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diana h. smith
@dianahsmith
Measuring for B2B Engagement
How to Collect and Track Data
Across Web and Mobile Devices
diana h. smith
@dianahsmith
A little background
diana h. smith
@dianahsmith
Growth
diana h. smith
@dianahsmith
analytics
diana h. smith
@dianahsmith
email and push
diana h. smith
@dianahsmith
advertising
diana h. smith
@dianahsmith
optimization
diana h. smith
@dianahsmith
support
diana h. smith
@dianahsmith
before you can use any of these tools
diana h. smith
@dianahsmith
you have to think about the data.
diana h. smith
@dianahsmith
diana h. smith
@dianahsmith
It’s all the same data.
diana h. smith
@dianahsmith
Signed Up
Data Sent
Subscription
Started
diana h. smith
@dianahsmith
advertising
live support
Signed Up
Data Sent
Subscription
Started
diana h. smith
@dianahsmith
email
a/b testing
advertising
live support
Signed Up
Data Sent
Subscription
Started
diana h. smith
@dianahsmith
email
a/b testing
advertising
live support
Signed Up
Data Sent user testing
email
Subscription...
diana h. smith
@dianahsmith
Decide what to track once.
Save oodles of time later.
diana h. smith
@dianahsmith
Tracking Plan.
Name Why Properties Location
Signed Up
Key event for user
interest,
marketing
c...
diana h. smith
@dianahsmith
In code.
_kmq.push([‘record’, ‘Subscription Started’, { planValue : 49.95 }]);
_gaq.push([‘_tr...
diana h. smith
@dianahsmith
In action.
diana h. smith
@dianahsmith
Create your tracking plan.
1. Define a naming convention.
2. Carefully select events.
3. Put d...
diana h. smith
@dianahsmith
Define a naming convention.
diana h. smith
@dianahsmith
define a naming convention
Account Created signedUp newUser user-created
joined_group signup S...
diana h. smith
@dianahsmith
define a naming convention
Account Created
signedUp
newUser
user-created
joined_group
signup
S...
diana h. smith
@dianahsmith
define a naming convention
Object Action
diana h. smith
@dianahsmith
define a naming convention
Subscription Started
diana h. smith
@dianahsmith
define a naming convention
What objects do your users interact with?
DataIntegrationSubscripti...
diana h. smith
@dianahsmith
define a naming convention
Project
Created
Deleted
Merged
How can they interact with the objec...
diana h. smith
@dianahsmith
define a naming convention
How can they interact with the object?
Subscription
Started
Upgrade...
diana h. smith
@dianahsmith
define a naming convention
Subscription Started
Subscription Upgraded
Subscription Downgraded
diana h. smith
@dianahsmith
diana h. smith
@dianahsmith
Carefully select events.
diana h. smith
@dianahsmith
Common mistake to track
EVERYTHING.
carefully select events
diana h. smith
@dianahsmith
Common mistake to track
EVERYTHING.
diana h. smith
@dianahsmith
Common mistake to track
EVERYTHING.
How do you know what’s important?
diana h. smith
@dianahsmith
Question WHY you track every event.
diana h. smith
@dianahsmith
Start with THREE events.
diana h. smith
@dianahsmith
Yep, only THREE.
diana h. smith
@dianahsmith
Subscription Started
Subscription Upgraded
Subscription Downgraded
Integration Enabled
Integra...
diana h. smith
@dianahsmith
Subscription Started
Subscription Upgraded
Subscription Downgraded
Integration Enabled
Integra...
diana h. smith
@dianahsmith
1
DISCOVER
display
interest
carefully select events
diana h. smith
@dianahsmith
1
DISCOVER
display
interest
2
ENGAGE
explore top
feature
carefully select events
diana h. smith
@dianahsmith
1
DISCOVER
display
interest
3
CONVERT
give you
money
2
ENGAGE
explore top
feature
carefully se...
