The Activity and Orchestration reports are very much focused on the counts, stats, and interactions of your customers as they interact with your brand. Insight reports are similar but more focused at revealing different behaviours that your customers are showing as they engage with your brand. We want to start to break down the customers informational and transactional needs for analysis rather than brand led insights. Balancing customer insights and brand insight lets you deliver the right level of focus and helps to determine the types of orchestrations that are needed to make customer stay around for longer, transact more and have a better customer experience.

At Medallia we believe that engagement is achieved by understanding customers interest and intent. We use these data points to help us identify different behavioural cohorts that we may choose to engage with. Understanding what products or services your customers are interested in needs to be broken down by the types of activities they are initiating. By looking that these together you can start to draw a picture of how well your doing on engaging with your customers by understanding their wants and needs and where you are meeting those needs or not.