Interview with Elle Morgan, Content Marketer and Evangelist at Woopra
Do you know what your customers are doing?
If not, skip feeling like a stalker and check out Woopra - the modern leader in real-time customer analytics. Unlike other data crunching platforms, Woopra syncs customer data and tracks what your customers are doing all in 100% real-time.
We were lucky enough to hang out with Elle Morgan, Woopra’s Content Marketer and Evangelist, whose superpower is humanizing analytics and putting a face to all that faceless data. Check out what she has to say about the future of analytics, a simple four-step guide we all can use when starting a new project and what’s in store for Woopra in the not-so-distant future.
Q- How did you get into this industry?
Elle- I’ve enjoyed writing for as long as I can remember. I was studying Journalism at Indiana University with the aspiration of being an investigative journalist when I took my first internship at a local news station.
I’ll never forget when the Senior Reporter pulled me aside and said, “If this is the one thing you can ever picture yourself doing, then go for it. But, if for whatever reason you’d be happy doing something else, do that instead!”
I listened to tales of grueling hours, low compensation and network politics. After which, I thought to myself, “I can definitely be happy doing something else!” A few months later, I packed an oversized suitcase and headed for the West Coast, where I fell in love with the opportunity and challenges of startup life!
Q- When you start a new project, what process do you follow?
Elle- Before kicking off any new project, I ask myself a few questions:
- What am I trying to achieve?
- Who is the target audience? In other words, who will benefit most from what I achieve with this project?
- What does success look like?
- Who else should be involved in the project to achieve success?
This is the foundation for scoping any project that I take on. It helps to organize these thoughts in a document that you can refer back to and share with relevant parties. For smaller projects this may feel excessive. But, in my experience, clearly defining objectives and expectations will create a solid baseline that can then be leveraged for future iterations.
Q- How much is your work focused on user experience and content?
Elle- The majority of my time is dedicated to designing better user experiences through the use of content. At Woopra, we have insights into every touchpoint in the customer journey. I can see where users are engaging with our product, but more importantly, where they are not.
Having this customer data at my disposal, I can identify knowledge gaps in our product, documentation and throughout the onboarding process. This helps me to organize and prioritize the content I’m creating and the respective delivery channels.
The holy grail of marketing is engaging with the right users, at the right time, with the right message and through the right channel. I look to our user data to understand who needs helpful content and on what topic. Then, I leverage Woopra, to send that message through the right channels and at the right time.
Q- Where do you look for inspiration in your day-to-day work?
Aside from these inspirational heroes, I look to my co-workers for daily motivation. I lead our marketing efforts and rely heavily on Customer Success, Sales and Product for creative ideas. For example, the last campaign that I ran for our Sales team required combining product engagement data with a user’s technographic and firmographic data. I relied heavily on the expertise of our product and sales team to orchestrate a campaign fueled by data - from every department within our company.
Q- What does the future of product look like?
Elle- I suspect that product design, development and marketing will continue to be influenced by data more and more. Today, you can leverage product data to inform product roadmap decisions, prioritize feature requests and design better user experiences.
In the not so distant future, machine learning and predictive analytics will be engrained into this process. Historical data will support predictions and regression analysis with increased accuracy. Machine learning algorithms will power recommendations, anomaly detection, classifications and clustering. Ultimately, I believe that we’ll be able to build better products with greater efficiency - leaving more time to innovate and design incredible customer experiences.
Q- What prompted the idea to start Woopra? What excited you about it?
Elle- Woopra was founded by two engineers, Elie Khoury and Jad Younan, who saw the need for real-time analytics software that delivered reporting and metrics down to the individual user-level.
They believed that in order for data to be meaningful, it had to be human. This meant moving away from sampled data and siloed channel metrics (Google Analytics was one of the only solutions at the time) and moving toward a solution that captured and enabled the optimization of every touchpoint in the customer experience.
For me, it was this human element that sold me on the product. Before Woopra, I thought of data in terms of sales data, product data, support data, website data and so on. There were lines drawn between departments. But, the customer doesn’t see a brand this way. They don’t separate a marketing message, from a support ticket, or a sales pitch from a product feature. To the customer, every piece is a part of their experience.
When I started to look at data in this way in Woopra, as the end-to-end customer journey rather than handoffs between departments, I was blown away with the potential. My mind began racing through moments in my career that would have gone differently if I’d had this level of customer insight and I was hooked!
Q- What are the workflows at Woopra where you see teams using CloudApp (Customer Success, Product, Design, Engineering, QA/Development)
Elle- On the marketing side, I love creating GIFs and videos with CloudApp to share in my blog posts and instructional product content. Before CloudApp, I would take screenshots that would quickly become lost in the mix of images, documents and files that flood my computer. Now, I know exactly where to go for any of my screen grabs and can easily share them with other members of my team or within my content.
Our product and customer success teams use CloudApp even more regularly! They include videos and gifs in their support ticket responses and to help guide people through our product. Instead of trying to write out lengthy responses to customer questions, they capture and share quick video bites that improve our response timing and increase clarity.
Q- What tech is used at Woopra?
Elle- The big tools we use every day are: Zendesk, Github, Slack, Google Apps, CloudApp, Trello, Hubspot and Salesforce!
Q - What are the top 5 songs in your Spotify/music queue right now?
Elle- Calvin Harris - My Way
Andy Grammer - Fresh Eyes
Ed Sheeran - Shape of You
Amine - Caroline
Coldplay - Hymn for the Weekend
Q- What’s your favorite book? And your favorite film?
Elle- The Happiness Advantage by Shawn Achor is my all-time favorite book! For my favorite film, I’d have to say it doesn’t get better than Fight Club!
Q- What hangs on your living room wall right now?
Elle- Three pop-art paintings from LA artist Maxwell Dickson!
Q- Links to a favorite project you’ve worked on that most people may not know about?
Elle- When I worked at Edmunds.com, the company was growing quickly and we needed a way to keep remote employees tuned in to corporate action and culture. So, I hosted a weekly show called Edmunds Snacks! Every week, I would interview fellow employees to learn what projects they were working on and some capture office fun! You can check out some of the episodes on Youtube here!
Q- As a child, what did you want to be when you grew up? Have you fulfilled your hopes?
Elle- I grew up on a little farm and wanted to be a veterinarian when I grew up! I loved (and still love) animals. But, my first trip to the Vet as a child was a reality check into the struggles of the role. I quickly learned that I didn’t have the stomach for it, but never stopped keeping animals by my side.
Want to see how Woopra can help you put a face to the numbers and help you better get inside your customer’s heads and carts? Check out their blog for more of a detailed scoop.