Segment was deployed across the website and app, generating events based on user activity. These events were then used to build a comprehensive reporting system to track user behavior, the number of insurance policies sold, and total revenue generated. This allowed us to gain visibility into ROAs and help them allocate funds for paid and other marketing efforts more effectively.View customer story →
Performance reporting should focus only on what matters. It should concisely convey to all relevant stakeholders how a business is doing. A website, app, or other digital property can present hundreds—perhaps thousands—of actions that a user can make; and too often, we see tools such as Google Analytics cluttered with event tracking that logs every micro-action on a site. There is no real structure or strategy in place, which can make it overwhelming for a member of the company’s data or analytics team whose job is to glean insights from that data.
When working through a performance reporting project, ask yourself these questions whenever you consider adding a variable to your data pipeline:
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The worst sentence you can hear is, “If only we’d known sooner,” especially if you’re the one tasked with troubleshooting an issue that arises. You might need to rebuild something or—for more significant problems—you may need to rework the entire system. You’ll want to avoid either scenario, regardless of the severity of the issue. Such troubleshooting practices detract from time and energy spent on more meaningful projects, and they could result in unusable data and a frustrated marketing team. Data quality issues can arise from API changes, software bugs, and server issues, among other causes. To safeguard against this, we recommend equipping a tracking or reporting program with a robust alert system, which can inform those who monitor it of any significant changes as they occur.