Introduction to Segment, Analytics API and Customer Data Platform. (Demo: Segment, AWS Redshift, Redash, Segment and GTM Alternatives) (Frontend Fighters Edition) Recommended links: https://segment.com/ - Analytics API and Customer Data Platform https://open.segment.com/ - Open Source Projects of Segment https://segment.com/docs/ - Documentation of Segment https://redash.io/ - Open Sorce Data Dashboard https://aws.amazon.com/redshift/ - Data Warehouse Solution https://quicksight.aws/ - Business Analytics Service https://www.ghostery.com/ - Tracker Detector Keywords: business agility, tag managers, data-driven

1. Bálint Horváth
marketing technology expert
When you need
more data in less time...
FRONTEND FIGHTERS
August 1, 2017
hi@balint.digital

2. Bálint Horváth
marketing technology expert
When you need
more data in less time...
FRONTEND FIGHTERS
August 1, 2017
hi@balint.digital

3. WARMING UP


4. Business Agility: Lexically
Agile Business
Business agility is the "ability of a business system to rapidly respond
to change by adapting its initial stable configuration".
Business agility can be maintained by maintaining and adapting
goods and services to meet customer demands, adjusting to the
changes in a business environment and taking advantage of human
resources.
(Wikipedia)
BLAH
BLAH
BLAH BLAH
BLAH BLAHBLAH
BLAH

5. Business Agility: Practically
Agile Business

Customer-centric

Rapidly respond
to change

Good team behind
(satisfied employees)

Innovative

Well-planned
Well-timed

Effective at
Risk Management

6. Business Agility  Data-driven Business
Collect data before you drive...












7. Data-driven Business  Data-driven People
It's a way of thinking...

Intuitive


Data-driven



8. Data-driven Business  Tracking
To get data, we need to track

Contact
Information
Interactions
Context
Cart
B2B B2C / RETAIL
Interactions
Contact
Information
Lead
Data
Customer
Data
Product
Personal
Email
Address
Add Item
Company
eBook
Seen
Added to
Wishlist
Share
Age
Sex
Device
Referral
IP
OS
Resolution
LocationISP
Campaign
Seen
Downloaded
Title
Lead
Level
Quotes

Last
Login

9. TRACK
how to

10. Track: Tools

Website

11. Track: The Challange
What's the issue?
We want to
Ghostery: cnn.com
- track many interactions
- inspect the whole journey
- inspect from different aspects
- integrate quickly and smoothly

12. TOYS
let’s grab some

13. Toys: Tag Managers
Tag Managers
Google Tag Manager
 Web-only
 No API
 No data storage
 No history

14. Toys: Segment
Segment
 Cross-platform
 Raw Data Access
 Advanced API
 Historical

15. Segment: Tracking Stack
Google
Analytics
Keen IO
Mixpanel
Amazon
Redshift
Postgres BigQuery
RDS Heroku



Source
Warehouse
Destination

16. <script type="text/javascript">
(function(){
// Create a queue, but don't obliterate an
existing one!
var analytics = window.analytics = win-
dow.analytics || [];
// If the real analytics.js is already on the
page return.
if (analytics.initialize) return;
// If the snippet was invoked already show
an error.
if (analytics.invoked) {
if (window.console && console.error) {
console.error('Segment snippet included
twice.');
}
return;
}
// Invoked flag, to make sure the snippet
// is never invoked twice.
analytics.invoked = true;
// A list of the methods in Analytics.js to
stub.
analytics.methods = [
'trackSubmit',
'trackClick',
'trackLink',
'trackForm',
'pageview',
'identify',
'reset',
'group',
'track',
'ready',
'alias',
'debug',
'page',
'once',
'off',
'on'
];
// Define a factory to create stubs. These
are placeholders
// for methods in Analytics.js so that you
never have to wait
// for it to load to actually record data. The
`method` is
// stored as the first argument, so we can
replay the data.
analytics.factory = function(method){
return function(){
var args = Array.prototype.slice.call(ar-
guments);
args.unshift(method);
analytics.push(args);
return analytics;
};
};
// For each of our methods, generate a
queueing stub.
for (var i = 0; i < analytics.methods.length;
i++) {
var key = analytics.methods[i];
analytics[key] = analytics.factory(key);
}
// Define a method to load Analytics.js
from our CDN,
// and that will be sure to only ever load it
once.
analytics.load = function(key){
// Create an async script element based
on your key.
var script = document.createEle-
ment('script');
script.type = 'text/javascript';
script.async = true;
script.src = ('https:' === document.loca-
tion.protocol
? 'https://' : 'http://')
+ 'cdn.segment.com/analytics.js/v1/'
+ key + '/analytics.min.js';
// Insert our script next to the first script
element.
var first = document.getElementsBy-
TagName('script')[0];
first.parentNode.insertBefore(script,
first);
};
// Add a version to keep track of what's in
the wild.
analytics.SNIPPET_VERSION = '4.0.0';
// Load Analytics.js with your key, which
will automatically
// load the tools you've enabled for your
account. Boosh!
analytics.load("YOUR_WRITE_KEY");
// Make the first page call to load the inte-
grations. If
// you'd like to manually name or tag the
page, edit or
// move this call however you'd like.
analytics.page();
})();
</script>
SOURCES
Segment

