How it started
KarmaPulse was a startup specialized in Social Listening. Previous products were strongly focused on SaaS-style apps that gave analysts and marketers control over data querying, volume extraction, visualization, and exporting.
With great control over the process came the need to learn how to use the tool—sometimes a bit technical (e.g., the query builder). We realized that the key pain point was not in the data itself, but in the sense-making process.
I conceived Web Reports as a lean tool focused on simplicity, design, and data storytelling around specific common questions that we knew a wide range of our customers had.
Each report should answer a question in a clear and concise way.
The first prototype targeted marketers, communication professionals, and analysts from mid-management to director level, who needed to understand digital conversations and narratives around specific entities (brands, individuals, hashtags, or topics). It was designed to answer the following questions:
- What is the current perception of one or more actors (brands/products) in digital media?
- What are the key conversation topics surrounding these actors?
- What is the performance of conversations around these actors?
- What is the sentiment breakdown in conversations around these actors?
- How do multiple actors compare to each other in digital conversations?
What I did
- Coordinated a 5-day Design Sprint with the Product Team to validate the first prototype
- Set the vision aligned with business strategy, usability testing, and technical feasibility
- Refined the score analysis methodology using extensive research on social media metrics and their evolution
- Wrote product documentation that supported sales pitches, onboarding, and customer communication
- Implemented a go-to-market strategy to increase customer adoption, co-defined with the CEO of KarmaPulse
- Documented a product strategy vision to develop an ecosystem of Web Reports
Results
- In 2024, this product was used by 50% of KarmaPulse’s B2B customers
- Extended average Customer Lifetime Value from 12 to 16 months
- Decreased Customer Acquisition Cost for new leads seeking social data analysis
More details
The Benchmark Web Report introduced a single leading metric of brand social health: the “karma score.” This metric considers sentiment, engagement rate, and conversation quality across all social media channels of the main brand.
It then uses the score to rank performance against up to 9 competitors.
Next, it provides detailed insights into the three main criteria (sentiment, engagement, and conversation). Finally, a selection of representative comments is displayed to provide additional context.
