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Rock Your Analytics and Tracking with Segment.io
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Transcript of Rock Your Analytics and Tracking with Segment.io
Rock your analytics and tracking with Segment Guillaume Cabane - Head of Marketing @ Mention
@guillaumecabane #Segment101
Board meeting 28 August 2014
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What were you doing yesterday?We did a team building
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What were you doing yesterday?We did a team building
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What were you doing yesterday?We did a team building
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1 A bit about analytics
2 What’s that Segment thing ?
3 Tracking with Segment 101
4Getting nerdy with Segment data and other GrowthHacks
PITCHRock your analytics and tracking with Segment
#Segment101 @GuillaumeCabane
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Head of Growth Marketing @Mention | Ex-Apple | Mentor at @numaparis.
Doing Internet stuff since 97', still not billionaire but working on it! #Pastafarian
Who am I ?
#Segment101 @GuillaumeCabane
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1 Not a freelance or agency = Nothing to sell
2 But passionate about analytics
3 Not a dev but a marketer = everything shown afterwards is understandable by anyone
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Missing a mention logo on this slide
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A bit about analytics
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// quantum physics and analytics
Measuring is the new seeing#Segment101
@GuillaumeCabane
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Your business is the same : as long as you can’t measure it, it may very well not exist
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I hope that was clear.
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Follow-up E-mails
Display survey in-app for 5 days
Full Integration Full Integration
Full Integration
Send survey dataGet customer data
#Segment101 @GuillaumeCabane
User centric vs. session centricAliasing anonymous visitors
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What’s that segment thing ?
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All of your tools run on the same data. So why would you track it over and over?
_kmq.push([‘record’, ‘Purchased Item’, { revenue : 9.95 }]); _gaq.push([‘_trackEvent’, ‘All’, ‘Purchased Item’]);
mixpanel.track(‘Purchased Item’, { revenue : 9.95 }); _cio.track(‘Purchased Item’, { revenue : 9.95 }); olark(‘api.chat.sendNotificationToOperator’, {
body : ‘Visitor purchased an item.’ });
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There is a better way.Replace your tracking with a single, simple API.
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There is a better way.Install new tools with the flip of a switch.
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Activate any integration in secondsA single hub to collect, transform and route your data.
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What is Segment?A single hub to collect, transform and route your data.
Segment collects the master copy of data and transforms it for each app.
11 libraries :- Browser- Mobile- Server-side
> 150 integrations,and counting
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Server-side
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Browser
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Mobile
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Plugins
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What does it cover?Analytics
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What does it cover?Advertising
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What does it cover?Customer Support
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So what is it great at ?
• Integrate once, ensure you can use any tool.
• Activate one or multiple tools at no (dev) cost, trial it with actual data.
• Go beyond analytics with other tools
• Get homogenous data regardless of the app used
• Bidirectional data flow
• Debug your product
• Identify potential Sales (quality)
• Nurturing (quantity)
• Support
• Free to use for developers / small projects
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What is it not ?
An analytics toolA competitor of GA, Kiss or others
There is no data analysis whatsoever
It’s not a tag manager either
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How does it work?All of your tools run on the same data.
IdentifyWho are your
users?
TrackWhat are they
doing?
PageWhere are
they doing it?
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Event propertiesPeople complete events, and those events have properties :
« Clicked signup ? »« Clicked red signup button ? »« Signed up with email on red signup button top of page »
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Signed up :
Signup button color : red
Signup button location : top
Event propertiesPeople do events, and those events have properties :
Event name
property name Event value#Segment101
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Event propertiesDon’t do this :
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Event propertiesIt will be (almost) impossible to analyze in analytics tools
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Event propertiesUse a single event with multiple properties
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Segment features
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Tracking plan
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Tracking plan
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Tracking plan
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Debugger
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Debugger
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1 Data storage and access is out of this league (>75K$ per year) for Amazon Redshift
2 Not all integrations are mapped in full, many have a partial mapping
3 Not all integration options are available
4 Specs / Mapping is being set, with no easy way to follow it
Some issues however
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Are there competitors ?There’s an opensource version of segment : analytics.jsBut also :
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Tracking with segment 101
#Segment101 @GuillaumeCabane
It’s KPIs you want, not events
It’s people you want, not hits
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KPI
# Event A ÷ Event B
Top to bottom implementation
Start with the KPIs you want to track. Then find what events you need to calculate them.
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Top to bottom implementation
Start with the KPIs you want to track. Then find what events you need to calculate them.
Signup rate
# Signups ÷ # Visits
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Start smallWhatever your size, start with 3 to 5 KPIs. Make
them work, then based on your specific needs, add KPIS.