17. WEB
Segment


18. Segment: Web
JavaScript
analytics.identify('f4ca124298', {
name: 'Michael Bolton',
email: 'mbolton@initech.com'
});
analytics.js
<script type="text/javascript">
!function(){var analytics=window.analytics=window.analytics||[]; ...}
analytics.load("YOUR_WRITE_KEY");
analytics.page();
}}();
</script>
Configure
Identify
analytics.identify('{{ user.id }}', {
name: '{{ user.fullname }}',
email: '{{ user.email }}'
});
Track
analytics.track('Article Completed', {
title: 'How to Create a Tracking Plan',
course: 'Intro to Analytics',
});
analytics.page('Pricing', {
title: 'Segment Pricing',
url: 'https://segment.com/pricing',
path: '/pricing',
referrer: 'https://segment.com/warehouses'
});

19. Segment: Web
AMP
<amp-analytics type="segment">
<script type="application/json">
{
"vars": {
"writeKey": "WRITE_KEY",
"name": "My Page Name"
}
}
</script>
</amp-analytics>
amp-analytics
<script async custom-element="amp-analytics"
src="https://cdn.ampproject.org/v0/amp-analytics-0.1.js">
</script>
Install Track
<amp-analytics type="segment">
<script type="application/json">
{
"vars": {
"writeKey": "WRITE_KEY"
}
"triggers": {
"click": {
"on": "click",
"selector": ".read-more-button",
"request": "track",
"vars": {
"event": "Read More Clicked"
}
}
}
}
</script>
</amp-analytics>

20. Segment: Web
PHP
Segment::identify(array(
"userId" => "2sfjej334",
"traits" => array(
"email" => $user->email,
"name" => $user->name,
"friends" => 25
)
));
segmentio/analytics-php
composer require segmentio/analytics-php
Configure Track
Segment::track(array(
"userId" => "f4ca124298",
"event" => "Article Bookmarked",
"properties" => array(
"title" => "Snow Fall",
"subtitle" => "The Avalanche at Tunnel Creek",
"author" => "John Branch"
)
));
Identify

21. Segment: Web
Laravel (3rd-Party)
'providers' => [
// ...
'CachetHQSegmentSegmentServiceProvider'
]
cachethq/segment
composer require cachethq/segment
Configure
Track
Segment::track([
"userId" => "uuid12345",
"event" => "Signed up",
"properties" => [
"newsletter" => true
]
]);
'aliases' => [
// ...
'Segment' => 'CachetHQSegmentFacadesSegment'
]
php artisan vendor:publish
Segment::identify([
"userId" => "12345abcde",
"traits" => [
"name" => "James Brooks",
"email" => "test@test.com",
]
]);
Identify

