Alignable Achieves Complex Analytics Without Custom Code
New analytics infrastructure provides behavioral analytics without ongoing engineering support.
A targeted social network helping small businesses share customers and advice, Alignable knows that local businesses do better when they work together. Over 35,000 communities and 5.5 million members across North America use Alignable to network, generate customer referrals and promote each other.
With a large and growing customer base it’s crucial for Alignable’s team to understand how daily users are engaging with their platform’s tools. Their engineering team had put an analytics structure in place that utilized Looker. It was good for collecting and reporting aggregate information about the overall business’s performance, however segmenting this information down to a single user’s behavior was difficult and often required additional engineering support. Alignable knew it was time to overhaul their analytics infrastructure when they reached out to Mammoth Growth.
After spending time interviewing internal stakeholders to understand key business questions, and auditing Alignable’s existing martech stack, Mammoth Growth recommended implementing a strategy that gave cross-functional teams independant access to behavioral analytics. This would allow them to map out a customer journey and ultimately monitor down to the level of a single user’s behavior.
Mammoth Growth recommended Amplitude as a behavioral analytics platform. They spent considerable time devising an analytics schema that would directly correlate events tracked to core business questions and other key performance indicators. Then with Amplitude in place all cross-functional teams could access and manipulate reports without needing to work with an engineer to build new queries.
“Working with Mammoth Growth has provided us with access to reports that weren’t previously available, and analysis and engineering support that used to take days to generate now takes a few minutes” shares Geoff Cramer, VP of Product. “With our new analytics schema and freshly audited data, teams are now far more empowered to sell their results and ideas for growth into the leadership team.”
Once Amplitude was in place, it quickly became apparent that the team would greatly benefit from sending their email event data into Amplitude as well. With Looker the team could examine aggregate email data, but could not analyze it at the user level - meaning they could calculate total emails sent, total emails opened, total emails clicked and total subscriptions. However, they could not identify the total number of unique users who received, opened and clicked the email and then went on to subscribe.
The Mammoth Growth team wrote code to put together a dashboard in Looker to show them the value of having this view of the data for A/B testing. The team immediately saw the benefit of stakeholders having full funnel visibility without needing anyone to write code for them. Mammoth identified how their engineers could send the data into Amplitude and audited the implementation.
Now the Alignable team has easy access to the data they need. This independence is a better use of team resources and allows the team to report campaign results faster, and has opened the door to email AB testing.
“Working with Mammoth Growth has provided us with access to reports that weren’t previously available, and analysis and engineering support that used to take days to generate now takes a few minutes. With our new analytics schema and freshly audited data, teams are now far more empowered to sell their results and ideas for growth into the leadership team.”