![diana h. smith
@dianahsmith
In code.
_kmq.push([‘record’, ‘Subscription Started’, { planValue : 49.95 }]);
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[WMD 2015] Segment >> Diana Smith, "Measuring For B2B Engagement: How To Collect & Track Data Across Web & Mobile Devices"
- 1. diana h. smith @dianahsmith Measuring for B2B Engagement How to Collect and Track Data Across Web and Mobile Devices
- 2. diana h. smith @dianahsmith A little background
- 3. diana h. smith @dianahsmith Growth
- 4. diana h. smith @dianahsmith analytics
- 5. diana h. smith @dianahsmith email and push
- 6. diana h. smith @dianahsmith advertising
- 7. diana h. smith @dianahsmith optimization
- 8. diana h. smith @dianahsmith support
- 9. diana h. smith @dianahsmith before you can use any of these tools
- 10. diana h. smith @dianahsmith you have to think about the data.
- 11. diana h. smith @dianahsmith
- 12. diana h. smith @dianahsmith It’s all the same data.
- 13. diana h. smith @dianahsmith Signed Up Data Sent Subscription Started
- 14. diana h. smith @dianahsmith advertising live support Signed Up Data Sent Subscription Started
- 15. diana h. smith @dianahsmith email a/b testing advertising live support Signed Up Data Sent Subscription Started
- 16. diana h. smith @dianahsmith email a/b testing advertising live support Signed Up Data Sent user testing email Subscription Started
- 17. diana h. smith @dianahsmith Decide what to track once. Save oodles of time later.
- 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. 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. diana h. smith @dianahsmith In action.
- 21. diana h. smith @dianahsmith Create your tracking plan. 1. Define a naming convention. 2. Carefully select events. 3. Put detail in properties.
- 22. diana h. smith @dianahsmith Define a naming convention.
- 23. diana h. smith @dianahsmith define a naming convention Account Created signedUp newUser user-created joined_group signup StartedAccount Signed Up new-user
- 24. diana h. smith @dianahsmith define a naming convention Account Created signedUp newUser user-created joined_group signup StartedAccount Signed Up new-user
- 25. diana h. smith @dianahsmith define a naming convention Object Action
- 26. diana h. smith @dianahsmith define a naming convention Subscription Started
- 27. diana h. smith @dianahsmith define a naming convention What objects do your users interact with? DataIntegrationSubscription Project Debugger Event
- 28. diana h. smith @dianahsmith define a naming convention Project Created Deleted Merged How can they interact with the object?
- 29. diana h. smith @dianahsmith define a naming convention How can they interact with the object? Subscription Started Upgraded Downgraded
- 30. diana h. smith @dianahsmith define a naming convention Subscription Started Subscription Upgraded Subscription Downgraded
- 31. diana h. smith @dianahsmith
- 32. diana h. smith @dianahsmith Carefully select events.
- 33. diana h. smith @dianahsmith Common mistake to track EVERYTHING. carefully select events
- 34. diana h. smith @dianahsmith Common mistake to track EVERYTHING.
- 35. diana h. smith @dianahsmith Common mistake to track EVERYTHING. How do you know what’s important?
- 36. diana h. smith @dianahsmith Question WHY you track every event.
- 37. diana h. smith @dianahsmith Start with THREE events.
- 38. diana h. smith @dianahsmith Yep, only THREE.
- 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. 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. diana h. smith @dianahsmith 1 DISCOVER display interest carefully select events
- 42. diana h. smith @dianahsmith 1 DISCOVER display interest 2 ENGAGE explore top feature carefully select events
- 43. diana h. smith @dianahsmith 1 DISCOVER display interest 3 CONVERT give you money 2 ENGAGE explore top feature carefully select events
- 44. diana h. smith @dianahsmith 1 DISCOVER Signed Up 3 CONVERT Subscription Started 2 ENGAGE Data Sent
- 45. diana h. smith @dianahsmith 1 DISCOVER Signed Up 3 CONVERT Subscription Started 2 ENGAGE Experiment Created for example
- 46. diana h. smith @dianahsmith 1 DISCOVER Signed Up 2 ENGAGE Message Sent for example 3 CONVERT Subscription Started
- 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. 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. diana h. smith @dianahsmith What about pre-signup? carefully select events Use page tracking for marketing sites and “discover event” for conversions.
- 50. diana h. smith @dianahsmith carefully select events
- 51. diana h. smith @dianahsmith Put details in properties.
- 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. diana h. smith @dianahsmith put details in the properties TRACK EVENT Subscription Started WITH PROPERTIES userId groupId ownerType ownerName ownerEmail planName planValue
- 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. 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. diana h. smith @dianahsmith put details in the properties ANALYZE Subscription Started
- 57. diana h. smith @dianahsmith Developer Startup Enterprise Group User What plans are most popular?
- 58. diana h. smith @dianahsmith January Startup Enterprise Developer How are our plans changing month to month? February March Startup Enterprise
- 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. diana h. smith @dianahsmith Move fast. Don’t start from scratch. Clean, consistent data across platforms. Your whole team on the same page.
- 61. diana h. smith @dianahsmith Growth
- 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.
