Summary
The End User model lets you manage and track individual contacts within a company. It supports key actions (for example: sending emails, assigning sequences, capturing engagement data, etc.) at the end user level. This enables you to personalize outreach and monitor activity.
Who is this article for?
Planhat builders/admins who configure their tenant for their team (e.g. CS Ops).
This article is part of the Data Models Course.
Article Contents:
Introduction
The End User model allows you to interact with contacts within a company. Every End-User is linked to a Company in a many-to-one relationship.
This model allows you to interact with contacts - such as sending emails, scheduling meetings, and assigning sequences.
Just like the Company Model, End-Users can receive usage data, helping you track engagement at an individual level. From there, you can monitor their activity and even automate actions based on end user behavior.
Key System Fields
First, let’s take a look at the out of the box System fields.
We have basic contact fields, such as first and last name, email, position, and phone number.
We also have some fields that are used to prioritize contacts.
Primary - is used to easily identify the primary contacts at a company
Featured - helps you determine who else is important within a company
We have some fields that give insight like
Last touch (date) - displays the date of the last Conversation with that Company including emails, tickets, calls, chats and custom Conversation Types
Last touch (time ago) - same as above but shows how long ago this happened
Last seen (date) - displays the date that an End User was last seen in your product. This field takes the date from the most recent user activity in Planhat.
Last seen (time ago) - same as above but shows how long ago this happened
Beats - totals all activities (clicks, logins, downloads etc.) over the past 14 days.
Experience - looks at an End User's total activities since usage tracking started; it displays a percentage showing their relative usage compared to all other End Users in your system, benchmarking them.
The last two fields we’ll touch on have a technical purpose.
External ID - contains the End User unique identifier. This field ensures updates and usage data are all mapped to the correct End User. It's defined by you, and the best practice for this field is to ensure it matches a unique identifier given to End Users in your own internal database.
Source ID - is the unique identifier for end users synced with an external CRM system such as HubSpot and Salesforce. This field ensures your end users in Planhat sync with the correct companies in your external CRM system.
Key Custom Fields
Now that we’ve covered the default system fields, let’s take a look at some of the most common custom fields that teams use to manage End Users.
User Type - a list field that is used to provide details about the type of end user that this person is. For example - Exec Sponsor, DM, Main User, Tech/Ops, End User.
Relationship - a Rating that you can give to a particular contact to convey how good of a relationship you have with them
Advocate? - a toggle that is used to indicate that this person is an advocate of your product. It’s useful for tracking champions you might want to include in advocacy campaigns, reference calls, or case study outreach.
AI Research - this is an example of how to use an LLM (if you’ve connected one) to automatically pull data into a field, providing additional context into this person
Advocate Type - a list field and provides additional insight into what this advocate would be willing to do, such as be part of a Case Study, possibly speak at events, or even be a Reference
Field Groups
Now that you have an understanding of the Key Fields, you can set them up in Field Groups, which live in Profile > Profile Templates. This determines what shows in Previews and full-page profiles for End Users.
Let’s look at how to group them in a logical way. We recommend a set up as below:
For more information on Field Groups, take a look at Help Center Article: Field Groups.
Create Form
To ensure your data stays clean, it’s important you make fields mandatory for creation. We recommend the following at a minimum to enable you to manage your End Users in the best way.
For an in-depth breakdown on all things Profile related, take a look at our Help Center Article: An introduction to Profiles / Previews, the How-To Library in app, or check out the Dojo course related to Profiles.
Common Global Filters
Global Filters are custom segmentations of your data that are created and managed centrally, and can then be applied in various places within your Planhat tenant. For example, you could apply a Global Filter when configuring a Page, or you could select one as part of entry/exit criteria for Workflows.
In the example below, we're looking at a Data Table consisting of all End Users who are Decision Makers. This is a great way to get a group of users so you can either look through it or even take action in bulk (e.g. assigning them to a Sequence).
Here are some examples of commonly used End User Global Filters:
Active Users - identifies all users from current customers that are active (i.e. not churned accounts)
By User Type - e.g. Exec Sponsors / DMs, Primary Contacts, End Users, and Advocates are used to identify all users that fall within these parameters
No Key Meeting > 90D - this is a good one to have so you can keep track of which Exec Sponsors or DMs have not been part of a key meeting in the last 90 days
Last seen > 30 days - this can be a good indicator that something has changed regarding the End User’s behavior, maybe they’re on vacation, or maybe action needs to be taken to increase adoption.
Main Users with Low Usage - this is a good concept to utilize in order to ensure adoption is taking place, and if there are main users with low usage, action should be taken to increase usage
Useful Metrics
Metrics are widely used to understand product usage, and the following are some of the most common use cases:
Login (for a single user) - logins for single user, can also trend this over time.
Total Logins (across all users) - total logins across all users, can also trend this over time.
End User Activities:
This is used for when an end user did something in your tool (e.g., downloaded a report)
Number of Reports downloaded in last day / week / month / and so forth
Number of reports trended month over month, quarter over quarter, etc.
Activities in the last day - which can be extrapolated over any time period (activities in the last week, month quarter, etc.)
For more information on metrics, check out the Help Center Article: Metrics Overview, the How-to Library in app, or the time-series course in the Dojo.