Lead segmentation for Technical Support

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hi my name is Greg I'm a Solutions engineer here at twilio segment today I'm going to give you an overview of our core product segment connections and show you how to get things set up first we'll take a dive into the key Concepts behind segment then we'll go into the product itself showing you how data flows from source to segment to destination then we'll take a deeper dive showing you how easy it is to set up various sources and destinations then we'll go into the more advanced features of segment protocols and engage and finally we'll wrap up so let's Dive Right In one of the key challenges that most modern businesses face is that they end up accumulating a number of different tools to solve various problems in their organizations the issue is that these tools tend to not use a common data interchange format and connecting data between tools is a mixed bag so you end up with a situation where you have lots of tools talking to each other in a fragmented fashion meaning that the data is not unified between these tools and it's hard to find a single source of truths your business will differ in terms of the specifics but the concepts here are generally the same most businesses are trying to get data from an app or a website or something like that and passing it Downstream to multiple different tools such as analytics and email marketing and customer service you also might have server side or back-end data that you need to get into different Downstream tools because these tools are not instrumented in a uniform manner that means that the data is inconsistent in these Downstream tools and it's hard to tell what is the single source of Truth so this is where segment comes in segment connection solves this core problem of fragments and data by employing a simplified model which we can visualize as source to segment to destination first on the source side we're aiming to collect all the sources of customer data that might be relevant to your business so that could be things like data from your website your mobile app data back-end server data and even information from various apps that you might use such as your crn and email marketing tools instead of connecting these sources directly to destinations like in the old model now the aim is just to get that data into segment so we're going to pass that data into segment using one of the many pre-built connectors or libraries that segment has available for some of the most common programming languages on the destination side segment connections has a catalog of hundreds of destinations that you can connect to your segment workspace this spans from email marketing tools and analytics tools to crms and conversion apis for ad networks we even support the most common data warehouses such as snowflake bigquery and redshift connecting these destinations is generally quite straightforward and easy and I'll get to that later in this video but for right now I want to drive home this idea of getting rid of the fragmented data of one-to-one connections between tools and replacing it with this model of sources to segment to destinations next we're going to dive into the product so I can show you a bit more about how things work under the hood now on screen I've logged into my segment account and brought up the workspace that I want to work with today so you can see that on the right I've also clicked on the connections Tab and right away you can see the same model we've been talking about of source to segment to destination now this workspace is going to look a little bit different from your workspace just because I've already gone ahead and set a bunch of things up here yours would be more of a blank slate but we are going to get into how to set things up today right now I just want to show you a few things in the product itself on the left side of my screen I have a dummy website that we've built this was built in next.js and we use the library from segment analytics.js to instrument the website and send data into segment we have libraries and sdks for many of the common programming languages and platforms that are out there but I'm just going to show you the JavaScript Source today what I'm going to do here is click on the JavaScript source and load the website that I want to deal with here so this is the demo site and on the top of the screen I have this row of tabs specifically I want to look at the debugger so I can see exactly what's going on within my website now if I start interacting with this website you'll see the events and my interactions appear in real time so for example let me click on this article here about reverse ETL you can see that two new events came in I'll go back to the home page I know see some new events come in that I've gone home let me put in my name to sign up for the newsletter Greg at twiliox.com not my real email address submit and you'll see the submission for the newsletter sign up show up as well as this identify call up here maybe we'll do one more thing click on an ad let's see what happens there oh nothing loaded but the ad collect event came in to segment keep in mind this is a dummy website finally maybe I'll log into my account or attempt to at least so here we go Greg at twilio X abc123 let's see what happens well we got a long-in event and my password manager is prompting me to save the password now that we've interacted with our website and generated a bunch of events I want to show you what those events look like in segment and also to teach you about the three most common event types in segment which are Page Track and identify so back in the debugger page here I'm going to first click on the page call to show you that and specifically I'll click on this login page call which was when we clicked on the login page on the website and this is the anatomy of a segment page call the function as well as a wrapped Json object so with the page call here specifically we have the name of the page and we have some additional properties these can be specified by the developer so things like the name of the page the path as well as referral information add a few other bits of information that may be relevant segment at least in the case of analytics.js will automatically collect a bunch of other information such as the context information for the user and their browser as well as the timestamps and you can utilize this information within segment as well as within Downstream tools later so that was the page call the next call that I think would be relevant is the track call and specifically I'll look at this article viewed track call click back on the pretty Tab and you can see that the anatomy of this