how to drive exponential growth using unconventional data sources

Presented by

Driving Exponential Growth Using Unconventional Data

Sources

ChartioAJ Welch

Data EngineeringMeteor

Dan Ahmadi

Marketing & GrowthSegmentJJ Nguyen

Product Marketing

Today’s Speakers

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

• 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?

Customer data, simplified.

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

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

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

Integrations

Warehouses

Sources

What using Segment looks like

Segment buses data from where it happens to where it's valuable.

11

How Segment thinks about growth

Growth Marketing = Personalization + Automation

360 DegreeData Collection

First-party

• Ecommerce• Customer support• CRM• Analytics• Business Intelligence• Data Warehousing• Mobile Advertising• Display Advertising• Email Marketing• Live Chat• …and more

First-party

• Ecommerce• Customer support• CRM• Analytics• Business Intelligence• Data Warehousing• Mobile Advertising• Display Advertising• Email Marketing• Live Chat• …and more

Second-party

First-party

• Ecommerce• Customer support• CRM• Analytics• Business Intelligence• Data Warehousing• Mobile Advertising• Display Advertising• Email Marketing• Live Chat• …and more

Second-party

Enrichment

DATA COLLECTION DATA ENRICHMENT DATA USAGE

Data Busing

18

Using Data for Growth

19

Extremely Targeted Nurturing Emails

20

Do logic conditions impact performance?User TraitsDo logic conditions impact performance?

21

Do logic conditions impact performance?

User TraitsDo logic conditions impact

performance?

22

User TraitsDo logic conditions impact

performance?

23

User TraitsDo logic conditions impact performance?Do logic conditions impact

performance?

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

Using Data for Growth

Growth marketing = personalization + automation

Marketers need a 360° view of the customer

Meteor is an open-sourceJavaScript Application Framework

Apollo is an open-source Data Layer

#1Web App Framework

35k Stars on GitHub

1MApplications

Built with Meteor

600kJavaScript Developers

Using Meteor

by the numbers

2.4M Segment events per week.

hourly

instantly

AWS

RedS

hift

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

W E B H O O K

Formatting, filtering

T R A Y . I OZ 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 OZ 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 OZ A P I E R

Every N hours:

GET

Measuring and reporting what matters

Merging multiple datasources in one view

Segment Web Event

Command Line Interface Segment Web Event

Diving into unconventional data: GitHub activity

Raw data format doesn’t answer our questions!

Each layer delivers one line on this chart

All layers are merged by date and plotted accordingly

Encouraging open-source contributions

Community activation

Monitoring daily growth patterns and anomalies

Monitoring daily growth patterns and anomalies

Lost customers, route to support

Large decrease in usage, why?Steady increase. Great!

Rapid increase in usage, why?

Empowering anyone in a business to visualize and analyze real-time enterprise

data

The Smartest Companies Use Chartio

Case Studies

Chartio’s Cloud Architecture

Demo

Q&A#SegmentandChartio

ChartioAJ Welch

Data EngineeringMeteor

Dan Ahmadi

Marketing & GrowthSegmentJJ Nguyen

Product Marketing