The Data Opportunity - Rock your data with Segment.com

Ramen | Gnocchi | Bigoli

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@guillaumecabane #Segment101

Guillaume Cabane, Head of Growth Marketing, Mention

Rock your data with Segment

WHO AM I?

#Segment101

@GuillaumeCabane

Head of Growth Marketing @Mention | Ex-Apple | Mentor at @numaparis.

Doing Internet stuff since 97', still not billionaire

but working on it! #Pastafarian

ROCK YOUR DATA WITH SEGMENT

#Segment101

@GuillaumeCabane

1 A bit about analytics

2 What is Segment?

3 Automated marketing with Segment / GrowthHacks

A BIT ABOUT ANALYTICS

#Segment101

@GuillaumeCabane

Board meeting 28 August 2014

77

// quantum physics and analytics

Measuring is the new seeing#Segment101

@GuillaumeCabane


88

Your business is the same : as long as you can’t measure it, it may very well not exist

#Segment101

@GuillaumeCabane

User centric vs. session centric Aliasing anonymous visitors

#Segment101

@GuillaumeCabane

1010

WHAT IS SEGMENT?

#Segment101

@GuillaumeCabane

A CUSTOMER DATA HUB

Segment collects the master copy of data and transforms it for each app.

11 libraries : - Browser - Mobile - Server-side

> 150 integrations, and counting

#Segment101

@GuillaumeCabane

A single hub to collect, transform and route your data.


1313

Server-side

#Segment101

@GuillaumeCabane


1414

Browser

#Segment101

@GuillaumeCabane


1515

Mobile

#Segment101

@GuillaumeCabane


1616

Plugins

#Segment101

@GuillaumeCabane

ONE API. CLEANER CODE. Track customer interactions once, on any platform.

#Segment101

@GuillaumeCabane

INSTALL NEW TOOLS WITH THE FLIP OF A SWITCH.

#Segment101

@GuillaumeCabane

ACTIVATE ANY INTEGRATION IN SECONDS

#Segment101

@GuillaumeCabane

WHAT DOES IT COVER?

ANALYTICS

#Segment101

@GuillaumeCabane

WHAT DOES IT COVER?

ADVERTISING

#Segment101

@GuillaumeCabane

#Segment101

@GuillaumeCabane

WHAT DOES IT COVER?

CUSTOMER SUPPORT

SO WHAT IS IT GREAT AT?

•Integrate once, ensure you can use any tool.

•Activate multiple tools at no cost, trial

them with actual data.

•Go beyond analytics with other tools

•Get homogeneous data regardless of the app used

•Bidirectional data flow

•Debug your product

•Identify potential Sales (quality)

•Nurturing (quantity)

•Support

•Free to use for small projects

#Segment101

@GuillaumeCabane

SEGMENT IS NOT A TAG MANAGER

• It’s not a web container, but an analytics API supporting many platforms

• It’s a dynamic mapper for each integration

CAN I DO IT MYSELF ?

• Yes, for a limited number of tools, at one point in time, with a lot of effort.

• No if you want to future proof your app for integrations API changes, tools changes, and move fast

SEGMENT IS THE MARKETER’S APP STORE

Segment features

TRACKING PLAN

#Segment101

@GuillaumeCabane

TRACKING PLAN

#Segment101

@GuillaumeCabane

#Segment101

@GuillaumeCabane

TRACKING PLAN

DEBUGGER

#Segment101

@GuillaumeCabane

DEBUGGER

#Segment101

@GuillaumeCabane

ENTERPRISE FEATURES : REPLAY

#Segment101

@GuillaumeCabane

ENTERPRISE FEATURES : WHAREHOUSES

Customers

#3AUTOMATED MARKETING WITH SEGMENTAs a marketer, Segment is my ultimate GrowthHack

What is good marketing?

Good marketing is personalized. .

Personalized requires data & tools .

Data & tools enable automation to improve performance

Marketing (perceived value - real value)

= margin

Growth hacking t = time spent on customer relationship

(perceived t - real t) = margin

Automation + Personalization = Growth Marketing

As a Marketer I should get data from the apps I own, but also

from the tools I use to interact with my customers

=> The rise of the third party data source

Third party tool

API call

Webhook

CAPTURE THIRD PARTY DATA

Webhook listener

#Segment101

@GuillaumeCabane

MENTION GROWTH EXPERIMENT #1Create a webhook listener to send Customer.io data back to Segment

MENTION GROWTH EXPERIMENT #2Use Segment, Satismeter and Customer.io to create a data feedback loop

NPS: NET PROMOTER SCORE

How likely is it that you would recommend our service to a friend or colleague?

IT STARTS WITH A SIMPLE EMAIL

Trial Expired NPS Survey

1 day after

SEND AN EMAIL AT THE END OF YOUR TRIAL PERIOD

Each image has a unique trackable link

On click, send to your website and record the value in your analytics

Done !

