Data Onboarding Checklist
In this document, we’ll outline all of the events and firmographic data points we recommend sharing with Correlated to track your entire customer lifecycle and run successful product led revenue Playbooks.
These data points are what we’ve defined as the minimum for what’s needed to get value out of Correlated, but more are always encouraged.
Note: The recommended model for Correlated is to share (1) a source that has all your accounts, (2) a source that has all your users, and (3) a source that has your product usage. See this document for more detail.
Recommended Events to Track
Table to track this data for both Accounts and Users:
| Column Name | Purpose |
|---|---|
| user_id | Primary key. |
| account_id | Map users to accounts. |
| updated_at | Timestamp of when the row was updated to support incremental, more real-time updates. |
| sign_ups | This event should be sent when a user signs up for your product. |
| sign_ins | This event should be sent when a user signs in to your product. |
| account_created | This event should be sent when a new account is created. |
| invites_sent | This event should be sent when a user invites another user to your product. |
| trial_started | This event should be sent when a trial is started. |
| trial_ended | This event should be sent when a trial is ended. |
| subscription_started | This event should be sent when a subscription is started. |
| subscription_ended | This event should be sent when a subscription has ended or is canceled. |
| subscription_changed | This event should be sent when a subscription is changed - upgraded or downgraded. |
| feature_usage | These events should be sent when a user engages with core features in your product (clicks, activates, or views key features relevant from onboarding to adoption). |
Important Note
Events can be shared with us via Segment or your Data Warehouse. However, if sharing events via a Data Warehouse, these events MUST be rollups. All tables must have userId and accountId columns.
If you only have raw event tables, we strongly recommend using a reverse ETL tool like Hightouch or Census to share these events instead.
Recommended Customer Lifecycle Data to Track
Table to track this data at the Account level:
| Column Name | Purpose |
|---|---|
| account_id | Primary key. |
| updated_at | Timestamp of when the row was updated to support incremental, more real-time updates. |
| signup_date | This should track the date the customer signed up for your product. |
| trial_start_date | This should track the date the customer started their trial period. |
| trial_end_date days_until_trial_end | This should track the date the customer's trial ends, or days until their trial is set to end. |
| subscription_type | This should differentiate between different subscription or plan types. Basic, Premier, etc. |
| subscription_start_date | This should track the date the customer began paying for your product. First Invoice Date, etc. |
| subscription_end_date | This should track the date the customer ended their subscription or stopped paying for your product. Subscription Expired, etc. |
| license_utilization | This should track the number of seats or licenses the customer is using - Only if relevant to your company. |
| customer_status | This should track what stage the customer is at in their lifecycle. Active, Trialing, Paying, Churned, etc. |
| lifecycle_milestones | These are unique to what your company identifies as a milestone. Total Lifetime Usage of Key Features, Total Lifetime Usage of Seats / Licenses, Integrations Connected, Features Activated Date, etc. |
Table to track this data at the User level:
| Column Name | Purpose |
|---|---|
| user_id | Primary key. |
| account_id | Map users to accounts. |
| updated_at | Timestamp of when the row was updated to support incremental, more real-time updates. |
| signup_date | This should track the date the customer signed up for your product. |
| trial_start_date | This should track the date the customer started their trial period. |
| trial_end_date days_until_trial_end | This should track the date the customer's trial ends, or days until their trial is set to end. |
| subscription_type | This should differentiate between different subscription or plan types. Basic, Premier, etc. |
| subscription_start_date | This should track the date the customer began paying for your product. First Invoice Date, etc. |
| subscription_end_date | This should track the date the customer ended their subscription or stopped paying for your product. Subscription Expired, etc. |
| license_utilization | This should track the number of seats or licenses the customer is using - Only if relevant to your company. |
| customer_status | This should track what stage the customer is at in their lifecycle. Active, Trialing, Paying, Churned, etc. |
| lifecycle_milestones | These are unique to what your company identifies as a milestone. Total Lifetime Usage of Key Features, Total Lifetime Usage of Seats / Licenses, Integrations Connected, Features Activated Date, etc. |
Note
These data points should be shared via Salesforce or a Data Warehouse. If sharing via a Data Warehouse, these tables must be in a table that includes accountId and userId columns. Tables with timestamps are highly recommended and will be treated as versioned and updated incrementally.
Recommended Firmographic / Demographic Data to Track
Table to track this data at the Account level:
| Column Name | Purpose |
|---|---|
| account_id | Primary key. |
| updated_at | Timestamp of when the row was updated to support incremental, more real-time updates. |
| annual_recurring_revenue monthly_recurring_revenue | This should track the customer's recurring revenue. Monthly, annually, etc. |
| market_segment number_of_employees | This should track how to segment the customer. Enterprise, SMB, 500+ employees, etc. |
| industry | This should track what industry the customer is in. Fintech, Ecommerce, etc. |
| account_owner_email account_owner_name | This should track who at your company owns a customer account. Customer Success Manager Owner, Account Executive Owner, SDR / BDR Owner, etc. |
| last_contacted last_activity_date | This should track when the last point of contact took place. Days Since Last Activity, Last Call Date, Last Email Received, etc. |
Table to track this data at the User level:
| Column Name | Purpose |
|---|---|
| user_id | Primary key. |
| account_id | Map users to accounts. |
| updated_at | Timestamp of when the row was updated to support incremental, more real-time updates. |
| contact_role job_title | This should track a user's role at the company. Decision-Maker, Day to Day Contact, CEO, SDR, etc. |
| annual_recurring_revenue monthly_recurring_revenue | This should track the customer's recurring revenue. Monthly, annually, etc. |
| market_segment number_of_employees | This should track how to segment the customer. Enterprise, SMB, 500+ employees, etc. |
| industry | This should track what industry the customer is in. Fintech, Ecommerce, etc. |
| account_owner_email account_owner_name | This should track who at your company owns a customer account. Customer Success Manager Owner, Account Executive Owner, SDR / BDR Owner, etc. |
| last_contacted last_activity_date | This should track when the last point of contact took place. Days Since Last Activity, Last Call Date, Last Email Received, etc. |
Note
These data points should be shared via Salesforce or a Data Warehouse. If sharing via a Data Warehouse, these tables must be in a table that includes accountId and userId columns. Tables with timestamps will be treated as versioned and updated incrementally.
Updated almost 2 years ago