How To Drive Exponential Growth Using Unconventional Data Sources
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Meteor — one of the largest open source platforms for building web and mobile apps — lives or dies by community growth and project adoption. Meteor pulls together all dimensions of their customer data — from Github to Zendesk — to power critical platform growth and adoption. They’ve developed a unique analytics stack that processes and analyzes millions of rows of data to deliver the insights they need. See the full webinar here: http://landing.chartio.com/webinar-meteor-and-segment
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How To Drive Exponential Growth Using Unconventional Data Sources
- 1. Presented by Driving Exponential Growth Using Unconventional Data Sources
- 2. Chartio AJ Welch Data Engineering Meteor Dan Ahmadi Marketing & Growth Segment JJ Nguyen Product Marketing Today’s Speakers
- 3. Segment Overview of Segment and how to leverage your data for growth (10 min) Meteor How Meteor combines data sources and the analyses they use to track and drive growth (20 min) Chartio Overview of Chartio and deep dive into connecting Segment with Chartio (10 min) Q&A (10 minutes) Today’s Agenda
- 4. • The recording will be sent to all webinar participants after the event. • Questions? Type them in the chat box & we will answer at the end • Posting to social? Use #SegmentandChartio What’s next?
- 6. About Segment • Ecommerce • Customer Support • CRM • Analytics • Business Intelligence • Data Warehousing • Mobile Advertising • Display Advertising • Email Marketing • Live Chat • …and more 180+ Partner Ecosystem • Mobile apps • Websites • Servers • Cloud apps
- 7. Send your data from anywhere, no matter what device or platform. website server mobile analytics.js ios sdk android sdk python php clojurenode.js .net go ruby java What we support
- 8. After SegmentBefore Segment Data is collected once and distributed wherever you need it. That means consistent data and less code. What using Segment looks like
- 9. Integrations Warehouses Sources What using Segment looks like
- 10. Segment buses data from where it happens to where it's valuable.
- 11. 11 How Segment thinks about growth
- 12. Growth Marketing = Personalization + Automation
- 14. • Ecommerce • Customer support • CRM • Analytics • Business Intelligence • Data Warehousing • Mobile Advertising • Display Advertising • Email Marketing • Live Chat • …and more
- 15. • Ecommerce • Customer support • CRM • Analytics • Business Intelligence • Data Warehousing • Mobile Advertising • Display Advertising • Email Marketing • Live Chat • …and more
- 16. • Ecommerce • Customer support • CRM • Analytics • Business Intelligence • Data Warehousing • Mobile Advertising • Display Advertising • Email Marketing • Live Chat • …and more
- 17. DATA COLLECTION DATA ENRICHMENT DATA USAGE Data Busing
- 19. 19 Extremely Targeted Nurturing Emails
- 20. 20 User Traits Do logic conditions impact performance?
- 21. 21 User Traits Do logic conditions impact performance?
- 22. 22 User Traits Do logic conditions impact performance?
- 23. 23 User Traits Do logic conditions impact performance?
- 24. Second-party data: Gmail & Gcal GET LIST OF INVITES GET EMAIL SENDER TRACK CALL PAUSE EMAILS • Measure reply rate • Measure call efficiency • Pause emails automatically after receiving an email reply • Pause emails when a customer talks with sales rep Sync sales and nurturing automation
- 25. Using Data for Growth Growth marketing = personalization + automation Marketers need a 360° view of the customer
- 26. Meteor is an open-source JavaScript Application Framework Apollo is an open-source Data Layer
- 27. #1 Web App Framework 35k Stars on GitHub 1M Applications Built with Meteor 600k JavaScript Developers Using Meteor by the numbers
- 28. 2.4M Segment events per week.
- 30. Some of our data sources available in Chartio Chart.io Source Segment Sources Segment Sources Webhook to Segment API to Segment Webhook to Segment API to Segment API to Segment
- 31. W E B H O O K Formatting, filtering T R A Y . I O Z A P I E R All Activity S E G M E N T Redshift C H A R T . I O Getting unconventional external data to Segment A P I E N D P O I N T Formatting, filtering T R A Y . I O Z A P I E R S E G M E N T Redshift C H A R T . I O T R A Y . I O Z A P I E R Every N hours: GET
- 33. Measuring and reporting what matters
- 34. Merging multiple datasources in one view Segment Web Event Command Line Interface Segment Web Event
- 35. Diving into unconventional data: GitHub activity
- 36. Raw data format doesn’t answer our questions!
- 37. Each layer delivers one line on this chart
- 38. All layers are merged by date and plotted accordingly
- 42. Monitoring daily growth patterns and anomalies
- 43. Monitoring daily growth patterns and anomalies Lost customers, route to support Large decrease in usage, why?Steady increase. Great! Rapid increase in usage, why?
