February 19, 2015
Personalizing and Tracking Automated Marketing Journeys With Segment
Today I’m excited to announce that our integration with Segment is ready for use in the Autopilot. We intend to expand on this integration in the near future as we become an official Segment integration partner (update: this partnership was made official in March 2015). This integration has been highly requested and opens many possibilities to trigger marketing from events in your web or mobile app and send events back for use in other applications. If you’re unfamiliar with Segment, it’s a “single hub to collect, translate and route your customer data to a number of different applications.” Segment is integrated to over 100 applications, including Google Adwords, MixPanel, Salesforce, Optimizely, CrazyEgg and more.
How Autopilot is using Segment
Example 1 - behavior analytics. At Autopilot one of the ways we’re using Segment is to easily graph in-product user behavior and marketing data in Mixpanel. This is helping us identify where our beta customers are succeeding and failing, and to track adoption. The graph below shows our signups since releasing our private Beta two weeks ago. To do this, we tag and send Autopilot events to Mixpanel when certain Triggers or Journey paths are taken by our users. For example, when someone fills out an Autopilot form, we send a “New Signup” event to Segment, which is visible in and graphed in Mixpanel. Example 2 - as a Journey trigger. We’re also using Segment in the Beta Journey that our Beta customers are enrolled in after they sign up with Autopilot. A Journey in Autopilot is an automated marketing program or campaign. When a Beta account is created, Autopilot sends an event to Segment called “ap2signup”, which triggers our Beta journey: Once you log in, Autopilot listens for important events in the onboarding process, such as when you add our tracking code to your website. When an event like this occurs, we send an event to Segment. We then use an Autopilot Journey to create a contextual onboarding experience. Example 3 - personalizing a Journey. The example below shows after you successfully add our tracking code we send a Segment event and check what events you have and have not completed. The next most logical thing a user will do after adding the tracking code is to add a form, so we send the user tips and documentation if they haven’t completed this step.
What else can you do with Segment and Autopilot?
This integration opens up connectivity between Autopilot and other applications connected to Segment - you can find all those applications here. With Segment and Autopilot you can:
- Trigger in-context marketing based on contacts completing certain events in either your web or mobile application
- and; send events to other applications e.g. Mixpanel at a certain stage of a Journey
How do I set up Segment and Autopilot?
The integration is available in Autopilot today. You will see the Trigger and Action have been added to your Journey manager. We also have published a support article and guide for your reference. And of course, if you’re unfamiliar with Segment, you will need to create a free Segment account first. We will be announcing more integrations and new Triggers, Actions and Conditions over the next few weeks - stay tuned, we’ll keep you updated here on the blog. As you use Segment we would love to hear from you how you’re using events to create remarkable marketing for your customers.