Keynote on the marketing approach of mention.com, one of France's leading start-ups. By using Segment.com, a single API, they collect advanced data which feeds a series of automated marketing tools.

1. Ramen | Gnocchi | Bigoli
Pasta ipsum dolor sit amet strozzapreti strozzapreti
capellini timpano ricciolini fiorentine tagliatelle fiori
mafalde lasagnette bavettine fiorentine.

2. @guillaumecabane
#Segment101
Guillaume Cabane, Head of Growth Marketing, Mention
Rock your data with Segment

3. WHO AM I?
#Segment101
@GuillaumeCabane
Head of Growth Marketing @Mention | Ex-Apple |
Mentor at @numaparis.
Doing Internet stuff since 97', still not billionaire
but working on it! #Pastafarian

4. ROCK YOUR DATA WITH SEGMENT
#Segment101
@GuillaumeCabane
1 A bit about analytics
2 What is Segment?
3 Automated marketing with Segment / GrowthHacks

6. A BIT ABOUT ANALYTICS
#Segment101
@GuillaumeCabane

7. Board meeting
28 August 2014
77
// quantum physics and analytics
Measuring is the new seeing #Segment101
@GuillaumeCabane

8. Board meeting
28 August 2014
88
Your business is the same :
as long as you can’t measure it, it may very well not exist
#Segment101
@GuillaumeCabane

9. User centric vs. session centric
Aliasing anonymous visitors
#Segment101
@GuillaumeCabane

10. 1010

11. WHAT IS SEGMENT?
#Segment101
@GuillaumeCabane

12. A CUSTOMER DATA HUB
Segment collects the master copy of data
and transforms it for each app.
11 libraries :
- Browser
- Mobile
- Server-side
> 150 integrations,
and counting
#Segment101
@GuillaumeCabane
A single hub to collect, transform and route your data.

13. Board meeting
28 August 2014
1313
Server-side
#Segment101
@GuillaumeCabane

14. Board meeting
28 August 2014
1414
Browser
#Segment101
@GuillaumeCabane

15. Board meeting
28 August 2014
1515
Mobile
#Segment101
@GuillaumeCabane

16. Board meeting
28 August 2014
1616
Plugins
#Segment101
@GuillaumeCabane

17. ONE API. CLEANER CODE.
Track customer interactions once, on any platform.
#Segment101
@GuillaumeCabane

18. INSTALL NEW TOOLS WITH THE FLIP OF A SWITCH.
#Segment101
@GuillaumeCabane

19. ACTIVATE ANY INTEGRATION IN SECONDS
#Segment101
@GuillaumeCabane

20. WHAT DOES IT COVER?
ANALYTICS
#Segment101
@GuillaumeCabane

21. WHAT DOES IT COVER?
ADVERTISING
#Segment101
@GuillaumeCabane

22. #Segment101
@GuillaumeCabane
WHAT DOES IT COVER?
CUSTOMER SUPPORT

23. SO WHAT IS IT GREAT AT?
•Integrate once, ensure you can use any
tool.
•Activate multiple tools at no cost, trial
them with actual data.
•Go beyond analytics with other tools
•Get homogeneous data regardless of
the app used
•Bidirectional data flow
•Debug your product
•Identify potential Sales (quality)
•Nurturing (quantity)
•Support
•Free to use for small projects
#Segment101
@GuillaumeCabane

24. SEGMENT IS NOT A TAG MANAGER
• It’s not a web container, but an analytics API
supporting many platforms
• It’s a dynamic mapper for each integration

25. CAN I DO IT MYSELF ?
• Yes, for a limited number of tools, at one point in
time, with a lot of effort.
• No if you want to future proof your app for
integrations API changes, tools changes, and move
fast

26. SEGMENT IS THE MARKETER’S APP STORE

27. Segment features

28. TRACKING PLAN
#Segment101
@GuillaumeCabane

29. TRACKING PLAN
#Segment101
@GuillaumeCabane

30. #Segment101
@GuillaumeCabane
TRACKING PLAN

31. DEBUGGER

32. #Segment101
@GuillaumeCabane
DEBUGGER

33. #Segment101
@GuillaumeCabane
ENTERPRISE FEATURES : REPLAY

34. #Segment101
@GuillaumeCabane
ENTERPRISE FEATURES : WHAREHOUSES

35. Customers

36. #3AUTOMATED MARKETING WITH SEGMENT
As a marketer, Segment is my ultimate GrowthHack

37. What is good marketing?
Good marketing is personalized.
.
Personalized requires data & tools
.
Data & tools enable automation to improve
performance