diana h. smith
@dianahsmith
1
DISCOVER
Signed Up
3
CONVERT
Subscription
Started
2
ENGAGE
Data Sent
diana h. smith
@dianahsmith
1
DISCOVER
Signed Up
3
CONVERT
Subscription
Started
2
ENGAGE
Experiment
Created
for example
diana h. smith
@dianahsmith
1
DISCOVER
Signed Up
2
ENGAGE
Message Sent
for example
3
CONVERT
Subscription
Started
diana h. smith
@dianahsmith
1
DISCOVER
Signed Up
3
CONVERT
Subscription
Started
2
ENGAGE
Message Sent
for example
5
RETAIN...
diana h. smith
@dianahsmith
1
DISCOVER
Signed Up
3
CONVERT
Subscription
Started
2
ENGAGE
Message Sent
for example
5
RETAIN...
diana h. smith
@dianahsmith
What about pre-signup?
carefully select events
Use page tracking for marketing sites
and “disc...
diana h. smith
@dianahsmith
carefully select events
diana h. smith
@dianahsmith
Put details in properties.
diana h. smith
@dianahsmith
put details in the properties
How many new
subscriptions did we
have today?
What are our most
...
diana h. smith
@dianahsmith
put details in the properties
TRACK EVENT
Subscription Started
WITH PROPERTIES
userId
groupId
...
diana h. smith
@dianahsmith
put details in the properties
Group Project Subscription Started
Group Startup Subscription St...
diana h. smith
@dianahsmith
put details in the properties
Group Project Subscription Started
Group Startup Subscription St...
diana h. smith
@dianahsmith
put details in the properties
ANALYZE
Subscription Started
diana h. smith
@dianahsmith
Developer
Startup
Enterprise
Group
User
What plans are most popular?
diana h. smith
@dianahsmith
January
Startup
Enterprise
Developer
How are our plans changing month to month?
February March...
diana h. smith
@dianahsmith
Data first.
You’re going to be using a lot of tools that
run on customer data.
Take the time t...
diana h. smith
@dianahsmith
Move fast.
Don’t start from scratch.
Clean, consistent data across platforms.
Your whole team ...
diana h. smith
@dianahsmith
Growth
diana h. smith
@dianahsmith
thank you
Visit segment.com/wmd for downloadable
tracking plan templates & best practices.
Ema...
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[WMD 2015] Segment >> Diana Smith, "Measuring For B2B Engagement: How To Collect & Track Data Across Web & Mobile Devices"

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[WMD 2015] Segment >> Diana Smith, "Measuring For B2B Engagement: How To Collect & Track Data Across Web & Mobile Devices"

  1. 1. diana h. smith @dianahsmith Measuring for B2B Engagement How to Collect and Track Data Across Web and Mobile Devices
  2. 2. diana h. smith @dianahsmith A little background
  3. 3. diana h. smith @dianahsmith Growth
  4. 4. diana h. smith @dianahsmith analytics
  5. 5. diana h. smith @dianahsmith email and push
  6. 6. diana h. smith @dianahsmith advertising
  7. 7. diana h. smith @dianahsmith optimization
  8. 8. diana h. smith @dianahsmith support
  9. 9. diana h. smith @dianahsmith before you can use any of these tools
  10. 10. diana h. smith @dianahsmith you have to think about the data.
  11. 11. diana h. smith @dianahsmith
  12. 12. diana h. smith @dianahsmith It’s all the same data.
  13. 13. diana h. smith @dianahsmith Signed Up Data Sent Subscription Started
  14. 14. diana h. smith @dianahsmith advertising live support Signed Up Data Sent Subscription Started
  15. 15. diana h. smith @dianahsmith email a/b testing advertising live support Signed Up Data Sent Subscription Started
  16. 16. diana h. smith @dianahsmith email a/b testing advertising live support Signed Up Data Sent user testing email Subscription Started
  17. 17. diana h. smith @dianahsmith Decide what to track once. Save oodles of time later.
