Case Study: Asana proves customer education impact with Candu

Asana - Customer Case Study

Asana, a data-driven business, wanted to prove the real impact of its customer education efforts rather than relying on correlation alone. Daniel Quick, Head of Customer Education, looked for a way to show how learning resources and training influenced customer behavior, adoption, and retention.

Using Candu’s in-app messaging capabilities, Asana ran a blind A/B test across its user base, showing custom educational content to half of users and no message to the other half. This gave Asana a large control group and enough scale to measure downstream adoption and utilization, helping the team attribute changes in user behavior more confidently to the education campaign.

Asana

Daniel Quick

Head of Customer Education