Email template available at https://www.sendwithus.com/resources/templates

https://www.sendwithus.com/resources/templates

RECORD THE DATA TO SEGMENT

https://yourwebsite.com/thankyou?ajs_uid={{email}}&ajs_event=Answered+NPS+Survey&ajs_prop_NPS

Score=10&ajs_prop_NPS type=free

Sends visitor to your website, records the « Answered NPS Survey » event with score value

(10) and plan (free)

10

User ID Event name Score value User segmentation

ajs_uid={{email}} ajs_event=Answered NPS Survey ajs_prop_NPS Score=10 ajs_prop_NPS type=free

DATA ANALYSISHigher NPS scores lead to better retention

Capture more data

Guillaume CabaneMention

“ Net Promotor Score isn’t just a metric - it’s an excuse to dig deeper

SEND USERS TO A FORM

Send survey respondents to a form where they can give a reason for their score.

USE A DEDICATED NPS APP

Engagement is better while inside your app, so when possible display the survey in-app first, and default to

the email in backup

DATA ANALYSISChurn by NPS reason

Action! Increase sales, reduce

churn and create happiness

Increase sales NPS FOR YOUR TRIAL USERS

The NPS Process

Make use of that data

Reminder E-mails

Display survey in-app for 5 days

Send survey dataGet customer data

Follow-up emails

Trial expired

In App Email Surveys

Answered NPS Survey

Review 100 mentions

Trial extension 30% off referral Thank you

referral > 2NPS >= 9 downgraded NPS > 6

+ « evaluating »NPS > 6

+ « expensive »no inviteNPS > 9 NPS < 6


Discount automation

72%Opened

9%Replied

15%Clicked

« Hi {{ first_name }},

I was talking to Guillaume over a coffee and he told me you gave us yesterday a rating of {{ NPS_score }}. Thank you so much for your feedback.

He also told me your main issue was price related, and I believe I could help by offering you a 30% coupon : XXXXX

Please let me know if I can do anything else to help improve your Mention experience.

Happy monitoring!

Matt, Customer Success Hero @ Mention

Trial extension automation

70%Opened

33%Clicked

« Hi {{ first_name }},

I was talking with Guillaume (our Head of Marketing) over coffee, and he told me you gave us yesterday a rating of {{ NPS_score }}! Thank you so much for your support. He also told me your main issue is that you have not had enough time to evaluate Mention.

Seeing how you like it so much, I have created a special link so you can extend your trial another two weeks.

https://web.mention.com/#trial/extendtrial

Please let me know if I can do anything else to help improve your Mention experience.

Happy monitoring!

Adriana, Customer Success Hero @ Mention

ResultsCumulated number of upgrades for NPS respondents.

Month 1 Month 2 Month 3

x2

x3

x3.5

Trial extension automation

Reduce churn NPS FOR YOUR PAYING USERS


“ A NPS rating is true at one point in your user’s lifecycle. Making conclusions on events happening months after is meaningless; it’s better to ask opinion every so often.


Handled by handUpgraded NPS Survey

1 month after

Make use of that dataperfect (nps > 6)

Product issues

I need help

I need more time

Features are missing

Too many mentions missed

Too buggy

CS contact

Best practices + follow up

Product contact + beta

CS contact + help set up

Product contact

Referall

We are learning more On our customers, increasing sales,

decreasing churn, and creating happiness.


“Data gives you the « what » NPS GIVES YOU THE « WHY »

Getting that data, and being able to push it back to the tools with Segment, means I now have a homogeneous information on my customers

across all tools

=> Global DMP within your environment

Bidirectional data flowSpin the wheel of data !

Third party tool

Customer Action

Your App

API call

Customer action synced back

#Segment101

@GuillaumeCabane

MENTION GROWTH EXPERIMENT #3Use Clearbit to enrich our customer profiles AND reduce signup friction

17% (+54%) conversion!

MENTION GROWTH EXPERIMENT #4Used the Zapier integration to automate sales

CREATE LEAD

DATA PUSH VIA EMAIL

SYNC LEAD STATUS

EXTREMELY TARGETED NURTURING EMAILS

Signed up

VIP = trueSigned up = 2d

Free = trueSessions ≥15

Vip = trueSigned up = 9days

freetrial= true

last seen ≥ 16d

No plan yet = trueSigned up = 1d

PAID

Churned

Product improvements

SolenePremium Stats

upgraded > 10dStats = 0

sessions >10plan = company or growth

Not emailed ≥1dcreated alert = 0

Last contacted > 2dplugin social ac =0

Last contacted > 2dStats =0

Last contacted > 2dShare alert = 0

Free_trial end date ≤ 3dConsumed_quota >0

Signed up = 14dfree_trial = false

Referral

Patricia

sent invite = 0NPS ≥9

User based event

nurturing email sent

French

Spanish

English

German

condition

In app message

Trial

Churn

Paid

Free

Complete signup

Patricia

Tip : Create Alerts

sender language based

NPS score <6

NPS score ≥9

NPS Survey #1

Guillaume

Upgrade Promotion

Jordan

NPS Score ≥9reason = expensive

Ask for referral

Customer support

contact

Mobile Apps

Nicolas

Team & tasks


Free_trial = trueLast seen >4d

last contacted >1d

How is it going ?