call is very similar to the page call we have the name of the function the name of the track event as well as properties so in this case the track event was called article viewed and within the properties Json object this is freeform Json information that you can send in and it's totally up to you what is specified here so in this case we send in some information that is relevant about the article such as the author and the category but this could be anything that is relevant to your track events use cases as long as it adheres to a number of limited data types you can see the segment also automatically captures context information and a bunch of other relevant information that may be useful down the road when you're analyzing your data finally we'll get into the identify call the identify call is meant to be used whenever a user identifies themselves so the common examples of this would be signing up for a newsletter creating an account or logging into the account so here within the debugger I'm clicking on this identify event here and we'll click again on the pretty tab you can see that this was a newsletter sign up event so analytics.identify is the name of the function this is the user that we are identifying and then we can choose to send in additional traits within the Json object here so this one is very basic it's just my email address as well as my opt-in status for the newsletter but say they were creating an account for checking out on an e-commerce website well maybe you want to include their address information or their opt-in consent for a certain email list really anything you'd like to do to identify the user and unify information about that person should be included within the object all of the identify call so we looked at the page call the track call and identify call one other thing I'd like to note before moving on is that with the page call this is something that is used for web apps mostly but if you are using mobile apps such as Android apps or iOS apps we actually call that the screen call instead of page but the concepts and principles are quite similar it's just that for web it's called page and for mobile it's called screen so far we've looked at working with a source and bringing data into segment now I want to show you what happens with data as it comes out of segment into destinations in this case I'm going to show you an Analytics tool mix panel but keep in mind that segment works with many different destinations and even within the Analytics tool space we don't just support mixpanel we support a number of other popular tools that may be more relevant for your business it's just that in this case I have mixpanel set up with this workspace so if we can see back in my workspace in connections you can see that I have mixed panel set up here and it's connected to one of my JavaScript sources specifically that Source in this case is my blog source so I'm going to click on that source and look at the debugger here and you can see that it actually has people on the site right now interacting with it on the left side you can see the historical trends for the source so a lot of activity over the last few days and also on this Source people are actually creating orders for our new products now what I'd like to do is I'd like to click on one of these events here so let's take a look at one of these user login events and click on the raw information I'll just zoom in a little bit more so you can see it better and one of those pieces of information there is the user ID so you can choose to manage your users and specify user IDs when people are interacting with their accounts so you can make sure all of their activity is tied together in all of your Downstream tools so to give you an example of this I'm going to copy this user ID and I'm going to go over in the mix panel and specifically I'm looking at the user lookup page and what I'm going to do is clear this user out and paste in the new user that I just found and we'll add that okay so it looks like this person had also sent in an identify event at some point because we know that in mixed adult their name is Cassandra so we'll click on Cassandra's activity here and we can see that they haven't identify events and we brought in properties from segment but we can also look at that user's history within mix panel or within any other Analytics tool we can see that this specific user did a bunch of other things and this is one of the powers of segment because by specifying these user IDs you're no longer limited to just tracking user activity from one app now you can collect data across your website and your mobile app and some of your server-side tools and you can start trying to bring that data together and specifying the user ID would be one way that you could see that user's activity in Downstream tools to get a better understanding of what they're doing so we can see that this user has interacted a bunch with our site and maybe we'll just do that for one more user so I'll back out of here and let's go grab another event randomly and let's find one with a user ID so for example here we can see that this person's user ID starting with 993 and we should also be able to see additional information about this user so their last name is balistrari and their first name is Darrow so let's see if that matches up within mixpanel here so I'll get rid of this and I'm going to specify this 993 user ID and here we go Daryl balistrari sorry if I've got your name wrong Daryl and we can see that we sent in that identify event but this person already interacted with our site and uh We've generated a bunch of other information based on the track events and Page events that they have interacted with so using segment alongside an Analytics tool alongside a CRM alongside email marketing and conversion apis this is really the power that you're starting to unlock of understanding what users are doing and working with them to be able to personalize and retarget to them so that you can maximize your marketing your data your engineering efforts now that we've seen what it's like to interact with segment to get data in to interact with that data within the product and to push it to Downstream tools I want to show you how easy it is to set up sources and destinations with segment connections first we're going to set up a source in our workspace using one of the tools that are available in our catalog out of the box and there are two ways to find out what's in our catalog the first would be from the documentation at segment.com docs you can search in connections sources sources catalog would be the entire list of all the supported sources specifically in this case today I want to look for iterable so I'm going to search