the success of their partner relationships and the performance of their channel overall.

So, what are the metrics you should be analyzing to track the success of the partner relationship? It’s really all about the return on engagement with the company. Imagine if a cloud service provider could collaborate with their vendor account manager and the key reseller who will be providing solutions enabled by the service provider, all dynamically in the context of the opportunity with key associated selling content. And as the opportunity proceeds and different roles become involved the content appropriate for those new roles is dynamically available, also in the context of the opportunity. Now, having the data for this opportunity engagement in this context has meaning and significant direct correlation value with the status of that opportunity. If we had the ability to aggregate these engagement metrics for the entire partner ecosystem as well as for individual partners and partner managers, the result would be some true insight about the overall performance of our channel and the health of our individual partner relationships.

The Webinfinity partner engagement platform captures all the data for every user in every engagement, whether it’s person-to-person collaboration, content usage within key stages of an opportunity, or the uptake of a promotion. This context engagement analysis yields insights by partner, by user role or by partner program.

Topics: Partner Portals, Channel, Analytics, Content

Elizabeth Chaney

Written by Elizabeth Chaney

I work with businesses marketing directly to consumers, or those looking to forge tighter relationships with other businesses, large, medium or small.