Jordan / Vincent

Vertical success

stories

Decrease noise :

block sources

hit quota : 2xLast contacted ≥7d

Tag based blog posts

Last contacted >2dMobile app = 0

Desktop Apps

Nicolas

Last contacted > 2dDesktop app = 0

Extend your free trial

Jordan

NPS Score ≥6≤8reason = upgrade later

Last contacted > 2dCreated a team = 0

Last contacted > 2dBulk edit = 0

Upgrade ?

Last contacted ≥7dread blog post = false

Last contacted ≥7dRead success story = false

per job position

Signed up ≥ 7dVIP = false

Renew Failed

Write a review

Patricia

Referral ≥2NPS Score ≥9

Write a review

ShannonReferral ≥2

NPS Score ≥9

Upgraded ≥ 25 d

You are missing out

on paid features

Vincent

signed up > 30dused mention ≥15

Check out your

mentions

Trial expired =1d

NPS score = falseTrial expired = 5d

Thank you 4 Honesty

Matt

NPS score ≤6

New feature :

AnalyticsNew feature : Reorder

New feature : Bulk editNew feature :

Geofiltering

New feature : Zendesk

Best practice : how

"marketers" are using

mention

People have been

talking about you

Success Champion


Welcome email

Mat

Tip: Social accounts


Tip : Statistics


Tip : Share an alert


Bulk edit


Trial expiring

Jordan / Vincent

Trial expired

Mention

VIP Welcome email

Jordan / VincentVIP checking again

Jordan / Vincent

Downgrading ?

Vincent

Churn Prevention

do you need help ?

Last seen ≥1w

last seen ≥1w

per job position

expired = 5d used feature = no

Notification emails :

Change frequency

ratio read / time <1 Last contacted ≥7d

Vertical success

storiesTag based blog posts

Best practice : how

"marketers" are using

mention

Make the most

Patricia

Maximise you plan

salesUpgrade Congrats

Mat

In-App NPS

Last contacted ≥ 2dConsumed_quota = 0

Quota limit reached

Downgrade_type = manual

Horray ! First mention

Patricia

Consumed_quota >1

5/5, you’re the best !

Patricia

Monitoring expert

Patricia

In-App NPS

Alert ≥1Shared alert = truesocial account >1

Team player

Patricia

alert company = truealert competitor = true

alert name = truecurated mention = true

Crazy customer used ALL features

upgraded from free

Plan maxed out

sales

plan = starter or growthAlert or Users ≥ plan

can not downgrade = true

>12500 mentions in one week

Too many mentions ?

Cust support

Consumed = quota

Invite to our exclusive

community

referred ≥3NPS >8

Renew Failed

Mat

Too many mentions ?

Patricia

No mentions ?

Patricia

CreatedAlert

GotMentions

Added Social Acct

Invited team

member

Trial expired

AnsweredNPS

Survey

NPS Survey #2

Guillaume

#Segment101

@GuillaumeCabane

MENTION GROWTH EXPERIMENT #5Push Segment to create a better HTTP API to integrate Adwords as a data source

http://use.mention.com/request-free-demo/ ?ajs_event=Ad%20campaign%20hit &utm_campaign={_campaignname} &utm_source=google &utm_medium=ppc &ajs_prop_keyword={keyword} &ajs_prop_targetid={targetid} &ajs_prop_creative={creative} &ajs_prop_feeditemid={feeditemid}&ajs_prop_source={ifsearch:SearchChannel}{ifcontent:DisplayChannel} &ajs_prop_adpos={adposition} &ajs_prop_adgroup={adgroupid}&ajs_prop_matchtype={matchtype} &ajs_prop_textad={_textad} &ajs_prop_headline={_headline} &ajs_destination={lpurl}

http://use.mention.com/request-free-demo/

MENTION GROWTH EXPERIMENT #6Integrate twitter cards leadgen with Segment through Zapier

Data homogenisation

It’s not separate channels of communication anymore

BUT SITUATION WHERE CUSTOMERS SWITCH SEAMLESSLY FROM ONE TO ANOTHER

CHANNEL SWITCHINGCo

st of

com

mun

icatio

n

iterative steps to reach customer

Inapp Email Retargeting Call

Lessons

SEGMENT IS THE MARKETER’S APP STORE

MARKETERS WILL GET A 360° DATA COLLECTION

MARKETING ADAPTS TO CHANNEL SWITCHING

PERSONALIZED MARKETING = $$

GUILLAUME CABANE VP Growth, Segment

@guillaumecabane [email protected]

Questions?

The Data Opportunity - Rock your data with Segment.com

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