SigFig is a financial technology company founded in 2007 whose mission is to make investing more accessible and affordable for everyone. SigFig uses Snowplow, an open-source data collection platform, to track user behavior and metrics on their website similarly to Google Analytics. Snowplow provides critical data for SigFig's reporting and data science needs by replicating their production environment. The document provides examples of how SigFig uses Snowplow data to analyze metrics like user interactions on pages, traffic sources, landing page and funnel performance, and A/B testing results.

1. Snowplow at SigFig
2017/02/21

2. INVESTORS
Founded in
2007
Our mission:
make it easier, more accessible, and more affordable
for everyone to invest well

3. Our Marketing / Apps

4. SigFig + Snowplow
“Just like Google Analytics, but you get the data underneath.”
Replica of production + Snowplow =
critical for reporting and data science at SigFig

5. How many visitors to the page are returning
users?
How important is pricing to potential users? Do current users seek support
from the homepage?
What fraction of users complete
onboarding from this questionnaire?
How many users wait for the
video to finish and then click
“Get Started”
How many new users interact with the page at all?
Example: Home Page Performance
How many users interact
with Financial Advisors?

6. Example: Understanding Traffic Sources

7. CTA1
CTA2
CTA3
CTA4
CTA5
Example: Landing Page Performance
Traffic Source #1
Traffic Source #2
Traffic Source #3
CTAs on external
landing page

8. Example: AB Testing
Visitorsto
MarketingPage
Step1
Step2
Step3
Step4
Step5
Step6
AB Test Cell A
AB Test Cell B
AB Test Control
Funnel
Time
Cumulative CTR

9. Questions?