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Using Snowplow for A/B testing and user journey analysis at CustomMade

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Presentation delivered by Ty Wilson to Snowplow Analytics Boston meetup in April 2016

Published in: Data & Analytics
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Using Snowplow for A/B testing and user journey analysis at CustomMade

  1. 1. User journeys and A/B testing April 5, 2016
  2. 2. Outline l CustomMade data pipeline l User journeys l A/B testing with Snowplow 2
  3. 3. Our data pipeline 3 Customer and Transactional data Traffic and event data Data sources Analytics Storage Production database
  4. 4. Unified analytical model 4 Transactional and customer data Visitor Sessions Events
  5. 5. Visualize user journeys 5 Customer journeys on CustomMade.com May 2014 – Dec 2014 ~80% of visitors to listings pages bounce
  6. 6. More pages = more conversions 6 Post rate by # of pages viewed Last 100 days Create new field
  7. 7. A/B test with Snowplow 7 Fire A/B test condition event on page view Compare the 2 groups on anything that you track Design your experiment Test: <span class="track_view" data-track-view="AB test page view*Browse overlay test 1*variant=/Ring overlay 1"></span> Control: <span class="track_view" data-track-view="AB test page view*Browse overlay test 1*variant=No overlay"></span> Can match any event to a session

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