38. Marketing
(perceived value - real value)
= margin

39. Growth hacking
t = time spent on customer relationship
(perceived t - real t) = margin

40. Automation + Personalization
= Growth Marketing

41. As a Marketer
I should get data from the apps I own, but also
from the tools I use to interact with my customers
=> The rise of the third party data source

42. Third party tool
API call
Webhook
CAPTURE THIRD PARTY DATA
Webhook listener
#Segment101
@GuillaumeCabane

43. MENTION GROWTH EXPERIMENT #1
Create a webhook listener to send Customer.io data back to Segment

44. MENTION GROWTH EXPERIMENT #2
Use Segment, Satismeter and Customer.io to create a data feedback loop

45. NPS: NET PROMOTER SCORE
How likely is it that you would recommend
our service to a friend or colleague?

46. IT STARTS WITH A SIMPLE EMAIL
Trial Expired NPS Survey
1 day after

47. SEND AN EMAIL AT THE END OF YOUR TRIAL PERIOD
Each image has a unique
trackable link
On click, send to your
website and record the
value in your analytics
Done !
Email template available at https://www.sendwithus.com/resources/templates

48. RECORD THE DATA TO SEGMENT
https://yourwebsite.com/thankyou?ajs_uid={{email}}
&ajs_event=Answered+NPS+Survey&ajs_prop_NPS
Score=10&ajs_prop_NPS type=free
Sends visitor to your website, records the
« Answered NPS Survey » event with score value
(10) and plan (free)
10

49. User ID
Event name
Score value
User segmentation
ajs_uid={{email}}
ajs_event=Answered NPS Survey
ajs_prop_NPS Score=10
ajs_prop_NPS type=free

50. DATA ANALYSIS
Higher NPS scores lead to better retention

51. Capture more data

52. Guillaume Cabane
Mention
“ Net Promotor Score isn’t
just a metric - it’s an excuse
to dig deeper

53. SEND USERS TO A FORM
Send survey respondents to a form where they can give a reason for their score.

54. USE A DEDICATED NPS APP
Engagement is better while inside your app, so when
possible display the survey in-app first, and default to
the email in backup

55. DATA ANALYSIS
Churn by NPS reason

56. Action!
Increase sales, reduce
churn and create happiness

57. Increase sales
NPS FOR YOUR TRIAL USERS

58. The NPS Process

59. Make use of that data
Reminder E-mails
Display survey in-app for 5 days
Send survey dataGet customer data
Follow-up emails

60. Trial expired
In App Email Surveys
Answered NPS Survey
Review
100
mentions
Trial
extension
30% off referral Thank you
referral > 2
NPS >= 9
downgraded
NPS > 6
+ « evaluating »
NPS > 6
+ « expensive »
no invite
NPS > 9
NPS < 6
Make use of that data

61. Discount automation
72%
Opened
9%
Replied
15%
Clicked
« Hi {{ first_name }},
I was talking to Guillaume over a coffee and he told me you gave us yesterday a
rating of {{ NPS_score }}. Thank you so much for your feedback.
He also told me your main issue was price related, and I believe I could help by
offering you a 30% coupon : XXXXX
Please let me know if I can do anything else to help improve your Mention
experience.
Happy monitoring!
Matt, Customer Success Hero @ Mention

62. Trial extension automation
70%
Opened
33%
Clicked
« Hi {{ first_name }},
I was talking with Guillaume (our Head of Marketing) over coffee, and he told me you
gave us yesterday a rating of {{ NPS_score }}! Thank you so much for your support.
He also told me your main issue is that you have not had enough time to evaluate
Mention.
Seeing how you like it so much, I have created a special link so you can extend
your trial another two weeks.
https://web.mention.com/#trial/extendtrial
Please let me know if I can do anything else to help improve your Mention experience.
Happy monitoring!
Adriana, Customer Success Hero @ Mention

63. Results
Cumulated number of upgrades for NPS respondents.
Month 1 Month 2 Month 3
x2
x3
x3.5
Trial extension automation

64. Reduce churn
NPS FOR YOUR PAYING USERS

65. Guillaume Cabane
Mention
“ A NPS rating is true at one point in
your user’s lifecycle. Making
conclusions on events happening
months after is meaningless; it’s better
to ask opinion every so often.

66. Make use of that data
Handled by handUpgraded NPS Survey
1 month after

67. Make use of that data
perfect (nps > 6)
Product issues
I need help
I need more time
Features are missing
Too many mentions
missed
Too buggy
CS contact
Best practices
+ follow up
Product contact +
beta
CS contact + help set
up
Product contact
Referall

69. We are learning more
On our customers, increasing sales,
decreasing churn, and creating happiness.

70. Guillaume Cabane
Mention
“
Data gives you the « what »
NPS GIVES YOU THE « WHY »

71. Getting that data, and being able to push it back
to the tools with Segment, means I now have a
homogeneous information on my customers
across all tools
=> Global DMP within your environment

72. Bidirectional data flow
Spin the wheel of data !
Third party tool
Customer Action
Your App
API call
Customer action synced back
#Segment101
@GuillaumeCabane

73. MENTION GROWTH EXPERIMENT #3
Use Clearbit to enrich our customer profiles AND reduce signup friction

76. 17% (+54%) conversion!