22. Segment: Web
Node.js
analytics.identify({
userId: '019mr8mf4r',
traits: {
name: 'Michael Bolton',
email: 'mbolton@initech.com',
plan: 'Enterprise',
friends: 42
}
});
analytics-node
npm install --save analytics-node
Configure
Identify
Track
analytics.track({
userId: '019mr8mf4r',
event: 'Item Purchased',
properties: {
revenue: 39.95,
shippingMethod: '2-day'
}
});
var Analytics = require('analytics-node');
var analytics = new Analytics('YOUR_WRITE_KEY');

23. Segment: Web
HTTP (IN GENERAL)
{
"userId": "019mr8mf4r",
"traits": {
"email": "pgibbons@initech.com",
"name": "Peter Gibbons",
"industry": "Technology"
},
"context": {
"ip": "24.5.68.47"
},
"timestamp": "2012-12-02T00:30:08.276Z"
}
HTTP
POST https://api.segment.io/v1/identify
Identify
POST https://api.segment.io/v1/track
{
"userId": "019mr8mf4r",
"event": "Item Purchased",
"properties": {
"name": "Leap to Conclusions Mat",
"revenue": 14.99
},
"context": {
"ip": "24.5.68.47"
},
"timestamp": "2012-12-02T00:30:12.984Z"
}
Track

24. MOBILE
Segment

 
 


25. Segment: Mobile
Android com.segment.analytics.android:analytics
dependencies {
compile 'com.segment.analytics.android:analytics:4.+'
}
Configure Identify
// Initially when you only know the user's name
Analytics.with(context).identify(new Traits().putName("Michael Bolton"));
// Sometime later in your app when the user gives you their email
Analytics.with(context).identify(new Traits().putEmail("mbolton@initech.com"));
// Create an analytics client with the given context and Segment write key.
Analytics analytics = new Analytics.Builder(context, YOUR_WRITE_KEY)
.trackApplicationLifecycleEvents() // Enable this to record certain application
events automatically!
.recordScreenViews() // Enable this to record screen views automatically!
.build();
// Set the initialized instance as a globally accessible instance.
Analytics.setSingletonInstance(analytics);
Initialize
Analytics.with(context)
.track("Purchased Item",
new Properties().putValue("sku", "13d31").putRevenue(199.99)
);
Track

26. Segment: Mobile
Android Wear com.segment.analytics.android:wear
compile('com.segment.analytics.android:wear:+@aar') {
transitive = true
}
Configure Track
analytics.track("Viewed Product", new Properties()
.putValue("name", "Moto 360"));
analytics.track("Purchased Item", new Properties()
.putValue("sku", "13d31")
.putRevenue(199.99));WearAnaytics analytics = WearAnalytics.with(context);
Initialize
<application ...>
<service
android:name="com.segment.analytics.PhoneAnalyticsListenerService">
<intent-filter>
<action android:name="com.google.android.gms.wearable.BIND_LISTENER" />
</intent-filter>
</service>
<meta-data android:name="com.google.android.gms.version"
android:value="@integer/google_play_services_version" />
</application>
AndroidManifest.xml
PhoneAnalyticsListenerService

27. Segment: Mobile
iOS (OBJECTIVE-C) SEGAnalytics
pod 'Analytics', '~> 3.0'
Install(via CocoaPods)
Identify
[[SEGAnalytics sharedAnalytics] identify:@"a user's id"
traits:@{ @"email": @"a user's email address" }];
SEGAnalyticsConfiguration *configuration = [SEGAnalyticsConfiguration con-
figurationWithWriteKey:@"YOUR_WRITE_KEY"];
configuration.trackApplicationLifecycleEvents = YES; // Enable this to record
certain application events automatically!
configuration.recordScreenViews = YES; // Enable this to record screen views
automatically!
[SEGAnalytics setupWithConfiguration:configuration];
Delegate
[[SEGAnalytics sharedAnalytics] track:@"Item Purchased"
properties:@{ @"item": @"Sword of Heracles", @"revenue": @2.95 }];
Track
- application:didFinishLaunchingWithOptions:
Import
#import <Analytics/SEGAnalytics.h>
Carthage: github "segmentio/analytics-ios"

