Segment Data Analytics for Indie Developers: KCDC 2023

3. 3 What I SEGMENT to do (Agenda) - What is Segment? - CDPs + CRMs - Segment 101 - Sources and Destinations - Analytics.js - Tracking calls - Identities - Customer data types - Integrations

4. 4 What is Segment? Segment is the market- leading CDP helping you collect, clean, and control your customer data.

5. 5 Customer Data Platform, WTF?

6. 6 CDP or Customer Data Platform cee-dee-pee 🔊 noun 1. A piece of software that combines data from multiple tools to create a single centralized customer database containing data on all touch points and interactions with your product or service. That database can then be segmented in a nearly endless number of ways to create more personalized marketing campaigns.

7. 7 Consumer example

8. 8 Company example

9. 9 Handle data easier

10. 10 CRM or Customer Relationship Management cee-ahr-em 🔊 noun 1. technology for managing all your company’s relationships and interactions with customers and potential customers.

11. 11 CDP - analyzes lifetime customer behavior and buying journeys - stores data about customer - usually owned by Marketing or IT - helps shape more complete customer view, beyond sales - collects data on unknown users/vistors - fully-automated - analyzes sales pipeline and forecasting - pulls data from CDP - usually owned by Sales but Marketing plays a role - functionality: primarily supports Sales - reports only on known or potential customers - manual entry with some automation CRM

12. 12 CDP - manage customer data - manage customer relationships CRM

13. 13 But wait, there's more! ● Opportunity to normalize data ● Correlate events with a Customer’s Identity ● Ability to filter data for certain destinations ● Ability to trigger actions based on your data

14. 14 Segment 101

15. 15 Segment Sources

16. 16 Segment Destinations 🏝 1.Web (Analytics.js) 2.Mobile 3.Server 4.Cloud App 5.user-created Source Functions

17. 17

18. 18

19. 19

20. 20

21. 21 Storytime

22. 22 Make a Segment Workspace

23. 23 Add Source

24. 24

25. 25 Source Setup

26. 26 Analytics.js - Identify: Who is the user? 🕵🏼♀️🔍 - Track: What are they doing? ✍🏽 - Page: What web page are they on? 📄 - Screen: What app screen are they on? 📱 - Group: What account or organization are they part of? 👬 - Alias: What was their past identity? ⏳

27. 27 Code Snippet JS

28. 28 Analytics.page()

29. 29 Is it installed? 👍

30. 30 `Track` API call

31. 31 Track buttons <button class="btn-toggle" onclick="analytics.track('dark mode button clicked');">dark mode🌙</button>

32. 32

33. 33 Set the Twilio Function as a Destination

34. 34

35. 35 Identify()

36. 36 Screen() - Mobile version of `page()` - Track visitors' flow

37. 37 Customer data types Data collected by the organization Data shared by a trusted partner Data aggregated by external sources 👩 🏾 ✈️ 👨 🏼 🚀 👨 🏼 🦼 🦼 🏽 👩 🏻 🦼 👨 🏼 🦼 🦼 🏾 ♀️ 🦼 🏽 ♂️

38. 38 Why is this important? All data !created equal. First-party data = - what a user views - what they click - how often they visit - data stored in CRM

39. 39 Integrations

40. 40

41. 41

42. 42 Heatmaps and Recordings

43. 43 What's Next Besides SMS? 📲 - email, phone call - trigger other APIs - add to cart but purchase incomplete - track time🦼 spent on page

44. 44 @lizziepika lsiegle@twilio.com https://twil.io/kcdc

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Segment Data Analytics for Indie Developers: KCDC 2023

Segment Data Analytics for Indie Developers: KCDC 2023

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