for that and you can see that there is an iterable Source showing up the other way to find sources available in the catalog is to go into your workspace and under sources under connections click add source and again I will search for iterable and you can see that it shows up here so what I'm going to do is within this workspace I'm going to click add the source you can choose to give the source a different name than what is specified here and add labels and you can also choose if you want to connect it to one of your Warehouse destinations so I would click add Source now and all that I have to do to finish setting up iterable as a source now is I need to take this right key and then go into the settings in iterable and paste that right key into iterable now iterable will know to write data to segment and once that is working this will change from no recent data to actually sending in data one thing to note with out of the box Integrations is that the workflow for getting that integration added can differ a bit from integration to integration so in this case with iterable it asks us to copy the right key and paste it into iterable other apps might work slightly differently for example there might be an authentication workflow with that app directly but the idea is that we try to make it very easy so you can get data flowing from your sources into segment within just a few minutes per Source setting up out of the box destinations from our catalog is equally easy again you can use the documentation at segment.com docs to look for the integration either go to connections and destinations catalog or you can just search from our search page to see if that integration is available so in this case I'm going to search for mixpanel and you can see that it shows up as a destination and specifically I'll look at the actions destination here which is a newer technology you can also search the catalog directly from your segment workspace if you go to connections and then add destination I'm going to again search for mixpanel and actions and I will click that now to set up mixed animal actions it's quite easy and most destinations are pretty similar to this I'm going to click configure mixed L actions I'm going to pick a pre-configured source so let's pick a source that I haven't set up yet such as my Shopify Ecommerce store and I will give it an a name mix animal Shopify and then we have two options if we've already set up this destination and we want to use the same settings we can actually just copy those settings from the existing destination but I want to show you how to set this up from the first time so I'm going to fill in settings manually so now what we have to do is we need to go over into mixed panel and we need to go grab the project and the secret key from mixpanel and so if I go to Chrome here I've got my mix panel project settings up and you can see in the middle of the page I have the project and API secret so basically what I'm going to do is copy and paste those two pieces of information and then click enable destination and save the changes and now what will happen is mixpanel will automatically start receiving events as they come into segment from the moment I press that enable destination but what we've covered so far is connecting out of the box sources and destinations to segment but I'd also like to show you how to set up a custom source with segment such as a website or a mobile app and to do that we're going to go back into our documentation to learn about the different Source types that are available so we can see here that for web sources we have support for JavaScript and for mobile apps we have support for a number of the different common Technologies on the server side we also have support for the most common programming languages that have been around in the last couple decades but right now I'm just going to look at the JavaScript source so I will click the JavaScript button here or I can search from the search bar for analytics.js and this will show up setting up one of these custom sources is a bit more involved than setting up one of the out of the box Integrations but we have designed these sources to be as easy as possible and we're supporting you with a bunch of really informative information in our documentation so please go to segment.com docs if you're looking to set up one of these sources I have the analytics.js main page here but what I really want to look at is the quick start tutorial to show you how easy it is to get analytics.js set up on your site so the first thing that we're going to do is follow along here we're going to go into our segment app and connect a analytics.js who works so I'm going to click add source and I'll just click JavaScript because it's right here if it wasn't there I could just search for it in the search box I will click add source and I can give it a name so I'll just keep this name but you should probably name it to be more descriptive to your website you can also give it any custom labels and if you have warehouses enabled in your workspace you can choose to send data from your website or app into the warehouse optionally you can also choose the website URL and you'll want to choose whether you are storing the data in the US or one of our other supported regions once we've clicked add Source we are going to need to copy the script that we are given here or just copy the right key so we would add the segment snippet and you can choose a Minify or a non-minified segment snippet and this will bring in the necessary functions into your JavaScript code to enable you to use segment easily if you use this segment snippet here you are going to have to replace the right key that is shown here in the text with the right key that is shown in the segment console but otherwise you could just copy this minified code and put it directly into the header of your website what's also nice about this code snippet here is that we're automatically including the page call in the header so that means for every page that loads on your website we will automatically make that page call so you don't need to do any additional tracking now the next step for instrumenting your website would be to identify users whenever they are submitting an identifiable event so this could be signing up for a newsletter creating an account logging in or maybe checking out with an order if it is an e-commerce style website and it's really easy to set up an identify call essentially you're going to use this little bit of code the analytics identify call you can specify a user ID and you can specify any trades you want to remember about the user such as their first name last name address email opt-in preferences anything that might be relevant