Who are your contacts and what are they doing?

The answer to this question is the key that unlocks great marketing campaigns — the kind that convert while forging loyal relationships with your contacts.
I like how Relevance put it in a recent Tweet:

“Just like with dating, the more you get to know a customer,
the better your chances of a long term relationship.”

It’s not an easy question though because our contact information is fractured among specialized apps we’ve “stacked:”

  • ActiveCampaign knows what’s going on with deals and marketing campaigns,
  • Google Analytics knows what goals they’ve completed, and
  • Shopify knows what items they’ve purchased.

It’s almost impossible to get a complete picture of a contact when pockets of data are isolated and spread out this way.

And, our apps are limited by this information blockage. Obviously, an app can’t leverage the data it can’t access. More information opens up new possibilities, extending the capabilities of individual apps.
When your apps can access each other’s data your marketing stack becomes a gestalt — the whole becomes greater than the sum of its parts. Each app is running at its full potential because it is able to leverage all possible information.
This is why we are so excited to announce our integration with Segment.

What is Segment?

Segment is a “customer data hub.” It was built on the idea that all apps run on the same data, they are just using it for different reasons leading to redundant data collection and walled gardens of valuable information.
Their solution is simple: you track data once and then share it with all your apps. So, our new Segment integration means that you can easily get customer data from mobile apps and websites into ActiveCampaign.

Image credit: Segment

Using Segment:

  1. You only need one tracking code
    Rather than having a different tracking code for each of your apps, you can replace them all with one code — Segment’s. Using one tracking library will save some page load time and ensure all of your tools populate with the same exact data. No more mismatching reports!
  2. Each app has more data it can put to use
    You get open communication between your apps. Information about your contacts is sent from each app into Segment then, from there, that data can be distributed to all your other apps simultaneously. They support over 160 apps and that number is growing quickly.
  3. You’ll be able to identify more contacts
    Segment makes it easy for other apps to identify contacts and then update all other apps so that data is no longer anonymous. For instance, when a customer checks out using Magento, or fills out a survey using Intercom, their identity can be passed to ActiveCampaign.
  4. You’ll save time, money, and minimize frustration
    Rather than manually setting up integrations between dozens of apps, which can be time-consuming or expensive and creates a lot of moving parts with the potential to break, you can send data to new apps by, literally, toggling a setting. It simplifies data collection so you can focus on other things.

How does Segment improve your
marketing & sales processes?

Using contact profile and behavioral data from your entire ecosystem of apps, you’ll be able to tailor your content and offers to match the exact interests of individual contacts.
You’ll also be able to send triggered emails as contacts interact with your website, emails, AND other platforms.
For example:

  • When ActiveCampaign knows which products a customer has added to their shopping cart (but didn’t end up purchasing), you can send a very targeted shopping cart abandonment offer that mentions the products they were considering purchasing.
  • When ActiveCampaign knows which version of an Optimizely A/B test a contact responded to, you could split-test entirely different marketing funnels and give them tailored, matching follow-up through ActiveCampaign.

How it works…

To set Segment up, sign into your ActiveCampaign account, click Apps, search for Segment. Click the Segment logo to load its app page and then click the blue “Get started” button.
This will send you to Segment’s site where you can sign up and configure your account, if you don’t already have one.
Once you install Segment and turn on ActiveCampaign, you’ll be able to automatically add new contacts and update existing contacts with information about how they are interacting on your apps and websites, including tags and custom fields. You can use this detail to build more targeted segments, and more compelling messages.
So, for example, you can populate a contact’s custom fields and tags as other apps collect that data:

With that information, you can send more targeted offers going forward such as products from the “lightsaber” category.
If you have any questions about how this integration works, please let me know in the comments section.
Also, are you guys as excited about The Force Awakens as we are?