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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
Started
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
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)
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
In action.
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.
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
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?
DataIntegrationSubscription
Project Debugger Event
diana h. smith
@dianahsmith
define a naming convention
Project
Created
Deleted
Merged
How can they interact with the object?
diana h. smith
@dianahsmith
define a naming convention
How can they interact with the object?
Subscription
Started
Upgraded

Downgraded
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
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
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 select events
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
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
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
popular plans?
diana h. smith
@dianahsmith
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
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
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
Growth
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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[PREMONEY MIAMI] Upfront Ventures >> Mark Suster, "Venture Outlook 2015 Goldr...
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[WMD 2015] Thumbtack >> Sander Daniels, "The Big Reveal: The Correlation Betw...
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