28. Segment: Mobile
iOS (SWIFT) AnalyticsSwift
use_frameworks!
pod 'AnalyticsSwift', '~> 0.2.0'
Install(via Cocoapods)
Configure
var message = TrackMessageBuilder(event: "Button A").userId("prateek")
analytics.enqueue(message)
analytics.flush()
Track
AnalyticsSwift library to project, then:
import AnalyticsSwift
var analytics = Analytics.create(YOUR_SEGMENT_WRITE_KEY_HERE)
@IBAction func homeScreenClicked(sender: NSButton) {
analytics.enqueue(ScreenMessageBuilder(name: "Home").userId("prateek"))
}
Not recommended, use SEGAnalytics instead...
(with Objective-C bridging header)

29. Segment: Mobile
Xamarin Analytics.Xamarin
git clone https://github.com/segmentio/Analytics.Xamarin.git
Configure Identify
Analytics.Client.Identify("019mr8mf4r", new Traits() {
{ "name", "Tom Smykowski" },
{ "email", "tom@initech.com" },
{ "friends", 29 }
});using Segment;
// initialize with your Segment source write key ...
Analytics.Initialize("YOUR_WRITE_KEY");
Initialize
Analytics.Client.Track("019mr8mf4r", "Item Purchased", new Properties() {
{ "revenue", 39.95 },
{ "shipping", "2-day" }
});
Track

30. WHATEVER
Segment


31. Segment: Whatever
Go
client.Identify(&analytics.Identify{
UserId: "019mr8mf4r",
Traits: map[string]interface{}{
"name": "Michael Bolton",
"email": "mbolton@initech.com",
"plan": "Enterprise",
"friends": 42,
},
})
segmentio/analytics-go
go get github.com/segmentio/analytics-go
Configure Identify
Track
client.Track(&analytics.Track{
Event: "Signed Up",
UserId: "f4ca124298",
Properties: map[string]interface{}{
"plan": "Enterprise",
},
})
var Analytics = require('analytics-node');
var analytics = new Analytics('YOUR_WRITE_KEY');
package main
import "github.com/segmentio/analytics-go"
func main() {
client := analytics.New("YOUR_WRITE_KEY")
}

32. Segment: Whatever
Ruby
Analytics.identify(
user_id: '019mr8mf4r',
traits: { email: "#{ user.email }", friends: 872 },
context: {ip: '8.8.8.8'})
analytics-ruby
gem install analytics-ruby
Configure Identify
Track
Analytics.track(
user_id: '019mr8mf4r',
event: 'Item Purchased',
properties: { revenue: 39.95, shipping: '2-day' })
require 'segment/analytics'
Analytics = Segment::Analytics.new({
write_key: 'YOUR_WRITE_KEY',
on_error: Proc.new { |status, msg| print msg }
})

33. Segment: Whatever
Python
analytics.identify('019mr8mf4r', {
'email': 'john@example.com',
'name': 'John Smith',
'friends': 30
})
analytics-ruby
pip install analytics-python
Configure Identify
Track
analytics.track('f4ca124298', 'Signed Up', {
'plan': 'Enterprise'
})
import analytics
analytics.write_key = 'YOUR_WRITE_KEY'

34. DEMO
show tha f#&@ software


35. DATA STRUCTURE
Segment

36. Segment
Identify {
"anonymousId": "507f191e810c19729de860ea",
"channel": "browser",
"context": {
"ip": "8.8.8.8",
"userAgent": "Mozilla/5.0 (Macintosh; Intel Mac OS X 10_9_5) Ap-
pleWebKit/537.36 (KHTML, like Gecko) Chrome/40.0.2214.115 Safa-
ri/537.36"
},
"integrations": {
"All": false,
"Mixpanel": true,
"Salesforce": true
},
"messageId": "022bb90c-bbac-11e4-8dfc-aa07a5b093db",
"receivedAt": "2015-02-23T22:28:55.387Z",
"sentAt": "2015-02-23T22:28:55.111Z",
"timestamp": "2015-02-23T22:28:55.111Z",
"traits": {
"name": "Peter Gibbons",
"email": "peter@initech.com",
"plan": "premium",
"logins": 5,
"address": {
"street": "6th St",
"city": "San Francisco",
"state": "CA",
"postalCode": "94103",
"country": "USA"
}
},
"type": "identify",
"userId": "97980cfea0067",
"version": "1.1"
}
{
"type": "identify",
"traits": {
"name": "Peter Gibbons",
"email": "peter@initech.com",
"plan": "premium",
"logins": 5
},
"userId": "97980cfea0067"
}

