Usermind CEO Michel Feaster doesn't want enterprise software to look like it was designed for Windows XP or function like it's a Rubik's Cube.

Her company has crafted a solution that largely meets those goals, as Usermind offers an attractive and extendable business analytics tool that could be a great alternative for those who want to consolidate multiple dashboards.

With Usermind, companies can define and automate all aspects of their customer lifecycles to improve revenue, retention, and profitability, the company boasts. The enterprise business operations platform was founded in 2013 by Feaster and Przemek Pardyak, Usermind with the goal of driving faster business growth and innovation through BizOps technology. 

Headquartered in Seattle, Usermind is backed by Andreessen Horowitz, Menlo Ventures and CRV.

It was one of the more intriguing pieces of software to catch our eye during Scott Brinker's MarTech conference, which was jam packed with similar companies that all pledged to solve your data analytics issues. This is a challenging space to be in, though Feaster offers some enthusiasm and understanding of the key issues that marketers may want to pay attention to.

Turn Visitors into Customers

Usermind CEO Michel Feaster
All the insights that come from such data analysis are lovely, but they usually don't mean all that much unless they turn into actionable information to get you customers. And sometimes that's not always evident in the numbers themselves, as frequently too many things are being measured at once to make the necessary judgment.

"When working with companies we found several, common questions that they wanted their dashboard to answer," she said. "Why can't these easily be combined into a seamless workflow to optimize the conversation rate - how do I turn the most visitors into customers? What outreaches drive conversion?

Following the customer journey

A major theme in Usermind's product design is built around the concept of a customer narrative: you can follow a journey to find out where the key interactions are. For example, this means garnering more information about what customers do at different points and finding out where they drop off. Sometimes customers want to use your product or connect with your content, but they just frustrate out somewhere.

"In building the product we saw how all these siloed technologies are awesome but super bottomed up. It's becoming critical that all elements which impact the customer journey are analyzed," Feaster said. "We take this outside point of view and bring it into the dashboard, as it's about the end-to-end experience and customer life cycle."

Reigning in all that software

Steven Dunston, the head of marketing for Usermind, also said the data integrations are designed to make faster and better informed decisions.

"We really want to deliver more seamless experiences,” he said. "Our goal with Usermind is for it to become an enabling technology for that transformation."

There are a lot of different capabilities for breaking these down to a very granular level, including one dashboard that offered various if/then statements to quantify potential leads. Other tools are very visual, which helps you avoid the feeling of just drowning in a series of never-ending charts and graphs.

It's common to hear that startups want their service to integrate with others, but this is an area that Usermind seems to definitely take seriously. Usermind works with many Software-as-a-Service providers, with HubSpot, Salesforce, Slack and MailChimp, all part of the equation.

With so many new MarTech providers, this is going to be a critical for any company that wants to compete in this area. While Usermind is by no means the only one trying to make a name for itself in this space, it’s definitely one to keep an eye on for the friendly design and extendibility with other key platforms.