Ethan Ram’s geeky blog on the seam of technology and product management.
This is the 3rd part in a series of blog posts reviewing several 3rd pty products and services I’ve used in GameGround and my take on them. The basic approach I’m taking here is the applicability of the product for a lean-startup that wants to move fast. In the last post I wrote about Community engagement tools for the marketing team: sending emails and engaging customers in a conversation. This post is about Analytics and BI Reporting. Next up – OPS tools and of course, development infrastructure.
This extremely popular free SAAS service by Google has become the de-facto standard in website traffic analysis. 10 Years ago I used to download my http server logs and run a simple analysis tool that gave me most of the basic analysis features I needed, but this SAAS has some excellent analytics features like measuring page view time, campaign origin tracking, goal tracking, integration with AdSense etc. There are a few BUTs here, which make me think twice before I choose this option again:
In short – For modern websites and apps GA is almost useless – it will only give you the big picture. Forget about the details …Or check out a better service that was designed for it.
Two insights on the development management side of things: Plan the analytics of every feature as part of the design of the feature itself. Having a feature that one cannot analyze and understand user interaction with is usually worthless. Plan to spend more time than you initially thought to support Google Analytics efforts (probably true with any analytics.)
SiSense is a startup developing a very interesting reporting product that is based on unique Columnar Data Storage technology (as opposed to the “regular” OLAP-cubes or other in-memory solutions) that enables large-scale data-sets analysis. The product has an easy-to-use interface that allows creating of beautiful web-based reports for business intelligence, website analysis fort any where managers need a dashboard with stats. It can connect to multiple data sources including most common DBs and even cloud services like Google AdWords, Google Analytics and Amazon S3 logs. This means that the cost of creating and operating excellent reports is much lower than with some other popular products by IBM, Omniture, Microsoft, Oracle and so many others.
I liked using their product a lot. In GameGround the product was mostly operated by one of our QA guys (in addition to his QA roles) that had some basic knowledge in databases and SQL and assisted by our DBA occasionally.
A few notes for everyone thinking of building a BI suite using SiSense and the like:
A few notes specific to SiSense Prism:
This is the 2nd part in a series of blog posts reviewing several 3rd pty products and services I’ve used in GameGround and my take on them. The basic approach I’m taking here is the applicability of the product for a lean-startup that wants to move fast. In the last post I wrote about A/B/Split testing tools for the marketing team. This post is about Community Mgmt. Next up – Web analytics and BI reporting, OPS tools and of course, development infrastructure.
One of the first features every service has is sending email to customers. There are 2 basic types of emails to send: transactional and mass-mailing. Transactional emails are those produced as a result of a user action, like registration, friend invites etc. Mass-mailing are those when you invite your registered users to an event, a sale etc. So why not use your own corporate SMTP server for those emails? Because you are likely to find yourself in one of the many black lists of spam servers at some point. If spam filters on several servers worldwide find your emails to be spam or If 2-3% of your users mark your email as spam you’ll be black listed and will not be able to send emails from your company at all… bad idea. Other issues you’ll have to manage yourself if you don’t use a SAAS for this is managing unsubscribe lists (<1% of users on social networks unsubscribe in average) and email bounce list (~12% of email address users give on social networks are miss-typed or bogus). Managing those lists is mandatory if you don’t want to get black-listed.
We started with using MailChimp, probably the largest of several competing services, but quickly found that they will not send our mass-mails as they are afraid their servers would get black-listed. We then had the same issue with Constant Contact and CampaginMonitor. It seems that most EMS vendors send all email from a set of about a dozen shared IP addresses. Thus, they have to minimize complaints across their entire portfolio. Most EMS vendors require that you give your users either opt-in (“I’m willing to get marketing materials” checkbox on registration) or double opt-in (+email verification). And if the complaints rate resulting from your service is above a very low rate they kick you out. On our first campaign to just 1200 registered users we had a complaint rate of 1.1% and their acceptable limit was 0.2%… For a young company with little history records that is running its first campaigns the demanded ratios we not acceptable. And- we wanted to have an opt-out on sign up, not an opt-in. We got stuck for a few days till we managed to resolve the mess.
Then entered SendGrid! SendGrid is a cloud-based SAAS with a technology that seems to be far more resilient to black-listing. Their white-label feature allows you to bind your domain MX records to one of their servers with an IP address in cloud. This means you do not share IPs with others and do not need to comply with such low complaints rates. If you get black listed you can change IP address and/or domain name and get back on business in a matter of minutes. So we set up 2 accounts – one for transactional emails, that are less likely to cause blacklisting, and bound it the company’s domain name. Then we bought another domain ‘mailer1 –mycompany.com’ and bound it to the second account. SendGrid system appends an ‘unsubscribe’ link to your emails if you don’t do it yourself and they manage the lists for you – they won’t send an email to someone who unsubscribed, even your service did send them. You get a dashboard where you can see stats of your sent mails, bounces, spam reports etc. and fix your email templates as needed.
The integration with SendGrid’s basic SMTP service took us 15 minutes. They also give you APIs to sync user lists, send using predefined templates etc. but we haven’t got to use those. Pricing is low for what you get. It’s highly recommended to work with them and utilize their APIs to save you the need to write email templates and change them every other days according with the product needs. Let the product guys edit the email templates on SendGrid control panel. No code changes involved unless a radical change is made and different parameters are needed to fill-in the template. So much simpler to operate this feature too. Our email system is working fine with a delivery rate of ~95% on the transactional emails, which is excellent.
Now, how about some tips on how to avoid getting your emails marked as spam? This is a bit out of scope here – maybe I’ll do another post on the quests I’ve had to work-around the spam filters mine-fields. Meanwhile, you may want to read here.
GameGround.com is a service I’ve built during 2010 and was alive till mid-2011. I’ve managed this startup dev teams, developing a consumer facing social meta-game. This is a short review of several 3rd pty products and services I’ve used and my take on them. The basic approach I’m taking here is the applicability of the product to a lean startup that wants to move fast. I started writing it and quickly found out that it’s actually too long for one post. So I’m going to make it a series of post covering Marketing tools, Community Mgmt. tools, OPS tools and of course, development infrastructure.
Unbounce is a landing pages SAAS. “… a self-serve hosted service that provides marketers doing paid search, banner ads, email or social media marketing, the easiest way to create, publish & test promotion specific landing pages without the need for IT or developers.” Yes! Landing pages for specific audiences and campaigns is an excellent way to drive traffic to your site. And Unbounce’s platform with its WYSIWYG HTML editor simplify the process even further allowing the marketing to create those pages and amange them as part of campaigns they are having without needing development involvement. They even give you multi-pages per landing page (e.g. a small website), a lead generation module, A/B/Split testing tools and other goodies. So far so good.
BUT! There’s a major but here: the SEO marks for those pages on Unbounce are extremely low. Search engines don’t like websites and landing pages that has only static content. They also don’t like it that the landing page in not under your own domain, but rather on Unbounce’s, and so they incorrectly see the landing page as a spam blog. This (among others, I’m sure) led us to get very few displays of our ads on Google Adwords and very few clicks coming from this major traffic source.
We ended up using some other desktop HTML editor to create a single-page site for each landing page. It was then uploaded to our live production servers, under the ‘/play’ folder, using a FTP we opened for it. This way the marketing team could create their landing pages according to the running campaigns and upload them to production with little or no dev/OPS involved. This is lean-thinking in its best – have as little ppl involved in each task. Ppl should mostly be able to complete their tasks end-to-end without needing to interface with others.