When marketers asked for a clearer picture on their customer segments, we built a reporting solution that turns complex data into actionable insights—no data science degree required. 

When our customers told us they needed deeper insights into how different audience segments engage with their mobile marketing campaigns, we didn't just listen—we acted. Behind every product enhancement at Attentive is a story of customer feedback transformed into tangible solutions. 

Our most recent segment reporting release exemplifies this approach—born from countless customer conversations, shaped through cross-team collaboration, and refined through rigorous testing. The result? A reporting system that gives marketers unprecedented visibility into how specific customer segments respond to their messaging—exactly what they asked for.

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Deep insights start with deep listening

The journey began with a consistent theme in our customer conversations: the need for deeper insights into segment performance. As Don Le, a Lead Product Manager, explains, "We've heard a lot from customers that they want better reporting on segments. They use segments to group sets of their customers together based on common attributes or actions—that's the way to really maximize marketing performance by tailoring the right message to the right person at the right time."

Our customers were clear about what they needed. While they could create sophisticated customer segments, they lacked the ability to track performance metrics for each segment within their campaigns. 

"The ability to deep dive on those segments was something we wanted to expand on," Don notes. This limitation largely impacted marketers who rely on data-driven decisions to improve campaign effectiveness.

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Our collaborative development process

To address this challenge, we assembled a cross-functional team including product management, design, research, and customer success. This collaborative approach ensured that we considered the issue from all angles—technical feasibility, user experience, and real-world customer needs.

A key strength in our development process was the invaluable input from our Customer Success team. "One of the things that is super helpful is we have a great CS team that is working with our clients on a daily basis and really understand their needs," Don shared. "They're working with them on actually getting this data when we may not have it."

Meanwhile, Dominique Fougere, Principal Product Designer, leveraged advanced prototyping tools to bring concepts to life, "The thing I love most is when I put these research designs in front of people, they can interact with the designs and suddenly come up with new questions, ideas, and suggestions for what they want to see and do. To see something visual sparks their imaginations, which in turn makes rapid iterations on designs a delight for me to do."

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From feedback to feature: Our segment reporting solution

After extensive research and development, we introduced enhanced segment reporting capabilities that directly address our customers' needs. The new features allow marketers to:

• See performance metrics for each individual segment within a campaign
• Track open rates, click rates, conversions, and revenue by segment
• Gain insights into segment performance over time

As Dominique explained, "We made the reporting updates that let you see the performance of each individual segment that you sent to within a campaign. When you send a campaign message, you can see their open rate, click rate, conversions, and revenue for each of these segments."

We also strengthened the relationship between different analytics tabs, improving navigation and making insights more accessible. This holistic approach ensures that marketers can easily find the data they need without getting lost in complex interfaces.

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Impact and adoption

The response to our new segment reporting features has been overwhelmingly positive. According to our internal metrics, it's "one of the most quickly adopted products that we have in our UI right now," with many of our active clients now using one of our dedicated analytics features.

This rapid adoption speaks to how essential these insights are for modern marketers. Scott noted, "Users depend on reporting to know if our stuff is working for them well. The reporting is always very important to them because that's how they decide if their money is well spent."

Beyond the numbers, the qualitative feedback has been equally encouraging. Don shared, "The feedback has been extremely positive, it gives them more insight into their customers and makes them feel more empowered to make decisions." This sentiment of empowerment is exactly what we aim for with every feature we develop.

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Looking ahead

While we're proud of these enhancements, we see them as just the beginning of our reporting evolution. Looking ahead, we're focusing on how AI can transform the way marketers interact with their data.

The development of our segment reporting features exemplifies our approach to product innovation at Attentive. We listen closely to our customers, collaborate across teams to find the best solutions, iterate rapidly based on feedback, and continually look for opportunities to push the boundaries of what's possible.

As mobile marketing continues to evolve, we remain committed to providing the tools and insights that empower marketers to create more meaningful connections with their customers. The segment reporting enhancements are just one example of how we're fulfilling that promise.

We invite you to explore these new features and, as always, share your feedback. Your insights drive our innovation, and we're excited to continue this journey together.

About the team:

This feature was brought to life by a dedicated cross-functional team including Don Le, Lead Product Manager, Reporting, Dominique Fougere, Principal Product Designer, Reporting, Scott Goeke, Principal UX Researcher, and our invaluable Customer Success team members. Their collaborative spirit and customer-centric focus exemplify the values that drive innovation at Attentive. Want to learn more about how you can join the Attentive Team? Check out our careers page.