How and Why We Implemented SaaS-Based Analytics

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Content
What is the benefit of event and end-to-end analytics and how one differs from the other
What services do we use to analyze events?
Tips for working with Amplitude
What does the implementation of end-to-end analytics provide?
How to shorten the customer's path to payment using triggered mailings
Implementation of an internal ticketing system
Conclusion
Hi! I'm Rinat, CEO of the voice messaging service telegram china phone number Zvonobot. I'll tell you how and why we implemented event and end-to-end analytics and why we used ready-made solutions for this.

Our service can replace part of the call center work, process incoming calls and solve the client's problem without the operator's intervention. At the same time, your expenses on the salary of managers are reduced three times or more.

When more than 100 clients started using our voice messaging service, it became necessary to analyze their behavior within the service. Of course, it is too early to make decisions based on a small number of users, but the sooner you start analyzing events, the better you can understand the client in the future.

That's why we implemented event and end-to-end analytics. This allowed us to find the right approach to calculating marketing costs, increase the efficiency of the sales department and user activation. I'll tell you more about this.

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What is the benefit of event and end-to-end analytics and how one differs from the other
Any business needs analytics. With its help, you can track the client's behavior and make him pay more money.

For the Zvonobot service, we use two types of analytics: end-to-end and event-based.

Skvoznaya tracks advertising platforms with high customer flow. This way we understand which platform to focus on to increase profits. The marketing department regularly monitors ARPU and other unit economic indicators by traffic channels and makes decisions based on this data.

To collect analysis data, the IT department developed a special script that transmits UTM tags to the admin panel.

An example of a script that writes tags to cookies:


Event analytics helps analyze user actions. Our goal is to increase the average bill per customer and their lifetime in the service. To do this, it is important to understand what steps the user takes before payment. Thanks to analytics, we make decisions that shorten the user's path and speed up the sales process. We monitor these steps, and event analysis begins from the moment of registration. Then the data is transferred to an external SaaS service — Amplitude, which builds a diagram in real time.



What services do we use to analyze events?
We wrote our own data collection system for event analytics. Event information is collected in the backend using PHP and Python. Basic data (a list of events for each user) can be quickly viewed in our service, more complex data is downloaded from the server in Excel tables, this is a lengthy process. In addition, the data is not presented in real time. Therefore, it was necessary to provide access to view the analysis results online.

When a project is at the startup stage, some tasks are implemented using ready-made solutions. Having studied the Saas services of external event analytics systems, we settled on Amplitude. The free version has a large number of processed events and more powerful functionality compared to Mixpanel. Analytics graphs are available for viewing in real time.

Integration with the service involves adding code to our system, we record each event in our database and immediately transfer it to Amplitude. It segments events, from which a funnel for analytics is created. The Zvonobot funnel is quite simple: registration - creating a mailing - replenishing the balance. But depending on the increase in the functionality of the product, the funnel expands. Recently, we have a widget for creating calls in amoCRM.ru, that is, several more "events" have been added.

With this tool you can conduct interface tests, we often test our interface through A/B tests and build a funnel before payment for option A and option B. The winning option remains in our service.

We also use Google Analytics and event analysis. No integration is required, it is enough to conduct data transactions via Measurement Protocol.

Amplitude is more tailored to SaaS services than Google Analytics. But for detailed and accurate analytics, all means are good.

Tips for working with Amplitude
When connecting such external event analytics systems, please note that they may freeze periodically. We encountered this problem after 1.5 years of using Amplitude. Due to synchronous sending of events, our service froze.

Pro tip: Make event dispatch asynchronous from the start. Using asynchronous requests, you can make long network requests without blocking the main thread. In the first case, when we used synchronous dispatch, the user was not shown the interface until the event was passed to Amplitude. With asynchronous event dispatch, this does not happen. The user gets a page with the interface, and then we send the request.

What does the implementation of end-to-end analytics provide?
The introduction of end-to-end analytics added precision to the calculation of unit economics: the cost of a client, the profit from their mailings. It allowed us to competently use the trigger mailing system, track the minimum and maximum steps of the user until the moment of payment. This made it possible to reduce the maximum actions before the first payments.

How to shorten the customer's path to payment using triggered mailings
Trigger mailings wake up “sleeping” clients and focus their attention on your product.

Having reviewed conversions at all stages of events, it became clear at what point it is best to use trigger chains. It all starts with registration. After entering the data, the client receives an answering machine call, which connects them to a manager to resolve issues. Then, over the course of 7 days, e-mail messages are received. In the letters, we talk about the functionality of the product and cases of using the service. E-mail distribution increased user activation by 2%.

To implement trigger chains, we studied various tools. But we took as a basis the mechanics of the Convead.ru service — a complex system that collects e-mail addresses, increases conversion and increases repeat sales.

The first thing we had to do was implement the convead code into our admin panel. Since our system runs on js-angular, there were difficulties with installing and integrating the widget. We added several exceptions and passed the necessary parameters to the convead widget. We describe it in more detail in the case: https://zvonobot.ru/blog/ticket-system-and-triggers/

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Implementation of an internal ticketing system
Managers did not have time to answer incoming calls, and cold calls were out of the question. We understood that the questions asked were the same and standard, and we needed to find solutions to optimize the processing of requests. With the help of Convead.ru, we implemented a ticket system.

We made a chat in a personal profile, now communication takes place in real time. The maximum response time is 5 minutes. About 70% of users started writing in the chat.

Using Convead.ru helped us adopt the system and implement it into our service.

Conclusion
The implementation of event analytics helped improve work processes by identifying weak points.
Trigger mailings have sped up the payment process. On average, instead of a 30-day path of events before payment is made, we receive profit from the client in 7 days.
The ticket system has relieved the sales department. Now managers have time for cold calls, and users receive answers within 15 minutes within the service.
We have shown in our example that borrowing services is a good opportunity to unload from multitasking, especially in the early stages of a startup. The absence of a programmer is not an obstacle. Trigger mailings, ticket systems, analyzes - you will find all this on SaaS services. In the future, it is possible to adopt processes and implement them in your system, optimizing the work.