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Bootstrap Startup Growth
Acquisition Signups Signup rate CAC
Activation Activation rate Engagement score
Retention - Retention rate NPS Score
Referral - Viral coef
Revenue Conversion Upgrade rate Time to upgrade, ARPA, CLTV, Churn
>> Events Signed up, Converted Visits, Feature X used, Signed in, Invite sent
Ad campaign hit, Feature X activated, NPS survey
answered, Downgraded
3 step method : SaaS KPIs
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Next : naming conventionDon’t do this
Looking for the right Email sent event?#Segment101
@GuillaumeCabane
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Naming convention : share the rules
#Segment101 @GuillaumeCabane
Object Action
Naming convention : Best practices
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Subscription Started
Naming convention : Best practices
#Segment101 @GuillaumeCabane
Tracking plan : Spreadsheet
#Segment101 @GuillaumeCabane
Visited Site
Viewed Success StoriesCategory
Viewed Pricing
Viewed BlogCategory : tech | social |
Viewed Features
Viewed SignupSignup page version : XX
Started SignUpStarted Signup location : url
Signup type : email | twitter | facebook |
Clicked Signup ButtonSignup Button page : HomePage | pricing
Signup button location : sliderSignup Button Color : Red | GreenSignup Button Message : "Sign Up"
Viewed HomePage
Clicked PremiumPlanPlan type : starter | growth | company | free
Signed UpSignup type : email | twitter | fb ...Signup platform : IOS, Chrome...
Started FreeTrialfreetrial type : 14
Viewed welcome popupversion :
Invited who ? :
Viewed Alert Creationversion :
Created AlertQuery : text value
Nb of KW : numerical valueUsed of boolean : yes | noLanguages : FR | ES | EN
Alert name
Activation zone :
Viewed social account
Added a social accountsocial account type : twitter | fb ...
Viewed statistics
Filtered statisticsTime filter : yes | no
Advanced filter : yes | no
Exported AnalyticsFiltered view :
analytics export type : pdf
Exported MentionsFiltered view :
mentions export type : csv | tsv | excel | pdf
Retention zone : customer gets value
Email Notification Sentnumber of mentions
Opened Email notificationnumber of mentions :
open time : in seconds
Viewed Redirector Viewed detailed Analyticslocationbehavior
Curated MentionsNumber of mentions curated :
Curation type : deleted | Spam ...mobile gesture: special | standard
Curated SourceSource curation action : blocked |
priority | Follow | unfollow
Revenue zone : we get value
Acquisition zone :
Ad Campaign hit
Social hit
Viewed Share Alert
Shared an AlertShared Alert with : [email protected] Alert mode : team | email
Viewed Referral Page
ReferredRefer type : email, twitter, linkedin
Referral AcceptedMentions gained
Referral email sentMentions gained
Viewed Referral Email
Referral zone
Viewed Shared Alert Email
Accepted Shared AlertShare mode : in team | read only
Shared Alert from : [email protected]
Viewed Block Screenblock screen type : Quota | Stats .
? overquota ratio ?
Viewed Quota PageOver quota : Yes | No
Quota exceeded : Mentions | Alerts | Users
Clicked Change Plan
Viewed BillingALL fields required
Push data as it arrives
Selected a PlanPlan selected : Growth | Enterprise | Free
Plan value : $$
Viewed Pricing Page (inApp)PricingPage location : inApp
Quota exceeded : Mentions | Alerts | UsersShould this be an event separated from the "public pricing" ?
Selected a Payment MethodPayment methode type : CreditCard | Wire
Potential Revenue : $$
Changed plan durationSelected duration : Annual | Monthly
Submitted Credit Card paymentCredit Card type : Amex, Visa..Credit Card processor : Stripe
UpgradedPlan type : Starter | Growth |
Plan Value : $$Renewal type : yearly | Monthly
Clicked Search bar
Did SearchType : KW / Filtered
Filtered : yes | noKW : yes | no
Propreties to rework here
Service side data (probably in identify) :Nb of alerts blockedNb of alerts createdNb of alerts deleted
Deleted accountDowngraded to freeusertype : admin | ...
Customer ChargedRevenue : $$
Green = user action on PageUse the track method
Blue = Page viewIn segment this is the Page methodDo not pass the "viewed" but name the page. For mobile use the screen
method
Red = server side event
Logged InSign in type : email | twitter | fb ...
Viewed Alertnumber of mentions :
Alert name : Alert ID
Alert number
Viewed MentionMention type : twitter | facebook ...
Reacted to MentionReaction type : Reply | Retweet |
Share | Email | BufferChanged tonality
Auto tonality : Neutral | Positive ..Manual tonality : Neutral | Positive ..
