[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


A little background


Growth


analytics


email and push


advertising


optimization


support


before you can use any of these tools


you have to think about the data.


It’s all the same data.


Signed Up

Data Sent

Subscription Started


advertising

live support

Signed Up

Data Sent



emaila/b testing

advertising

live support

Signed Up

Data Sent



emaila/b testing

advertising

live support

Signed Up

Data Sent user testingemail



Decide what to track once.

Save oodles of time later.


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


Conversion metric, shows how people pay us

ownerId ownerType ownerEmail planName planValue previousPlan

account billing page (server side)


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.’

});


In action.


Create your tracking plan.

1. Define a naming convention. 2. Carefully select events. 3. Put detail in properties.


Define a naming convention.


define a naming convention

Account Created signedUp newUser user-created joined_group signup StartedAccount Signed Up new-user



Object Action



What objects do your users interact with?

DataIntegrationSubscription

Project Debugger Event



ProjectCreated Deleted Merged

How can they interact with the object?



How can they interact with the object?

SubscriptionStarted UpgradedDowngraded



Subscription Started Subscription Upgraded

Subscription Downgraded


Carefully select events.


Common mistake to track EVERYTHING.

carefully select events



How do you know what’s important?


Question WHY you track every event.


Start with THREE events.


Yep, only THREE.


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


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


1 DISCOVER

display interest



1 DISCOVER

display interest

2 ENGAGE

explore top feature



1 DISCOVER

display interest

3 CONVERT

give you money

2 ENGAGE

explore top feature



1 DISCOVER Signed Up

3 CONVERT


2 ENGAGE

Data Sent



3 CONVERT


2 ENGAGE

Experiment Created

for example



2 ENGAGE

Message Sent

for example

3 CONVERT




3 CONVERT


2 ENGAGE

Message Sent

for example

5 RETAIN

Integration Connected

4 ENGAGE

Chat Group Created


What about pre-signup?


Use page tracking for marketing sites and “discover event” for conversions.


Put details in properties.


put details in the properties

How many new subscriptions did we

have today?

What are our most popular plans?



TRACK EVENT Subscription Started

WITH PROPERTIES userId

groupId ownerType

ownerName ownerEmail

planName planValue



Group Project Subscription Started Group Startup Subscription Started

Group Enterprise Subscription Started User Developer Subscription Started

User Startup Subscription Started



ANALYZE Subscription Started


Developer

Startup

Enterprise

Group

User

What plans are most popular?


January

Startup

Enterprise

Developer

How are our plans changing month to month?

February March

Startup Enterprise


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.


Move fast.

Don’t start from scratch.

Clean, consistent data across platforms.

Your whole team on the same page.


Growth


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.

http://segment.com/wmd

mailto:[email protected]

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

Technology

Transcript of [WMD 2015] Segment >> Diana Smith, "Measuring For B2B Engagement: How To Collect & Track Data Across...