77. MENTION GROWTH EXPERIMENT #4
Used the Zapier integration to automate sales
CREATE LEAD
DATA PUSH VIA EMAIL
SYNC LEAD
STATUS

78. EXTREMELY TARGETED NURTURING EMAILS
Signed up
VIP = true
Signed up = 2d
Vip = true
Signed up = 9days
freetrial= true
No plan yet = true
Signed up = 1d
Not emailed ≥1d
created alert = 0
Last contacted > 2d
plugin social ac =0
Last contacted > 2d
Stats =0
Last contacted > 2d
Share alert = 0
Free_trial end date ≤ 3d
Consumed_quota >0
Signed up = 14d
free_trial = false
User based event
nurturing email sent
French
Spanish
English
German
condition
In app message
Trial
Churn
Paid
Free
Complete signup
Patricia
Tip : Create Alerts
sender language based
Mobile Apps
Nicolas
Team & tasks
sender language based
Free_trial = true
Last seen >4d
last contacted >1d
How is it going ?
Jordan / Vincent
Vertical success
stories
Tag based blog posts
Last contacted >2d
Mobile app = 0
Desktop Apps
Nicolas
Last contacted > 2d
Desktop app = 0
Last contacted > 2d
Created a team = 0
Last contacted > 2d
Bulk edit = 0
Last contacted ≥7d
read blog post = false
Last contacted ≥7d
Read success story = false
per job position
Signed up ≥ 7d
VIP = false
Check out your
mentions
New feature : Bulk edit
New feature :
Geofiltering
Best practice : how
"marketers" are using
mention
People have been
talking about you
Success Champion
sender language based
Welcome email
Mat
Tip: Social accounts
sender language based
Tip : Statistics
sender language based
Tip : Share an alert
sender language based
Bulk edit
sender language based
Trial expiring
Jordan / Vincent
VIP Welcome email
Jordan / Vincent
VIP checking again
Jordan / Vincent
last seen ≥1w
per job position
Make the most
Patricia
Last contacted ≥ 2d
Consumed_quota = 0
Quota limit reached
Horray ! First mention
Patricia
Consumed_quota >1
5/5, you’re the best !
Patricia
Monitoring expert
Patricia
Alert ≥1
Shared alert = true
social account >1
Team player
Patricia
alert company = true
alert competitor = true
alert name = true
curated mention = true
Crazy customer used ALL features
>12500 mentions in one week
Too many mentions ?
Patricia
No mentions ?
Patricia
Created
Alert
Got
Mentions
Added
Social
Acct
Invited
team
member
Trial
expired
#Segment101
@GuillaumeCabane

79. MENTION GROWTH EXPERIMENT #5
Push Segment to create a better HTTP API to integrate Adwords as a data source
http://use.mention.com/request-free-demo/
?ajs_event=Ad%20campaign%20hit
&utm_campaign={_campaignname}
&utm_source=google
&utm_medium=ppc
&ajs_prop_keyword={keyword}
&ajs_prop_targetid={targetid}
&ajs_prop_creative={creative}
&ajs_prop_feeditemid={feeditemid}
&ajs_prop_source={ifsearch:SearchChannel}
{ifcontent:DisplayChannel}
&ajs_prop_adpos={adposition}
&ajs_prop_adgroup={adgroupid}
&ajs_prop_matchtype={matchtype}
&ajs_prop_textad={_textad}
&ajs_prop_headline={_headline}
&ajs_destination={lpurl}

80. MENTION GROWTH EXPERIMENT #6
Integrate twitter cards leadgen with Segment through Zapier

81. Data homogenisation

82. It’s not separate channels of communication anymore
BUT SITUATION WHERE CUSTOMERS SWITCH
SEAMLESSLY FROM ONE TO ANOTHER

83. CHANNEL SWITCHING
Costofcommunication
iterative steps to reach customer
Inapp Email Retargeting Call

84. Lessons
SEGMENT IS THE MARKETER’S APP STORE
MARKETERS WILL GET A 360° DATA COLLECTION
MARKETING ADAPTS TO CHANNEL SWITCHING
PERSONALIZED MARKETING = $$

85. GUILLAUME CABANE
VP Growth, Segment
@guillaumecabane
guillaumecabane@gmail.com
Questions?