  18. 18. diana h. smith @dianahsmith Tracking Plan. Name Why Properties Location Signed Up Key event for user interest, marketing conversion userLogin type organizationId /signup after form submission Data Sent Engagement metric, how we measure active users ownerId
 ownerTrialActive
 calls
 libraries
 integrations Daily Job sent from server at 10pm PT Subscription Started Conversion metric, shows how people pay us ownerId ownerType ownerEmail planName planValue previousPlan account billing page (server side)
  19. 19. diana h. smith @dianahsmith In code. _kmq.push([‘record’, ‘Subscription Started’, { planValue : 49.95 }]); _gaq.push([‘_trackEvent’, ‘All’, ‘Subscription Started’]); mixpanel.track(‘Subscription Started’, { planValue : 49.95 }); _cio.track(‘Subscription Started’, { planValue : 49.95 }); olark(‘api.chat.sendNotificationToOperator’, { body : ‘Visitor started subscription.’ });
  20. 20. diana h. smith @dianahsmith In action.
  21. 21. diana h. smith @dianahsmith Create your tracking plan. 1. Define a naming convention. 2. Carefully select events. 3. Put detail in properties.
  22. 22. diana h. smith @dianahsmith Define a naming convention.
  23. 23. diana h. smith @dianahsmith define a naming convention Account Created signedUp newUser user-created joined_group signup StartedAccount Signed Up new-user
  24. 24. diana h. smith @dianahsmith define a naming convention Account Created signedUp newUser user-created joined_group signup StartedAccount Signed Up new-user
  25. 25. diana h. smith @dianahsmith define a naming convention Object Action
  26. 26. diana h. smith @dianahsmith define a naming convention Subscription Started
  27. 27. diana h. smith @dianahsmith define a naming convention What objects do your users interact with? DataIntegrationSubscription Project Debugger Event
  28. 28. diana h. smith @dianahsmith define a naming convention Project Created Deleted Merged How can they interact with the object?
  29. 29. diana h. smith @dianahsmith define a naming convention How can they interact with the object? Subscription Started Upgraded
 Downgraded
  30. 30. diana h. smith @dianahsmith define a naming convention Subscription Started Subscription Upgraded Subscription Downgraded
  31. 31. diana h. smith @dianahsmith
  32. 32. diana h. smith @dianahsmith Carefully select events.
  33. 33. diana h. smith @dianahsmith Common mistake to track EVERYTHING. carefully select events
  34. 34. diana h. smith @dianahsmith Common mistake to track EVERYTHING.
  35. 35. diana h. smith @dianahsmith Common mistake to track EVERYTHING. How do you know what’s important?
  36. 36. diana h. smith @dianahsmith Question WHY you track every event.
  37. 37. diana h. smith @dianahsmith Start with THREE events.
  38. 38. diana h. smith @dianahsmith Yep, only THREE.
