[WMD 2015] Segment >> Diana Smith, "Measuring For B2B Engagement: How To Collect & Track Data Across...
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Transcript of [WMD 2015] Segment >> Diana Smith, "Measuring For B2B Engagement: How To Collect & Track Data Across...
diana h. smith @dianahsmith
Measuring for B2B EngagementHow to Collect and Track Data
Across Web and Mobile Devices
diana h. smith @dianahsmith
emaila/b testing
advertising
live support
Signed Up
Data Sent
Subscription Started
diana h. smith @dianahsmith
emaila/b testing
advertising
live support
Signed Up
Data Sent user testingemail
Subscription Started
diana h. smith @dianahsmith
Tracking Plan.
Name Why Properties Location
Signed UpKey event for user interest, marketing conversion
userLogin type organizationId
/signup after form submission
Data SentEngagement metric, how we measure active users
ownerIdownerTrialActivecallslibrariesintegrations
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)
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.’
});
diana h. smith @dianahsmith
Create your tracking plan.
1. Define a naming convention. 2. Carefully select events. 3. Put detail in properties.
diana h. smith @dianahsmith
define a naming convention
Account Created signedUp newUser user-created joined_group signup StartedAccount Signed Up new-user
diana h. smith @dianahsmith
define a naming convention
Account Created signedUp newUser user-created joined_group signup StartedAccount Signed Up new-user
diana h. smith @dianahsmith
define a naming convention
What objects do your users interact with?
DataIntegrationSubscription
Project Debugger Event
diana h. smith @dianahsmith
define a naming convention
ProjectCreated Deleted Merged
How can they interact with the object?
diana h. smith @dianahsmith
define a naming convention
How can they interact with the object?
SubscriptionStarted UpgradedDowngraded
diana h. smith @dianahsmith
define a naming convention
Subscription Started Subscription Upgraded
Subscription Downgraded
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
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
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 select events
diana h. smith @dianahsmith
1 DISCOVER Signed Up
3 CONVERT
Subscription Started
2 ENGAGE
Experiment Created
for example
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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
Integration Connected
4 ENGAGE
Chat Group Created
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
diana h. smith @dianahsmith
What about pre-signup?
carefully select events
Use page tracking for marketing sites and “discover event” for conversions.
diana h. smith @dianahsmith
put details in the properties
How many new subscriptions did we
have today?
What are our most popular plans?
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put details in the properties
TRACK EVENT Subscription Started
WITH PROPERTIES userId
groupId ownerType
ownerName ownerEmail
planName planValue
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
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
diana h. smith @dianahsmith
January
Startup
Enterprise
Developer
How are our plans changing month to month?
February March
Startup Enterprise
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.
diana h. smith @dianahsmith
Move fast.
Don’t start from scratch.
Clean, consistent data across platforms.
Your whole team on the same page.
diana h. smith @dianahsmith
thank you
Visit segment.com/wmd for downloadable tracking plan templates & best practices.
Email [email protected] with code WMD for two months FREE on the Segment startup plan
Hit me up at [email protected] or @dianahsmith! I love feedback, ideas, comments and questions.