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ONCE CUSTOMERS ARE ONBOARD, THE FOCUS IS ON ENGAGEMENT AND RETENTION.

Data about what our users do in the app supports not only the product team, but also marketing, sales, operations and customer service teams, all of which work from the same foundation of insight.

It is equally important to measure what matters most in each part of the business. Too much data can overwhelm rather than illuminate. Instead of tracking every metric available, focus on the handful that truly indicate customer value and business growth, whether that is activation, retention, monetisation or engagement.

Crucially, numbers should be paired with narratives. Quantitative data – such as usage metrics or churn rates – needs to be balanced with qualitative input, including customer reviews, surveys, feedback and sentiment analysis. Together, they provide a holistic view: not just what is happening, but why.

Learning from users, not market trends

One of the most powerful ways SMEs can use data is by letting their customers guide product evolution. Instead of chasing external market predictions, businesses can uncover patterns directly within their own communities.

For example, a tech platform might notice users gravitating towards one type of feature or broadening their interests beyond an initial focus. By responding to these signals to expand, evolve or refine the offering, companies can keep their communities engaged and ensure growth is demand-led rather than assumption-led.

A recent example is how we elevated an experience in our WOLF Qanawat app by

26 Intelligent SME. tech