  39. 39. diana h. smith @dianahsmith Subscription Started Subscription Upgraded Subscription Downgraded Integration Enabled Integration Disabled Integration Data Sent Project Created Project Deleted Debugger Expanded Debugger Paused Event Added Event Disabled Event Deleted Event Filtered Data Sent Project Created Project Deleted Debugger Expanded Debugger Paused Event Added Event Disabled Event Deleted Event Filtered Subscription Started Subscription Upgraded Subscription Downgraded Integration Enabled Integration Disabled Integration Requested Event Deleted Event Filtered Subscription Started Subscription Upgraded Subscription Downgraded Integration Enabled Integration Disabled Integration Requested Data Sent Project Created Project Deleted Debugger Expanded Debugger Paused Event Added Event Disabled
  40. 40. diana h. smith @dianahsmith Subscription Started Subscription Upgraded Subscription Downgraded Integration Enabled Integration Disabled Integration Data Sent Project Created Project Deleted Debugger Expanded Debugger Paused Event Added Event Disabled Event Deleted Event Filtered Account Deleted Project Created Project Deleted Debugger Expanded Debugger Paused Data Sent Event Added Event Disabled Event Deleted Event Filtered Subscription Started Subscription Upgraded Subscription Downgraded Integration Enabled Integration Disabled Integration Requested Signed Up Event Deleted Event Filtered Subscription Started Subscription Upgraded Subscription Downgraded Signed Up Integration Enabled Integration Disabled Integration Requested Data Sent Project Created Project Deleted Debugger Expanded Debugger Paused Event Added Event Disabled
  41. 41. diana h. smith @dianahsmith 1 DISCOVER display interest carefully select events
  42. 42. diana h. smith @dianahsmith 1 DISCOVER display interest 2 ENGAGE explore top feature carefully select events
  43. 43. diana h. smith @dianahsmith 1 DISCOVER display interest 3 CONVERT give you money 2 ENGAGE explore top feature carefully select events
  44. 44. diana h. smith @dianahsmith 1 DISCOVER Signed Up 3 CONVERT Subscription Started 2 ENGAGE Data Sent
  45. 45. diana h. smith @dianahsmith 1 DISCOVER Signed Up 3 CONVERT Subscription Started 2 ENGAGE Experiment Created for example
  46. 46. diana h. smith @dianahsmith 1 DISCOVER Signed Up 2 ENGAGE Message Sent for example 3 CONVERT Subscription Started
  47. 47. diana h. smith @dianahsmith 1 DISCOVER Signed Up 3 CONVERT Subscription Started 2 ENGAGE Message Sent for example 5 RETAIN Integration Connected 4 ENGAGE Chat Group Created
  48. 48. diana h. smith @dianahsmith 1 DISCOVER Signed Up 3 CONVERT Subscription Started 2 ENGAGE Message Sent for example 5 RETAIN Integration Connected 4 ENGAGE Chat Group Created
  49. 49. diana h. smith @dianahsmith What about pre-signup? carefully select events Use page tracking for marketing sites and “discover event” for conversions.
  50. 50. diana h. smith @dianahsmith carefully select events
  51. 51. diana h. smith @dianahsmith Put details in properties.
  52. 52. diana h. smith @dianahsmith put details in the properties How many new subscriptions did we have today? What are our most popular plans?
  53. 53. diana h. smith @dianahsmith put details in the properties TRACK EVENT Subscription Started WITH PROPERTIES userId groupId ownerType ownerName ownerEmail planName planValue
  54. 54. diana h. smith @dianahsmith put details in the properties Group Project Subscription Started Group Startup Subscription Started Group Enterprise Subscription Started User Developer Subscription Started User Startup Subscription Started
  55. 55. diana h. smith @dianahsmith put details in the properties Group Project Subscription Started Group Startup Subscription Started Group Enterprise Subscription Started User Developer Subscription Started User Startup Subscription Started
  56. 56. diana h. smith @dianahsmith put details in the properties ANALYZE Subscription Started
  57. 57. diana h. smith @dianahsmith Developer Startup Enterprise Group User What plans are most popular?
  58. 58. diana h. smith @dianahsmith January Startup Enterprise Developer How are our plans changing month to month? February March Startup Enterprise
  59. 59. diana h. smith @dianahsmith Data first. You’re going to be using a lot of tools that run on customer data. Take the time to think through what events are important from the beginning.
  60. 60. diana h. smith @dianahsmith Move fast. Don’t start from scratch. Clean, consistent data across platforms. Your whole team on the same page.
  61. 61. diana h. smith @dianahsmith Growth
  62. 62. diana h. smith @dianahsmith thank you Visit segment.com/wmd for downloadable tracking plan templates & best practices. Email friends@segment.com with code WMD for two months FREE on the Segment startup plan Hit me up at diana@segment.com or @dianahsmith! I love feedback, ideas, comments and questions.

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