rock your analytics and tracking with segment.io

Rock your analytics and tracking with Segment Guillaume Cabane - Head of Marketing @ Mention

@guillaumecabane #Segment101

http://mention.com

Board meeting 28 August 2014

22

What were you doing yesterday?We did a team building


33



44


5

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


66

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 ?


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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


8

Missing a mention logo on this slide

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A bit about analytics



1010

// quantum physics and analytics

Measuring is the new seeing#Segment101

@GuillaumeCabane


1111

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.


1313

Follow-up E-mails

Display survey in-app for 5 days

Full Integration Full Integration

Full Integration

Send survey dataGet customer data


User centric vs. session centricAliasing anonymous visitors


16

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.



2020

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



2323

Browser



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Mobile



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Plugins



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What does it cover?Analytics



2727

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

@GuillaumeCabane


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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


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


Object Action

Naming convention : Best practices


Subscription Started

Naming convention : Best practices


Tracking plan : Spreadsheet


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


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


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


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)


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


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.


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.


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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.


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


Segment helps you capture tons of data on your customer


What can a growth hacker do with such data ?


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…


Third party tool

API call

Webhook


Webhook listener


API callWebhook


Webhook listener


Third party tool

Webhook

Native API integration


Webhook listener

API call


Bidirectional data flowSpin the wheel of data !

Third party tool

Webhook

Native API integration

Webhook listener

API call

Customer action synced back


Reminder E-mails

Display survey in-app for 5 days

Full Integration Full Integration

Full Integration

Send survey dataGet customer data


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


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


Welcome email

Mat

Tip: Social accounts


Tip : Statistics


Tip : Share an alert


Bulk edit


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


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…..


Thanks !My name is Guillaume Cabane@guillaumecabane OR [email protected]

JOBS > mention.workable.comBackend DeveloperUI Designer

mailto:[email protected]

rock your analytics and tracking with segment.io

Technology

board meeting

segment data

survey data

customer data

analytics measuring

trackpurchased item

item mixpanel

master copy of data