At a Glance

An event-based, user-centric data pipeline generates over 300 data points per user to support an ambitious product lead growth strategy.

A leading SaaS-based security provider needed a way to track user activity effectively for their new self-service anti-phishing product. Convertiv collaborated closely with the client team to deploy an event-based data pipeline built from open-source tools. The pipeline enabled the collection of rich user data centered on sign-up and behavior within the new product. The user data from the pipeline, combined with user feedback, will now serve as the foundation of the company’s product lead growth strategy for years to come.

Effectively tracking user activity for a new self-service product.

The Full Story

The Situation

The launch of a new self-service product dramatically increased the number of users our client engages with on a daily basis, as well as the amount of data they can use to drive their decision-making. However, since the product is self-service, they needed a way to analyze how their customers sign up for and use the offering. While they were gaining some insights from log analysis, a more flexible and user-friendly approach was needed to support their ambitious growth plans.

Our Approach

After interviewing key stakeholders and analyzing existing data collection processes, Convertiv quickly recognized the importance of addressing unique data collection requirements from individual teams, such as product, marketing, and customer success. This required collection of data in a manner that could support multi-touch attribution while also making it simple and efficient for a variety of stakeholders to analyze the data most relevant to them.

Our Recommendations

After assessing the client’s requirements, Convertiv determined that an event-based data collection pipeline would meet their needs perfectly. The pipeline approach we recommended allowed for maximum flexibility as needs evolve in the future while also producing the data the client needed to make near-term decisions about product improvements and marketing budgets. We also defined and implemented processes to address any necessary updates and change requests, ensuring the integrity and value of the pipeline over the long term.

The Result
The company’s pipeline is now collecting data from multiple domains and feeding it all to a cloud data warehouse. Stakeholders use a vetted user journey/product analytics solution to view detailed information about individual users throughout their entire customer journey. They can also use the information generated by their own application to identify any areas of friction for current customers and instances of unexpected behavior or errors. Collectively, the new capabilities introduced by this effort will enable the company to deliver an industry-leading experience to customers well into the future.

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