- 44. Empowering anyone in a business to visualize and analyze real-time enterprise data
- 45. The Smartest Companies Use Chartio
- 46. Case Studies
- 47. Chartio’s Cloud Architecture Schema/ Business Rules Interactive Mode SQL Mode Data Stores TV Screens Scheduled Emails Data Exploration Dashboards Embedded Data Pipeline/ Data Blending Data Caching Security
- 48. Demo
- 49. Q&A #SegmentandChartio Chartio AJ Welch Data Engineering Meteor Dan Ahmadi Marketing & Growth Segment JJ Nguyen Product Marketing
Editor's Notes
- Segment is the Customer Data Platform that helps more than 7,000 companies collect data from wherever it is generated, then transforms that data and can automatically route it to over 180 different tools for marketing, analytics, and data warehousing.
- When we started out, we were known for analytics.js, a Javascript wrapper library that provides an abstraction layer between your website and hundreds of downstream tools, to make it easier to integrate lots of tools. We then built out 8 server-side libraries, as well as our iOS and Android SDKs to solve for the same problem: too many integrations or SDKs to install and manage. All of these sources are effectively wrappers for our HTTP API, and serve as a way to efficiently collect your customer data and send it to integrations.
- Here’s what using Segment looks like.
- We then grew our product offering beyond the core Integrations platform when we launched Warehouses to get your event data into Redshift or Postgres, and then again when we launched Sources, which offers turnkey solutions to pulling object-based data out of tools like Salesforce, Zendesk, Facebook Ads, Google Adwords, and into your data warehouse.
- Segment is becoming the ultimate data bus, busing data from where it happens to where it is valuable
- How do customers use Segment to grow?
- In essence, we’re constantly looking for ways to automate and scale what works well on a 1 to 1 level. For that to work, we need to know our customer, and that means capturing data. Lots of data.
- If you don’t collect the data, you’re fishing in the dark. Not about being creepy or Big Brother, but it’s about improving the user experience and driving performance through relevance. 1. Collection at 360º 1. first party 2. second party 2. Third party (Enrichment)
- Achieving 1:1 personalization at scale is going to be all about using both first
- So this is what it looks like, with second-party sources And of course a single tool can be a data source and an endpoint for data.
- And then layering on 3rd party data for even more enrichment.
- It’s all about data collection, enrichment and usage Collection is not limited to your app, and usage is broader than you can imagine
- I’ll walk through a few ways that we internally use our data for growth: Extremely targeted email nurturing How we get more personal with sales prospects through more granular steps of the sales funnel
- We do a lot of behavioral (or event-based) targeting with Customer.io, and our Growth team is constantly experimenting with even more specific personalization tests.
- One such test So you saw that we had 22% conversion. but that’s just an average… And a good marketer always hates averages! So we can break down that population in different sub groups. That’s what we did, and our single welcome campaign contains logic condition to adapt the subject line & content of the email. Here’s the Marketer email
- and here’s the engineering email, where we send the docs
- What are the results? Well the Engineering variation performs at 20%, when the marketing one performs only at 6% Of course for a good analysis I should compare not these two together, but with the control group split by role, but I don’t have the time for that I’m sorry.
- Actually I’m not sorry, I can’t resist a good analysis, so here’s the data! Sure thing we improved the engineers activation rate from 15% to 20%, but look, we actually dropped the Marketer’s from 13.8% to 6% !! Now that’s a learning!
- Here’s an example of second party data collection. We use Zapier to connect to our Sales rep google accounts, and pull the emails they receive and the meetings they have. That’s sent to Segment, matched to the user database, and attached as a user event “sent us an email” or “booked a meeting”. This lets us do sales funnels in a much more detailed way, but also do fantastic automation [read bullets]
- Growth marketing = personalization + automation With tools like Zapier coupled with Segment’s data piping capabilities, you can get really creative with the mosaic of customer touchpoints you’re building for personalization, and Marketers need a 360° view of the customer - for true personalization, use 1st, 2nd, and 3rd party data to tailor your messaging and gather insights - use tools like Chartio on top of a data warehouse. Dan’s going to share a bit more here about some interesting ways Meteor leverages their sources of customer data to fuel growth.
- Before we get started— a quick intro on what our company does. We are at our core, an open-source company that focuses on building tools that simplify application development for developers. With Meteor, developers can build a full web application, including front-end, backend, and everything in between with just JavaScript. We abstract out the complexity of setting up database schema or learning how to build apps for iOS and Android. Apollo is our newest project— is a data layer that manages the flow of data between various backends and clients
- 4 per second! and we report on ALL of it with chartio
- These are our data sources We’re also experimenting with the new Facebook ads and google adwords sources
- talk about trends on GitHub— Where does this data come from— and how does it drive decisions? Show interactive mode. 2+ and 3+ github commits — w/interactive mode Talk in depth about every source in the middle row 25 - mins in length
- talk about trends on GitHub— Where does this data come from— and how does it drive decisions? Show interactive mode. 2+ and 3+ github commits — w/interactive mode Talk in depth about every source in the middle row 25 - mins in length
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