Activity tracking

Behaviour predicts what happens next far better than a survey or a gut feel. Someone opening a run of emails is warming up. Someone who has not logged in for weeks is drifting towards the door.

Tracked over time, those signals let a team spend its calls on the accounts worth them and catch a quietly disengaging customer before they cancel, instead of reacting once the number has already dropped.

1. Choose the actions that matter. Pick those that correlate with people who convert, stay or spend more. Do not log every click.
2. Track across channels. Combine the website, the email platform and the product itself, since one source rarely tells the whole story.
3. Connect activity to an outcome. Test whether, say, webinar attendees really retain longer before building a segment around it.
4. Set thresholds and automate. For example "pricing page viewed three times in 30 days" alerts sales, and "no login for 14 days" triggers a check-in.
5. Compare with the account's own baseline. A formerly active account going quiet is a clearer warning than a low absolute number.
6. Check privacy. Record only what you need, say what you track in your privacy policy, and respect consent rules such as GDPR.

Activity tracking means logging the specific things people do: page views, clicks, emails opened, calls made, features used. It shows what moves a deal or a customer forward, instead of leaving you to guess.

It is the difference between knowing 500 people visited your site and knowing that one of them read your pricing page three times this week. The first is traffic. The second is a sign of intent.

• Logging everything and analysing nothing.
• Treating one activity, such as an email open, as proof of intent. Opens are unreliable on their own.
• Acting on activity without checking it predicts anything.
• Tracking people without telling them, or without a lawful basis.