The results were dramatic enough that we are not able to fully unpack them here, as we’ve been asked not to share certain numbers outside the company. What we discovered has kicked off a “road show” with internal stakeholders across all parts of the organization in order to begin to articulate the message about community value—which has largely been met so far with great support and approval.
When the Anaplan Live! event series began in 2019 (then called User Groups Live!), we were able to use our events influence calculation to attribute $2.2 million of influence to our first four events collectively (leading to our winning the 2020 Khoros Kudos award for Top Line Growth All Star).
As mentioned above, in 2020 we hosted two more of these events—and hurdled our previous numbers by a large margin. Using the same calculations, we can attribute more than $7.3 million of influence to just these two events, bringing the event series total to more than $9.5 million.
This so far does not include the more than 80 other events our Community hosted throughout the year.
Even more exciting than our events numbers was the result of our research into engaged visits for our Community Value Metric. When we began looking at the business impact of customers who log in to the Community versus remaining disengaged, we found that where there was Community login activity (and thus engagement, as outlined above), customers spent (on average) 62% more as where there was no Community activity. Further, in our calculations, the YoY change from FY20 to FY21 where there was no Community activity remained flat; however, where there was Community activity, the amount of spend increased 23% from FY20 to FY21.
While we fully understand there are many reasons why a customer chooses to spend what they spend, or why some of these numbers may change (or not) year over year as they’ve done, it still remains clear that a customer who engages with the Anaplan Community and its members derives significantly more value from their experience with the platform than someone who is attempting to use it alone.
As this year progresses, we will continue to dive even deeper into these engaging Community behaviors at a more granular level to investigate the individual value of specific activities, such as posting in the forums or joining a Group. Given what we’ve found so far, we are very excited to see what else we can learn!