As a product leader, you are tasked with collecting and synthesizing your customer’s interactions with your product.The great news is that there are many tools used across your company which collect unique parts of your user’s journey. Whoops, did we say great news? As your sources of data increase, so do the complexities of unifying the data in a meaningful way. Join Segment and Looker to hear how they have solved these complex data issues. Plus, hear from SpotHero’s Product Manager and Business Intelligence Lead, Megan Bubley and Kate Owens, as they describe how they not only unified their siloed data but aligned their team on what it all means. They thought their challenge was improving conversion rate, but found that it was really defining a single source of truth and understanding how to track users in light of their increasingly complex product.

1. Harness Your Product Data: Better Understanding User
Behavior Across Channels and Devices
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Kate Owens
SpotHero
With:
Diana Smith
Segment
With:
Megan Bubley
SpotHero
With:
Erin Franz
Looker
With:

2. Looker is a complete data platform that offers data analytics and business
insights to every department, and easily integrates into applications to deliver
data directly into the decision-making process. Looker is powering data-driven
cultures at more than 1,600 industry-leading and innovative companies.

3. Click on the Questions panel to
interact with the presenters
www.productmanagementtoday.com/webinar-series/modern-product-data-workflows
www.projectmanagementupdate.com/webinar-series/modern-product-data-workflows
www.businessinnovationbrief.com/webinar-series/modern-product-data-workflows
Modern Product Data Workflows
Webinar Series

4. About Kate Owens - SpotHero
Kate leads Business Intelligence at SpotHero. Through her 5 year tenure, she's had the opportunity to help the
company scale from 10 to nearly 200 employees and evolve the data strategy in the process. In addition to
implementing multiple data and visualization tools from ground up, she's pioneered many of SpotHero's core
business definitions and KPIs and has oversaw data due diligence for the company's series B and series C
funding rounds. Fully cracking the code on cross-device, multi-channel marketing attribution is of particular
interest to her at the moment - that and learning how to keep alive the excessive amount of houseplants she just
bought.
About Megan Bubley - SpotHero
Megan is a Consumer Product Manager at SpotHero, a top-ranking app that helps people park easier. She has been
at SpotHero for the past four years. Her background in education and customer service has made her passionate
about creating amazing user experiences through the use of data-driven collaboration and a customer-centric
feature focus. Aside from having the amazing opportunity to grow and develop her career at one of Chicago's
leading startups, she also knows more about parking than she ever imagined she would in her entire life (general
industry knowledge with a specialty in parking puns) feel free to fact check!

5. About Diana Smith - Segment
Diana Smith is the Head of Product Marketing at Segment, the customer data infrastructure. She is an expert on
analytics and marketing technology, working closely with Segment customers on their data implementation and
marketing stack choices. Prior to Segment, Diana worked in public relations for machine learning and marketing
software clients and started her career in public relations and marketing at Disney. In her spare time, Diana can
be found training for a half marathon, reading SciFi novels, or enjoying a ballet performance.
About Erin Franz - Looker
Erin works with Looker’s ecosystem of technology partners, where she focuses on partner technical integration and
enablement. Prior to Looker, Erin worked in analytics at Accenture where she helped build out big data solutions.

6. 6
Agenda
• Introduction to SpotHero
• Product/Analytics Landscape
• Segment/Looker Case
Studies

7. Introduction to SpotHero

8. The Market Leader in Online Parking Reservations
IN NUMBER OF
APP DOWNLOADS
IN NUMBER OF
CUSTOMERS
IN FUNDING
IN NUMBER OF
EMPLOYEES
#1 #1 #1
#1 #1 #1
IN FACILITIES
PER MARKET
IN PARKING
FACILITIES

9. Solutions For Drivers, Operators & Partners
Parking ToolsConsumers HeroConnect
Empower Consumers With
● Mobile App
● Website
● Customer Service
Software, Hardware & Data For
Parking Operators
● HeroTech Hardware
● Operator Software
● Tow Truck App
Power Partners With Parking
Directly In Their User Journey
● API
● SDK
● Web Widget

10. Product & Analytics at SpotHero

11. Product and Analytics Landscape
11
Problem:
How do we ensure
we’re looking at the
same data in the
same way while still
moving fast and
getting the
granularity we
need??
Analytics Team Product Team
Who: 8 analysts across
all our departments
Main Analytics Tool(s):
Looker, Google
Analytics
Who: 6 Product
Managers broken out
across 4 subteams
Main Analytics Tool(s):
Mixpanel, Optimizely

12. Segment ensures that all our tools are receiving the same data
12

13. Looker allows us to fully customize and easily visualize our
data
13

14. 2018 Product & Analytics Main Goals
14
1) Improve our conversion rate
tracking by customizing our
own data and definitions
2) Improve understanding of
cross-device, pre-purchase and
post-purchase user behavior

15. SOLUTION
One single source of
truth for conversion
rate
Different
departments, using
different tools and
different definitions
for measuring
conversion rate
Utilize Looker to
visualize conversion
funnels with data
sent from Segment
Highlight #1: Single Source of Truth for Conversion Rate
15
PROBLEM GOAL

16. Highlight #1 Example: Airport Parking Task Force
16
Solution: Use single source of conversion truth to measure success in
our cross-departmental airport parking task force.
Looker Funnel
Visualization
Example

17. SOLUTION
Connect pre-
purchase, post-
purchase and cross-
device behavior to a
known user
Multiple devices and
an anonymous
checkout flow make it
difficult to see
complete user
journey
Use Lookml to define
and create
visualizations for
audiences using
Segment data
Highlight #2: Improved user tracking
17
PROBLEM GOAL

