How Segment.io Helped Qualaroo Integrate With Over 20 Analytics Products in One Day

The proliferation of marketing tools in recent years has been a mixed blessing for marketers.  On one hand additional tools make everyone’s lives easier, but on other hand customer data is often silo-ed in individual tools that don’t talk to each other.  While this is frustrating for marketers, it’s also a missed opportunity for the creators of marketing tools.  Being a part of a broader ecosystem is a great way to drive adoption.

So it’s not surprising that at Qualaroo we spend a lot of time exploring effective integrations.  The right integration can make both tools a whole lot more powerful. For example, the promise of combining the qualitative (“what they say”) and quantitative (“what they do”) data is huge. Qualaroo already publishes data to Google Analytics and KISSmetrics. The challenge is that our customers use various analytics solutions and it seems every day we get another request to integrate with a different one.  Prioritizing these requests would mean some customers would be disappointed by a long wait for an integration with their preferred analytics solution. Beyond the time it takes for the initial integration, it’s an additional strain to keep them up to date with their evolving interfaces.

Fortunately we recently discovered Segment.io as a way to integrate with several marketing tools simultaneously.  Segment.io is an analytics startup that lets you send analytics data to any service you want, without you having to integrate with each one individually. Instead of putting code snippets for every analytics product you want to record events in, you use just analytics.js – a JavaScript library that Segment.io published and open-sourced. Then, instead of calling each analytics product’s API when an event of interest happens on your site, you call one analytics.js function (e.g. “track” to track an event), and Segment.io propagates your event into all the analytics services you configured in your account.

Segment.io is able to publish data to Google Analytics, KISSmetrics, Clicky, Mixpanel,  Chartbeat, and many others.

The integrations go beyond analytics products. Some marketing automation and lead nurturing services, like HubSpot and Marketo, are also included. You can see the ever growing list at https://segment.io/integrations. Most integrations are free, while some are premium.

Once we discovered Segment.io, the integration itself was very straightforward. Now our customers can get the qualitative data produced through Qualaroo into a variety of analytics services. Warmest thanks to the Segment.io guys!

How to make it work

1. Sign up for Segment.io.
2. Put Analytics.js JavaScript library on your site and initialize it with the API keys of the analytics providers you are using.
3. Contact our support to enable Segment.io in your Qualaroo account.

If you connect your Qualaroo data with one of these services, please reach out to us and tell us about your use case. We would love to hear your story.