Viewed Welcome ScreenLast screen : 1 | 2 | 3 | 4 | 5
Signed InSignin type : email | twitter | fb ...
Deleted account
Signed inSignin type : email | twitter | fb ...
Viewed my profile
Viewed Manage my alerts
Viewed settings
Clicked edit alert parametersDeleted alert
Viewed Alert settings
Viewed manage notifications
Page category : user settings User Settings
Edited AlertQuery : text value
Nb of KW : numerical valueUsed of boolean : yes | noLanguages : FR | ES | ENFrequency : daily | Weekly
Viewed my team
MobileDesktop } When event is present on both
platforms,no bullet is shown
Shared MentionShare method :
Deleted from teamwho ?
Changed user rightswho ? :
rights change :
Gived access to socal accountswho ?
Viewed Billing
Viewed Quota / Plan
trigger n times the propriety
Clicked email notification
Received Shared Alert
Viewed feature discoverycompletion ratio :
Clicked on {{feature}}
Viewed Build team
Downgraded
Viewed Downgrade popup
Viewed tasks
Created a taskTask type : read
Advanced filter : yes | no
Tracking plan : Visual Layout
Tracking plan : The Segment feature
#Segment101 @GuillaumeCabane
Tracking plan : The Segment feature
#Segment101 @GuillaumeCabane
Mobile & Webapps
Using identify correctly, you will have a cross-device view of your user.
For that to work, it’s crucially important to have the same naming convention across all your apps
#Segment101 @GuillaumeCabane
Mobile & WebappsBest practice : same naming, different projects
Mobile Project
Segment organization
Webapp Project Backend Project
Event name : « Signed up »
Mobile integrations
Webapp integrations
Backend integrations
This gives you the flexibility to separate OR regroup events at will, debug much easier, activate integrations per device
#Segment101 @GuillaumeCabane
Server-side vs client-side tracking
Server-sideData is always clean & complete
Multiple routes to an event are easy to handleNot all events happen client-ide : billing
Client-sideSome actions are more easily tracked client-side (button clicks)
#Segment101 @GuillaumeCabane
Standard traits & semantic events
Segment is moving towards a larger and larger set of standard traits, events & properties.
Using their naming schema for these elements means they will be correctly mapped in the integrations.
• A/B Testing• Ecommerce• Email• Live Chat
#Segment101 @GuillaumeCabane
Standard traits & semantic events
The most important one is the transaction event, called « Completed order », with it’s « revenue » property. This will be recognized by Google Analytics, Kissmetrics and all other revenue tracking tools.
#Segment101 @GuillaumeCabane
Usual Pitfalls
• Start from your interface• Track everything• Bad or no naming convention• Using non standard events and properties• Aliasing issues
Too often I see people doing bottom to top implementations, stop in the middle, and have nothing.
#Segment101 @GuillaumeCabane
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ObjectionsI don’t have the time to do this ! >> Data not captured is lost forever. Start now.
Why not do it In-house ?>> OK if you are a genius or your time is worthless. In all other cases, rethink your priorities.
#Segment101 @GuillaumeCabane
Getting nerdy with Segment : GrowthHacksAs a marketer, Segment is my ultimate GrowthHack
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Old marketing is about creating a difference between real and perceived value of your product, the difference being your margin.
Growth Marketing is about creating a difference between the real and perceived time spent on a customer’s account, the difference being your
margin
Automation and scalability is what defines Growth Marketing
#Segment101 @GuillaumeCabane
Segment helps you capture tons of data on your customer
#Segment101 @GuillaumeCabane
What can a growth hacker do with such data ?
#Segment101 @GuillaumeCabane
Measure the ROI per propertyMove from immediate measurement of CAC to a cohort based analysis
NPS Score
Capture third party data
Segment is made to receive data from your app and send it to integrations.
But some of your customer actions don’t happen in your app :Email actions, input in your CRM, Webinars…
#Segment101 @GuillaumeCabane
Third party tool
API call
Webhook
Capture third party data
Webhook listener
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API callWebhook
Capture third party data
Webhook listener
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Third party tool
Webhook
Native API integration
Capture third party data
Webhook listener
API call
#Segment101 @GuillaumeCabane
Bidirectional data flowSpin the wheel of data !
