University of Twente Student Theses


Discovering Activation by Process Mining : a Case of B2B SaaS Customers

Chiang, Wan-Hsuan (2022) Discovering Activation by Process Mining : a Case of B2B SaaS Customers.

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Abstract:This research aims to find customers’ ”aha moment” through process mining. Aha moment is when users realize the value of using the software product, which is a key to driving revenue, especially for B2B SaaS vendors. According to the AARRR model, the aha moment can refer to activation, and the following customer phase is retention. Since the customers in retention are obligated to experience activation before, the research first identifies milestone actions in terms of product features and user roles to cluster the retention customers. After that, the data of the clustered customers from the time before they move to the retention phase can be used to discover the aha moment. The event log analysis is discussed based on multiple dimensions: product solution, time, and user roles. The research mainly applies the process mining technique, heuristic miner, to discover the customer’s behavior patterns. Apart from marketing funnels, this project also involves the concept of human-computer interaction for event classification and data cleaning, which is practical for cleaning UI logs. The discovered processes and aha moment can guide future product development and value proposition reproposal.
Item Type:Essay (Master)
Faculty:EEMCS: Electrical Engineering, Mathematics and Computer Science
Programme:Interaction Technology MSc (60030)
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