37. Segment
Ecommerce: Coupon
analytics.track('Coupon Entered', {
order_id: '50314b8e9bcf000000000000',
cart_id: '923923929jd29jd92dj9j93fj3'
coupon_id: 'may_deals_2016'
});
analytics.track('Coupon Applied', {
order_id: '50314b8e9bcf000000000000',
cart_id: '923923929jd29jd92dj9j93fj3'
coupon_id: 'may_deals_2016',
coupon_name: 'May Deals 2016',
discount: 23.32
});

38. Segment
Track
{
"type": "track",
"event": "Registered",
"properties": {
"plan": "Pro Annual",
"accountType" : "Facebook"
}
}

39. Segment
Page
{
"type": "page",
"name": "Home",
"properties": {
"title": "Welcome | Initech",
"url": "http://www.initech.com"
}
}

40. Segment
Ecommerce: Product List View
analytics.track('Product List Viewed', {
list_id: 'hot_deals_1',
category: 'Deals',
products: [
{
product_id: '507f1f77bcf86cd799439011',
sku: '45790-32',
name: 'Monopoly: 3rd Edition',
price: 19,
position: 1,
category: 'Games'
},
{
product_id: '505bd76785ebb509fc183733',

41. Segment
Ecommerce: Wishlist
analytics.track('Product Added to Wishlist', {
wishlist_id: 'skdjsidjsdkdj29j',
wishlist_name: 'Loved Games',
product_id: '507f1f77bcf86cd799439011',
sku: 'G-32',
category: 'Games',
name: 'Monopoly: 3rd Edition',
brand: 'Hasbro',
variant: '200 pieces',
price: 18.99,
quantity: 1,
coupon: 'MAYDEALS',
position: 3
});

42. Segment
Ecommerce: Product Share
analytics.track('Product Shared', {
share_via: 'email',
share_message: 'Hey, check out this item',
recipient: 'friend@gmail.com',
product_id: '507f1f77bcf86cd799439011',
sku: 'G-32',
category: 'Games',
name: 'Monopoly: 3rd Edition',
brand: 'Hasbro',
variant: '200 pieces',
price: 18.99,
});

43. Segment
Ecommerce: Checkout Steps
analytics.track('Checkout Step Viewed', {
checkout_id: '50314b8e9bcf000000000000',
step: 2,
shipping_method: 'Fedex',
payment_method: 'Visa'
});

44. Segment
Ecommerce: Reviews
analytics.track('Product Reviewed', {
product_id: '507f1f77bcf86cd799439011',
review_id: 'kdfjrj39fj39jf3',
review_body: 'I love this product',
rating: '5'
});

45. Segment
Mobile: App Activities
analytics.track("Application Installed", new Properties()
.putValue("version", "1.2.3")
.putValue("build", 1234));
analytics.track("Push Notification Bounced", new Properties()
.putValue("action", "Accept")
.putValue("campaign", new Properties()
.putValue("medium", "Push")
.putValue("source", "Vendor Name")
.putValue("name", "Referral Flow")
.putValue("content", "Your friend invited you to play a match.")));

46. Segment
Video: Playback Events
analytics.track('Video Content Started', {
session_id: '12345',
asset_id: '0129370',
pod_id: 'segA',
title: 'Interview with Tony Robbins',
description: 'short description',
keywords: ['entrepreneurship', 'motivation'],
season: '2',
episode: '177',
genre: 'entrepreneurship',
program: 'Tim Ferris Show',
publisher: 'Tim Ferris',
position: 0,
total_length: 360,

47. DEMO
Do you want more?


48. MONOLOGUE
Segment? Why?


49. DO NOT FORGET TO ANALYZE
One more thing...


50. Answers!
Questions?


51. Bálint Horváth
Thank you,
Frontend Fighters!
August 1, 2017
hi@balint.digital
marketing technology expert