Third party tool
Webhook
Native API integration
Webhook listener
API call
Customer action synced back
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Reminder E-mails
Display survey in-app for 5 days
Full Integration Full Integration
Full Integration
Send survey dataGet customer data
#Segment101 @GuillaumeCabane
Extremely targeted nurturing emails
Signed up
VIP = trueSigned up = 2d
Free = trueSessions ≥15
Vip = trueSigned up = 9days
freetrial= true
last seen ≥ 16d
No plan yet = trueSigned up = 1d
PAID
Churned
Product improvements
SolenePremium Stats
upgraded > 10dStats = 0
sessions >10plan = company or growth
Not emailed ≥1dcreated alert = 0
Last contacted > 2dplugin social ac =0
Last contacted > 2dStats =0
Last contacted > 2dShare alert = 0
Free_trial end date ≤ 3dConsumed_quota >0
Signed up = 14dfree_trial = false
Referral
Patricia
sent invite = 0NPS ≥9
User based event
nurturing email sent
French
Spanish
English
German
condition
In app message
Trial
Churn
Paid
Free
Complete signup
Patricia
Tip : Create Alerts
sender language based
NPS score <6
NPS score ≥9
NPS Survey #1
Guillaume
Upgrade Promotion
Jordan
NPS Score ≥9reason = expensive
Ask for referral
Customer support
contact
Mobile Apps
Nicolas
Team & tasks
sender language based
Free_trial = trueLast seen >4d
last contacted >1d
How is it going ?
Jordan / Vincent
Vertical success
stories
Decrease noise :
block sources
hit quota : 2xLast contacted ≥7d
Tag based blog posts
Last contacted >2dMobile app = 0
Desktop Apps
Nicolas
Last contacted > 2dDesktop app = 0
Extend your free trial
Jordan
NPS Score ≥6≤8reason = upgrade later
Last contacted > 2dCreated a team = 0
Last contacted > 2dBulk edit = 0
Upgrade ?
Last contacted ≥7dread blog post = false
Last contacted ≥7dRead success story = false
per job position
Signed up ≥ 7dVIP = false
Renew Failed
Write a review
Patricia
Referral ≥2NPS Score ≥9
Write a review
ShannonReferral ≥2
NPS Score ≥9
Upgraded ≥ 25 d
You are missing out
on paid features
Vincent
signed up > 30dused mention ≥15
Check out your
mentions
Trial expired =1d
NPS score = falseTrial expired = 5d
Thank you 4 Honesty
Matt
NPS score ≤6
New feature :
AnalyticsNew feature : Reorder
New feature : Bulk editNew feature :
Geofiltering
New feature : Zendesk
Best practice : how
"marketers" are using
mention
People have been
talking about you
Success Champion
sender language based
Welcome email
Mat
Tip: Social accounts
sender language based
Tip : Statistics
sender language based
Tip : Share an alert
sender language based
Bulk edit
sender language based
Trial expiring
Jordan / Vincent
Trial expired
Mention
VIP Welcome email
Jordan / VincentVIP checking again
Jordan / Vincent
Downgrading ?
Vincent
Churn Prevention
do you need help ?
Last seen ≥1w
last seen ≥1w
per job position
expired = 5d used feature = no
Notification emails :
Change frequency
ratio read / time <1 Last contacted ≥7d
Vertical success
storiesTag based blog posts
Best practice : how
"marketers" are using
mention
Make the most
Patricia
Maximise you plan
salesUpgrade Congrats
Mat
In-App NPS
Last contacted ≥ 2dConsumed_quota = 0
Quota limit reached
Downgrade_type = manual
Horray ! First mention
Patricia
Consumed_quota >1
5/5, you’re the best !
Patricia
Monitoring expert
Patricia
In-App NPS
Alert ≥1Shared alert = truesocial account >1
Team player
Patricia
alert company = truealert competitor = true
alert name = truecurated mention = true
Crazy customer used ALL features
upgraded from free
Plan maxed out
sales
plan = starter or growthAlert or Users ≥ plan
can not downgrade = true
>12500 mentions in one week
Too many mentions ?
Cust support
Consumed = quota
Invite to our exclusive
community
referred ≥3NPS >8
Renew Failed
Mat
Too many mentions ?
Patricia
No mentions ?
Patricia
CreatedAlert
GotMentions
Added Social Acct
Invited team
member
Trial expired
AnsweredNPS
Survey
NPS Survey #2
Guillaume
#Segment101 @GuillaumeCabane
Extremely targeted nurturing emails The fake reply
Create lead
Data push via email
Sync lead ownership
Extremely targeted nurturing emails I looked at your account
Dozen more ideas we are working on
• Tie your Signup form into Augur, send the data back to segment. => more data, less required fields
• Use Segment to measure and store the engagement on your email … measured in seconds
• Build a retargeting campaign that starts when your users stop opening your emails
• Handle A/B testing variations globally with a bucket trait…..
#Segment101 @GuillaumeCabane
Thanks !My name is Guillaume Cabane@guillaumecabane OR [email protected]
JOBS > mention.workable.comBackend DeveloperUI Designer