for you to tie back to a specific user within your workspace and then we want to set up our track calls track calls are any events that don't fall under the category of page views or identify events so something like a button press might fall under the track call the Trap call is again very simple to add to your code basically you want to add this JavaScript function with the name of the event and then any properties that you want to associate with that track call so this person for example signed up for the Enterprise plan or this person both marked an article and the properties for that bookmark were the name or title snowflall a subtitle and the author of the article that they bookmarked one thing to be aware of is that segment will automatically associate page calls and track calls with the user that you identified so you do not need to include the user's information with the track call or the page call you just need to include the properties that are relevant to that track event and not the user information User information would be reserved for identify calls track calls are reserved for non-specific identifying events once you have these few basic calls set up on your website that's really all you need to do that data will start flowing into segment and you'll be able to use the debugger to make sure that your data is Flowing incorrectly so we didn't actually set this one up here but if we clicked into sources and looked at my JavaScript source for the blog we can see this data flowing in live so this is how you can see to make sure our the events even coming into segment and is the data formatted correctly as it come in as well as any other additional data what is segment capturing automatically so that was an overview of connecting custom sources and destinations to segment we looked at the out-of-the-box sources and destinations available in our catalog as well as connecting a custom source such as a mobile app or website what I'd like to show you now are some of the advanced features of segment that are available in the Morp freemium plans with the basic free plan what you get is a generous allowance of 1 000 visitors per month as well as two sources and unlimited Integrations on the destination side so you can choose to get data from two websites or a website and an app if you require more than two data sources or you have more than one thousand users visiting your site every month we recommend looking at the team plan the team plan switches to unlimited sources so now you can get both unlimited sources and unlimited destinations and we have plans that allow for higher number of users on your website each month going beyond the team plan is the business tier which unlocks the most advanced features of segment the free plan and the team plan only include segment connections that core product that we demo today but the business tier unlocks so much more and let me give you a preview of what that's all about protocols is a tool that helps you set and enforce data standards as data is passing through segment and it also allows you to make Transformations on data as it passes through segment at the core of protocols is the tracking plan a dictionary of data that allows you to set rules for which events which data types and which properties and traits are allowed to come into segment in the first place if events do not adhere to your specific rules you can choose to either block those events or allow them and notify your engineering team Transformations allows you to transform events as they pass through segment so this can save you engineering time as well as deal with different destinations that are having issues accepting certain types of data once you've unified customer data from all of your sources and brought it into segment connections and enforce your data using protocols you also have the ability to leverage polio engage to understand your users at a deep level and personalize Communications at scale at its core engage offers a single user profile where you can see all the traits you've collected about a user and their user event history you can generate additional insights about users and then once you've created a deep understanding of individuals you can also create audiences audiences are groups of users that meet certain criteria such as having certain traits in their profile or having performed or not performed certain events within a time frame when you create these audiences they don't just live within segment you can Syndicate a single audience to multiple Downstream tools so for example you could create one audience and segment and then send it to Facebook Google and your email marketing tool when you want to put them into a marketing workflow Journeys take audiences a number of steps further by engaging with users as they interact with your marketing funnels we can effectively prevent churn help onboard them or put them into funnels for sales or Market it because Journeys interacts with all the same tools that you already have connected to segment this means we can truly follow users around as they interact with all the tools that they prefer to use and that means that you can personalize your marketing at scale if you're intrigued by the idea of protocols for data standardization or polio engage for understanding users and personalizing marketing at scale we'd love to talk to you our team will get to know your use cases and your ideal business outcomes we'll see if segment is even a good fit in the first place and if it is we'll show you exactly how segment would Empower your marketing data and engineering workflows thanks so much for spending time with me today we spent most of our time looking at segment connections and how it can fix the fragmented data problem for your business segment connections operates on a model of source to segment to destination we showed you how that data flows into segment and out to destinations and we showed you how to connect the most common sources and destinations to segment we also showed you how you can instrument your website and your mobile app with a segment finally I talked about some of the more advanced features of segment protocols and engage that are available in the business tier if you're ready to take the next step the segment we'd love to talk to you about that in the meantime if you're still just getting segment connections set up we'd love to help you out first you can refer back to our documentation at segment.com docs and if you run into any issues please do not hesitate to email us at friends segment.com thanks again for watching and I wish you the best of success with getting segment set up and enabling the most powerful marketing data and Engineering use cases have a great day