18. Highlight #2 Example: Monthly Parking in App
18
Solution: Analyzing and operationalizing off user behavior data post adding
functionality to purchase monthly parking in app

19. Kate Owens
Sr. Business Intelligence Manager
Kate@SpotHero.com
Thank you!
Megan Bubley
Product Manager
Megan@SpotHero.com

20. Harness your
product data
Diana Smith, Director of Product Marketing

21. Core challenges we see
Teams focused on
integrations and maintenance,
rather than making an impact
21
How Segment can help
Dirty data leads to
incohesive customer
experiences, or is simply not
used
Customer data lives in
silos and is inconsistent
across teams and tools
TRUST IN DATAPRODUCTIVITY CUSTOMER UX
Lack of confidence in your data

22. Current approach is failing
Siloed tools, create siloed data, which creates a disjointed customer experience.
The status quo
22
Mobile App
Mobile App
SERVER
Warehouses
Warehouses
Mobile App
Website
Mobile App

23. C O L L E C T S T A N D A R D I Z E S Y N T H E S I Z E A C T I V A T E
Observe customer
interactions from every first-
party touch point.
Ensure data is consistent,
accurate, and filtering to the
correct location.
Resolve into user profiles
and surface signals about
each customer.
Send data to more than
200+ tools for analytics,
growth, and more.
23
Introduction to Segment
A quick overview of Segment
Your customer data infrastructure

24. Align: Design your tracking plan
Keep your teammates in sync with an accessible data dictionary.
Align

25. How Segment can help
Before Segment
// Google Analytics
ga('create', 'UA-XXXXX-Y');
ga('require', 'ec');
ga('ec:signedUp', {
'email': ‘andy@segment.com’});
ga('send', 'pageview');
// Facebook Pixel
fbq('track', 'Signed Up', {
'email': ‘andy@segment.com’
// Adobe Analytics
window.s.linkTrackVars = 'email';
window.s.tl(true, 'o', 'signed_up');
// Marketo
window.mktoMunchkinFunction('visitWebPage', {
url: '/event/Signed-Up',
params: ‘email=andy@segment.com’
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analytics.track('Signed Up', {
name: 'andy@segment.com'
});
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Collect: Implement analytics code
25
After Segment
Capture user interactions across channels.

26. Validate: Automate the QA process
Diagnose data quality issues before they impact production.
Validate

27. Enforce: Defend against rogue events
Automatically block invalid events from being sent to your end-tools.
Enforce

28. 28
How Segment can help
Connect: Integrate 200+ tools
Integrate Redshift, BigQuery, Snowflake, or DB2 and analyze with Looker.

29. 29
How Segment can help
Define: Create universal metrics
Align on how you turn raw event data to company-wide metrics.

30. Solutions to key product challenges
Capture product data once,
send it to any data
warehousing, analytics, or
growth tool.
30
How Segment can help
Build analysis and
campaigns with the user’s
full history and context in
mind. Drive better activation
and engagement.
Unify your data with a
consistent schema and
gain confidence with data
governance controls.
TRUST IN DATAPRODUCTIVITY CUSTOMER UX
Unify and trust your data

31. Start your free trial
segment.com/signup
Chat with a product specialist
segment.com/demo

32. Harness your product data
Erin Franz
Technology Alliances Manager

33. 33
A New Way Of Doing Things
Leveraging Today’s
Technology
LookML + One
Platform
Guarantee
Consistency
Data Stays In Your
Database

34. Looker for Segment: An Overview
Find, explore and understand all the data
Explore Everything
Find, explore, and
understand all the data
Create Standards
Define metrics with
LookML and Looker
Blocks
Any SQL Database
Analyze all of your data in
your data warehouse
Build a Data Culture
Anyone can ask and
answer questions
Will we meet
our revenue
targets?
Which rep is
converting
best?
Which
customer is
at risk?
Can we speed
up our
operations?
Send the
results back to
Segment &
downstream
tools!

35. Define Meaningful KPIs
Built an “Inventory Score” to
determine investment
KPI based on the number of items covered
by offers in a given store allows team to
focus efforts on customer retention and
sales in stores with lower score
Standardize metrics to drive
analysis and action
Use Looker to build the best indicators of
product performance and success across data
sources, and use them to inform decisions
Image Here

36. Evaluate Customer Retention
Determines how basket size
impacts retention
Analyzed which plan had best retention and
designed screen to reflect the best
performing plan for customers
Understand user retention and
influencing factors
Use application data to analyze duration
and/frequency users are leveraging your
platform. Act on results to optimize.
Image Here

37. A/B Testing
A/B email testing analysis for
best performing content
Send 30% of recipients selection of email
titles, and send remaining 70% best
performing title to optimize
Compare and easily understand
results from A/B testing
Add statistical significance to tests to ensure
that you’re adding the proper rigor to your
analysis, and avoid erroneous conclusions.
Image Here

38. Q&A
www.productmanagementtoday.com/webinar-series/modern-product-data-workflows
www.projectmanagementupdate.com/webinar-series/modern-product-data-workflows
www.businessinnovationbrief.com/webinar-series/modern-product-data-workflows
Kate Owens
Senior BI Manager, SpotHero
Diana Smith
Head of Product Marketing, Segment
Linkedin:/in/erinfranz
Twitter:@LookerData
Website: Looker.com
Erin Franz
Technology Alliances Manager, Looker
Megan Bubley
Product Manager, SpotHero
Linkedin:/in/megan-bubley
Twitter:@SpotHero
Website: Spothero.com
Linkedin:/in/kate-owens-411b5243/
Twitter:@SpotHero
Website: Spothero.com
Linkedin:/in/dianaharlansmith
Twitter:@Segment
Website: Segment.com
Modern Product Data Workflows
Webinar Series